According to the 2025 Gartner® Market Guide for Digital Sales Rooms, 30% of all B2B sales cycles will run primarily through Digital Sales Rooms (DSRs) by 2028. At Shopware, we’re not just watching this transformation – we’re helping lead it.
In an episode of the B2BEA Insider podcast, Shopware General Manager for North America, Jason Nyhus, breaks down what’s driving the DSR revolution and how Shopware is uniquely positioned to empower merchants with tools that fit modern B2B selling.
The problem with the "easy 10%"
For years, B2B ecommerce platforms have focused on self-service portals – automating catalog access, pricing, and transactions. But as Jason points out, these only serve the “easy 10%” of B2B revenue. The remaining “hard 90%” lives in human relationships, unique workflows, and high-touch transactions handled by sales reps.
Most platforms ignore this complexity. Shopware doesn’t.
Introducing Digital Sales Rooms by Shopware
Digital sales rooms are virtual spaces where B2B sellers and buyers collaborate in real time – combining the flexibility of ecommerce with the personalization of human sales.
Here’s what makes Shopware’s DSRs different:
Curated buyer experiences: Reps can create tailored product assortments with personalized pricing, promotions, and catalogs.
Guided selling sessions: Embed video calls directly into the buying experience – no more “check our site and call me.”
Rep omnicient view: Access critical metadata during the sales call – inventory, margin, commission, shipping thresholds – key insights that will help during the discovery portion ofthe buyer journey.
CRM sync: All actions are tracked and integrated via webhooks into your CRM for full sales visibility and accountability.
“This is about giving reps time back – and helping them make more money by better serving the customers they’re too busy to reach today,” says Jason.
Built for the underserved mid-market Shopware’s DSRs are part of a broader commitment to complex commerce in the mid-market. Our open-source, composable architecture offers:
Whether you’re a fastener distributor, an oil and gas supplier, or in homebuilding materials, Shopware’s approach meets the real demands of your industry – not a simplified version of it.
The future: Human + Digital = Agile Commerce
Jason compares digital sales rooms to telehealth: not a replacement for in-person, but a smarter way to extend service. It’s how modern reps stay close to more accounts, prevent competitive encroachment, and elevate customer experiences.
At Shopware, we call this vision “agentic commerce” – an agile blend of AI, automation, and human enablement virtual agent-assisted purchasing experiences that will define the next era of B2B growth.
Watch to the full podcast
Explore the full conversation between Jason Nyhus and Justin King of B2BEA Insider. Learn how DSRs, open commerce, and smart pricing are reshaping the B2B mid-market:
Dive deeper into Digital Sales Rooms
Learn why Shopware is recognized as a Representative Vendor in the 2025 Gartner® Market Guide for Digital Sales Rooms.
Discover how Shopware’s Digital Sales Rooms and Sales Agent features help you reinvent your ecommerce
