Speakers

Sebastian Hamann has played a key role in shaping the evolution of ecommerce through his visionary mindset and entrepreneurial drive. Co-founding Shopware at just 15 years old with his brother Stefan, he has been instrumental in developing an impactful ecommerce platform for both B2B and B2C markets. Under his creative leadership, Shopware has set new industry standards, delivering scalable solutions that emphasize customer-centricity, operational efficiency, and technological innovation. Sebastian's strategic vision continues to influence the future of commerce, driving progress and inspiring excellence across the industry.

Since co-founding Shopware with his brother Sebastian at the age of 16, Stefan Hamann has been the visionary architect driving the platform's strategic growth. With his deep passion for technology and exceptional expertise, he leads the design of cutting-edge ecommerce solutions that convert complex business needs into competitive advantages. Stefan's technical mastery, boundless curiosity, and forward-thinking leadership have been central to positioning Shopware as a globally renowned open-source platform, celebrated for its innovation and transformative impact on the industry.

Laura Kremer is shaping the future of e-commerce by building effective brand communities. As Community Lead of eCom Unity, she is responsible for Europe's largest network of over 1,500 D2C e-commerce decision-makers and creates platforms and exclusive events that promote knowledge sharing and strategic partnerships between brands. As a LinkedIn Top Voice with one of the strongest networks in the industry, Laura is committed to bringing more women onto the stage and making their expertise visible.

Astrid is co-founder and managing director of MissPompadour and is responsible for production, logistics, purchasing and product development. She started her first self-employment at the age of 21. With the business idea of selling paint online and the founding of MissPompadour in 2019, she put all her eggs in one basket again together with her brother Erik and boyfriend Niklas Lütteken. The entrepreneur is 46 years old and a mother of four.

Christina Skoeries is responsible for the entire online area at camel active - from the web store and marketplaces to Amazon in the hybrid model. With a strong focus on data-driven strategies, automation, expansion, CRO & CRM, she consistently drives innovation. Her heart beats for scalable growth, strong teams, AI innovation & smart processes. She is also passionate about female empowerment.

As Technical Product Manager at DRYKORN, I combine technical expertise with strategic product management in eCommerce. I manage the development of digital features - from technical conception and UX-oriented design to the implementation and optimization of landing pages and platform functions. With over 10 years of experience in web development, agile leadership and cross-functional teamwork, I combine deep technical understanding with management expertise. My focus is on the effective interface between development, design and business - data-driven, user-centered and brand-compliant. Certified as a Scrum Product Owner (PSPO I) and Scrum Master (PSM I), I set agile processes in motion in a structured way.

Efe von Thenen is an entrepreneur, strategic advisor, keynote speaker, and moderator with 17+ years of experience in digital business and international organisations. He advises industry players like ECDB, one of the most comprehensive e-commerce data insight platforms worldwide, and works closely with leaders in e-commerce, SaaS, and digital transformation. Among others, Efe is well-known in the industry for his former role as CMO of ePages and as Chairman of the Advisory Board at the E-Commerce Berlin Expo. As a podcast host and community leader, he takes the pulse of the industry not only through the data insights, but also through honest conversations with the leading minds shaping it. As founder of Besser werden, Efe leads an exclusive community of industry pioneers that redefines success by connecting innovative business with purpose and balance.

Mark Casidsid is an industry analyst at IDC specializing in B2B digital commerce. Leveraging his extensive background in manufacturing, Mark provides market intelligence and in-depth insights into key B2B commerce trends encompassing themes such as customer experience, operational efficiency, and revenue generation. Prior to joining IDC, Mark led research initiatives at the World Manufacturing Foundation and held roles at EY and Pirelli as a competitive insights specialist, analyzing transformative trends in the automotive industry.

Ryan Prichard is Vice President of Small‑Medium Business (SMB) and Financial Services Engineering at PayPal, where he leads engineering for the SMB commerce ecosystem – including value‑added services – and the company’s global financial products portfolio. Earlier, he was CTO, interim CEO, and President/CTO at Knewton, an education technology startup that sold to Wiley. Ryan holds a B.S. in Information & Decision Systems (Computer Science minor) and an M.S. in Software Engineering, both from Carnegie Mellon University.

A startup leader with hands-on entrepreneurial experience, Luca serves as the Strategic Partnerships & Fundraising Lead at LuckyChef — the pioneering smart cooking device for dogs. Drawing on prior startup successes and a keen sense for innovation, he helps drive LuckyChef’s mission to redefine pet nutrition through tech-enabled solutions. Luca plays a key role in turning vision into impact by forging strategic partnerships and preparing the company for its next phase of growth.

Christoph Burchartz has been passionate about eCommerce for over 20 years. As founder & CEO of pixolith and as a speaker, his motto is clear: “Inspire enthusiasm every day and do the hot shit with awesome people!” Whether complex store solutions or inspiring talks - Christoph lives innovation, courage and enthusiasm, which in his career has led him to exciting projects with clients such as Stabilo, Paulmann Licht, Grohe, Vaillant, Loberon, Porsche and many more.

Marie Reckendrees is a Product Manager at Shopware, driving initiatives around Shopping Experiences, Spatial Commerce and AI. With a background in design and a sharp sense for user needs, her work centers on deeply understanding merchants’ challenges and turning them into smart, scalable product solutions. Her mission: to create technology that delivers real value, feels intuitive, and unlocks new, immersive ways to experience commerce.

Guillaume Moigneu, alias G/, is Principal Technology Advocate at Platform.sh, a cloud applications platform dedicated to simplifying application deployment and operations. With a focus on AI and Sustainability, he strives to make running apps seamless for every developer.

Laurien has been passionate about B2B ecommerce for 7 years. For 4 years, she has been implementing complex webshop projects in the B2B environment as Project & Account Manager at AGIQON - for technical retailers, in mechanical engineering, in the hygiene sector, in the stationery industry or in the B2B decoration sector. As a result, she has extensive experience from strategic conception to successful implementation and is familiar with the current requirements and trends in B2B ecommerce.

Jan Philipp Peter is the founder and CTO of web'n'sale. Since 2009, he has been working as a developer with Shopware (initially with version 3.0) and has been involved in numerous projects of varying complexity. In addition to conceptualizing new projects, continuous maintenance and optimization of Shopware platforms are central aspects of his work. Another key focus is leading e-commerce development teams, particularly using remote, nearshore, or offshore approaches, which has taken him to Southeast Asia for a period.

Julia is a Product Manager at Shopware, shaping the Inventory and Discovery domains with curiosity, creativity, and a sharp sense of user needs and technology. With her design background and innovative mindset, she loves exploring new paths, making complex topics tangible, and creating solutions. She’s driven by a desire to deliver real value to customers—and by the joy of inspiring others with fresh ideas.

Daniel has been part of 8mylez GmbH for around eight years. As a developer, he discovered his passion for performance in the Shopware universe early on and has been fully committed to optimizing loading times ever since. His goal: to make online stores as fast as possible - be it in terms of PageSpeed score, at server level or scaling under high load.

Jordan Kniest is the Head of Development Shopware at basecom, where he collaborates with development teams various eCommerce sites, including both B2B and B2C sites. Over the past year, his primary focus has been on headless development, through which he gathered a ton of insights and learnings. In his free time, Jordan enjoys playing a round of CATAN or other board games, and when time permits, including a good video game.

Nina Sametinger has a wealth of leadership experience in driving growth and innovation across global markets. Beginning her career in leading sales teams in digital advertising and eBay, she transitioned to PayPal, where she first built and led the business development teams. She currently leads the EMEA product, launch, and solution teams, driving customer-centric innovation and market product adoption. Known as a passionate and humble leader, she is a dedicated customer advocate.

Strack Norma GmbH & Co. KG has been developing and producing standard parts for tool and mold making for over 100 years at its plant in Lüdenscheid, North Rhine-Westphalia, from where it supplies customers all over the world. Founded in 1921, the fourth-generation family business is now one of the leading suppliers of standard parts in Europe.

Marcus Seidel is the founder and CEO of ADCELL (Firstlead GmbH), based in Berlin. Since establishing the affiliate marketing network in 2003, he has developed it from an early pioneer project into one of the leading independent networks in Germany. His vision: to combine sustainable growth and authenticity with the agility and entrepreneurial spirit of a mid-sized company.

With more than 20 years of entrepreneurial experience in the digital sector, Seidel has not only built ADCELL but also gained a deep understanding of the opportunities and challenges in online marketing. Under his leadership, ADCELL stands for transparent partnerships, secure technology, and close collaboration with advertisers, publishers, and agencies.

Today, he continues to shape the company’s strategic direction and is committed to making the strength and innovative power of the mid-market more visible and successful in affiliate marketing.

Michel Willems is co-founder of H1 Webdevelopment, a high-quality Shopware integration and premium extension partner, founded in 2004 and based in The Netherlands.   

During his career, Michel has helped corporations like T-Mobile Netherlands and KPN and many SME’s. He founded Bimbimbikes, which became the world’s largest bike rental platform before it was taken over in 2020. He is a guest lecturer at various universities and a public speaker on e-commerce, digital marketing, and AI. 

Based on his 25 years of experience in the field of ecommerce and digital marketing, Michel helps his clients execute successful B2B, D2C and B2C ecommerce strategies.

Terezia is part of the Product Marketing team at Shopware, where she leads the Analyst Relations program and acts as a bridge between Shopware and the industry analysts. She joined Shopware in September 2024, bringing several years of experience running AR programs—including for a major tech vendor in the commerce and retail space. Over the past four years, Terezia has become a trusted voice in the AR community and is recognized by organizations like Forrester AR Council, Spotlight AR, and the Institute of Influencer and Analyst Relations for her contributions to the AR community. In her work, Terezia focuses on bringing insights from analysts back into Shopware to inform strategic decisions and ensure Shopware is recognized as an innovator in the commerce landscape.

As Sales Lead DACH at Mollie, Christopher Henke supports online payments that simply work. With more than 8 years of experience in online payments, he advises merchants and agencies on increasing sales and internationalisation and is an expert in checkout, process and conversion optimisation.

As a marketeer & customer success manager working with a customer data platform for 13 years, Tristan has experience in all kinds of use cases. As former marketeer working with the tools form Spotler, he has learned to adapt to the challenges a marketeer haze connecting with customers. This makes him as a former marketeer the right combination to inspire and help companies in working with a customer data platform. Next to his day to day job he is also a marketing enthusiast and loves to see when companies create now way to market their product.

Mark van den Berg, as CMO of Spotler, is responsible for developing and executing the company’s marketing strategy. This means he leads the teams in the Netherlands, Germany, and the United Kingdom, focusing both on branding and brand awareness, as well as operational lead generation and demand generation tactics. His goal is to create impact and contribute to Spotler’s marketing, sales, and business objectives. Mark has nearly 25 years of experience in the marketing field and over 15 years of experience in the SaaS industry.

Navina brings over 10 years of international experience in buying, with a career that spans across retail, purchasing, and e-commerce. At Lidl, she was responsible for developing global buying and campaign strategies, combining deep market understanding with operational excellence. Her expertise also includes the successful development and launch of two online shops for Kienast.

With over 10 years of experience in both digital and traditional media, Viviane has driven impactful marketing strategies across various industries and international markets. Her global expertise is rooted in professional roles in Brazil, Canada, and Germany, bringing a strong cross-cultural perspective to her work. She holds deep expertise in Google Ads and performance-driven advertising, with a focus on omnichannel strategies that generate measurable results. Viviane’s versatile background spans e-commerce, NGOs, political campaigns, and lead generation, enabling her to adapt quickly and deliver value across a range of marketing challenges.

Since 2017, I’ve been part of Wurm – a global B2B decor wholesaler – growing from agency partner to Head of Digital. With 10+ years in e-commerce, UX, SEO & performance marketing, I helped build a B2B shop that now generates €10M+ in annual pure online revenue. What drives me? Creating digital solutions that connect – and deliver.

Paul Krauss is a partner for AI at Team One, where his team supports companies in redesigning their service and business models through the lens of artificial intelligence with a focus on agent-based systems, personalization, and AI as infrastructure.

He has advised brands, merchants, and technology companies on personalization, smart content distribution, and future tech. Always at the intersection of business, data, and technology. Before joining Team One, he was a partner at ecodynamics and held senior positions on the agency side.

He lectures on AI in retail at the AI Transformation Institute (DFKI), publishes the magazine AI:D, and co-hosts the podcasts Platform Disco and Marketing Momentum.

Paul lives with his family in Stuttgart – and helps companies turn AI from hype into a real, scalable advantage.

Niels Floors is VP of Strategic Development at ChannelEngine, focusing on cross-departmental initiatives and emerging markets. With 15+ years in ecommerce, technology, and partnerships, he works closely with teams and partners to shape scalable strategies. Niels travels extensively to understand regional differences, sharing these insights to help clients and colleagues make informed decisions. Beyond tracking trends, he drives initiatives that strengthen ChannelEngine’s position in the evolving marketplace landscape.

Heike Zellerhoff has been part of Shopware for almost 11 years and has been responsible for Analyst Relations since 2023. In this role, it is her job to build and maintain strong relationships with key industry analysts such as Gartner & Forrester to increase Shopware's visibility and credibility in the industry. Heike has also been active as host of the Shopware Community Day since 2020 and is looking forward to taking on this role again this year.

As a Product Marketing Manager, Adriana is responsible for the customer marketing activity at Shopware. Using her 10 years experience in customer-facing roles, she specialises in customer communications and engagement, bringing product-based customer stories to life.

Rainer Kinzl has been part of the best it team for over 7 years, bringing deep technical expertise in building modern e-commerce platforms. As a Solution Architect, he guides clients through the migration to headless and API-driven architectures. With hands-on experience in systems like Shopware, Commercetools, Spryker and Storyblok, Rainer is the ideal expert for tackling complex digital challenges—from smart logistics integration to high-performance frontend solutions.

Gianluca Zicca is a seasoned Frontend Engineer with a passion for crafting high-performance, user-centric web applications. At BEST-IT, he brings years of experience in modern JavaScript frameworks like Nuxt and React to life – turning complex requirements into elegant, scalable solutions. Whether it’s integrating headless CMS platforms like Storyblok or optimizing Lighthouse scores at scale, Gianluca helps clients build fast, flexible, and future-proof digital experiences.

Maximilian Modl is the Germany CEO of Brevo and an experienced entrepreneur in marketing, SaaS, and technology. As the former CMO of Newsletter2Go, he brings extensive expertise in digital communication to successfully position Brevo as an intuitive and powerful marketing platform and CRM suite. With a strong focus on business growth, go-to-market strategies, and sustainability, he uses his experience of founding and growing successful businesses to help brands create exceptional customer experiences.

Corinna Bratt is a passionate Senior Product Marketing Manager at Shopware. With over five years of experience in B2B ecommerce, she specializes in sales enablement and go-to-market strategies, helping shape compelling product narratives that drive business growth.

Albert Riewe is the co-founder and managing director of ditegra, a specialized e-commerce agency focusing on tailored Shopware solutions and online marketing. With a degree in Business Administration and Engineering, Albert combines technical expertise with strong business acumen and brings extensive experience in project management and digital strategy development. In 2019, he founded ditegra GmbH together with his brother Sergej to provide customized digital solutions for small and medium-sized enterprises.

Sergej is the co-founder and managing director of ditegra, a leading e-commerce agency specializing in custom Shopware solutions and online marketing. With a background in Technical Computer Science, Sergej brings extensive experience in software development and technical project management. His entrepreneurial journey began during his university years, where he started freelancing and quickly built a dedicated customer base. In 2019, he co-founded ditegra alongside his brother Albert, focusing on delivering high-quality digital solutions to small and medium-sized enterprises. Sergej leads the technical development team, ensuring the successful implementation of innovative e-commerce platforms.

Miro Grenda is a Product Owner at ifolor, the Swiss market leader for personalized photo products, and responsible for the new ifolor ecommerce platform which is implemented using Shopware. Miro has more than 20 years of experience in the industry and is passionate about leveraging technology to create seamless and engaging user experiences.

Krischan Freese has been working as a developer in e-commerce for eight years and has been a Solution Architect at brandung for two years. He improves system architectures, translates needs and requirements into concrete blueprints and ensures clear, feasible architectural decisions. He enjoys networking stakeholders and thus creates the basis for sustainable, scalable solutions.

Fabian Blechschmidt is co-founder of safefive a company offering long term support for Shopware 5 and the CEO of Winkelwagen GmbH, an ecommerce agency focused on Shopware development. He works on improving customer experience and optimizing internal processes for businesses. Currently, Fabian is collaborating on a TYPO3-to-Shopware integration and has developed a payment plugin for an Estonian company. In his free time, he enjoys bouldering, even though he’s afraid of heights.

As a longtime Shopware employee, Moritz has experience in all kinds of areas of our business. As former person responsible for community management and service, he has learned to respond to the challenges and wishes of our customers. This perspective makes him the perfect fit for our product leadership team: As VP Product Management, Moritz is responsible for the product strategy, roadmap and innovation at Shopware. Together with his team he ensures that our products are tackling market & customer needs while incorporating the feedback from our various target groups.

Tim Jurchen is Product Manager at Shopware and has been working in the web hosting and e-commerce market for more than 10 years. Starting out at one of Germany's largest web hosters, he dedicated himself to agile working methods and was able to gain many years of experience as a product owner in online retail. He is currently responsible for various projects in the Data & Services department and is in the process of defining the Shopware services of tomorrow.

Soner Sayakci, Principal Software Engineer, works on core technologies at shopware and is also part of FriendsOfShopware. As a Shopware employee and highly active community member, he passionately drives innovation and excellence while constantly trying new things.

With more than three years of experience as a Quality Engineer at Shopware, Florian has developed a real flair for the continuous improvement of product quality. He is a key driver of automated testing initiatives and, as a developer, ensures that the testing tools are always up to date. Florian is also fully committed to manual testing and is not afraid to get his hands dirty.

With over four years of experience in customer support at Shopware, Philipp Weitkamp transitioned into the role of Senior Technical Enablement Manager in 2025. In this position, he ensures that the support and sales teams always have the necessary resources and up-to-date knowledge about Shopware to perform their tasks effectively. In addition to his work as Technical Enablement Manager, Philipp has been actively developing with .NET Core (C#/Blazor) for four years on Shopware build – a tool that further enhances and optimizes the work of the support and sales teams.

In his role as Shopware Developer Evangelist, Niklas Dzösch is an important liaison between the developer community and Shopware – he is always available as a direct contact within Shopware for questions about the product and continuously brings feedback and ideas from external events back to Shopware developers. You can also find Niklas center stage in the Shopware Academy, where his online tutorials focus on helping developers understand the technology behind Shopware.

As a Solution Architect, Max (a.k.a. Bäumi) operates at the intersection of IT and Sales, blending technical expertise with a strong customer focus. Driven by his passion for direct customer interaction, he develops practical solutions that tackle real challenges and create lasting value. His mission: to make complexity understandable and deliver sustainable results.

Maximilian Forn is a Solution Architect at Shopware, combining deep technical expertise with a strong understanding of business processes. Acting as a bridge between Product and Sales, he analyzes individual requirements, develops tailored solution strategies, and supports merchants in making well-informed decisions for the future of their ecommerce business.

Marcin 's been working at the intersection of technology and online retail for 15 years. Today, leads implementation projects, and in the past, managed day-to-day operations on the retailer’s side. His background in retail and hands-on experience with eCommerce tools allow him to bridge the gap between business needs and technical execution.

Project Manager with 7+ years of experience delivering complex digital projects. Expert in Agile, stakeholder alignment, and cross-functional team leadership. Proven track record in digital product delivery, strategic planning, and full project ownership.

André is Head of Solution Architecture at Strix. After several years as a developer, he now leads his team in taking responsibility for the technical architecture and solution design of client projects. He acts as the link between clients, project management and development, supporting teams in choosing the right technologies and implementing complex requirements. Within the Strix Group, he coordinates and leads initiatives related to Shopware and drives the development of internal best practices, standardized setups and tools that simplify the work of development teams and ensure long-term project quality.

Michael Pfeiffer, Director of AI & Agentic Commerce at Shopware, is exploring how agentic systems will redefine commerce by 2030. Together with Stefan Hamann, he is shaping the Agentic Commerce Alliance into a global platform of partners collaborating to define the future of open commerce and deliver impact for merchants, shoppers, and developers.

With over a decade of global leadership experience spanning startups, major tech companies, and international agencies, Michael combines product, engineering, and business expertise to transform ambitious ideas into products and systems that scale. Previously at Automattic, he contributed to platforms serving millions through WooCommerce and WordPress. In addition to his corporate roles, Michael brings an entrepreneurial edge as the founder of community tech conferences and social entrepreneurship.

Michael Blum is Head of AI, QA & DevOps at valantic. He scales quality engineering and DevOps and takes AI from lab to production. He leads teams that harden data and release pipelines, automate testing, and make commerce platforms reliable and fast. His focus: measurable outcomes, governance, and agentic-commerce readiness—including products that structure product data and increase agent visibility.