Agenda for SCD 26 finalized: Agentic Commerce, B2B and many speaker highlights

• On June 10, 2026, the e-commerce community will gather at Confex Cologne

• Five program areas featuring Main Stage, Tech Stage, Commerce Stage, Masterclasses and Shopware Deep Dives

• Speaker highlights from OpenAI, ECDB, IFH Cologne, BPW Aftermarket Group, Trusted Shops, Pöppelmann, JACOB Elektronik, camel active, Paulmann Licht, BÖRLIND and other industry companies

Schöppingen, May 20, 2026 – Shopware Community Day 2026 will take place on June 10, 2026, at Confex in Cologne. The annual community event brings together merchants, developers, partners and industry experts to discuss current developments in digital commerce and provide practical insights for businesses. This year’s focus topics include AI, Agentic Commerce, Complex Commerce in B2C and B2B, cloud, performance, payments, personalization and data-driven business models. The event will be held at Confex Cologne, located at Barmer Straße/Gate H in Cologne.

The program is divided into five areas: Main Stage, Tech Stage, Commerce Stage, Masterclasses and Shopware Deep Dives. The Main Stage focuses on visionary keynotes and panels, the Tech Stage on technological developments, and the Commerce Stage on hands-on strategies. Masterclasses and Shopware Deep Dives complement the program with practical know-how and product expertise. Most sessions will be held in English; live AI translations have been announced for the Main Stage, Commerce Stage and Tech Stage.

The event will open with the keynote on the Main Stage. Sebastian Hamann, founder and Co-CEO of Shopware, and Joachim Weber, CFOO of Shopware, will share insights into the future of digital commerce — from AI and Agentic Commerce to Complex Commerce in B2C and B2B, as well as the role of open, scalable platforms, cloud, performance and intelligent services.

Selected program highlights

Shopware Community Day 2026 presents a diverse program with contributions from commerce, technology, consulting and research. Selected highlights include:

• Complex B2B Commerce: Sergey Orlov from BPW Aftermarket Group Germany and Simon Rabente from Webmatch will demonstrate how a complex B2B project with millions of SKUs, 15 ERP systems and additional requirements was implemented based on Shopware 6. Topics include middleware orchestration, VIN-based vehicle identification, digital vehicle files and powerful search capabilities.

• Narratives in the Age of AI: Efe von Thenen, CEO of Besser werden, explores on the Commerce Stage how AI is fundamentally transforming e-commerce and why long-term success depends not only on technology, but above all on clear positioning and a strong narrative. He examines what changes in the era of AI infrastructure, what remains constant, and what role companies can play in this new order.

• OpenAI Masterclass: Tilman Resch from OpenAI will provide insights into the current state of AI, upcoming developments and the growing visibility of brands and merchants in LLMs, while highlighting concrete opportunities for companies and merchants. He will also participate in the AI/Agentic panel on the main stage, moderated by Michael Pfeiffer.

• AI and Agentic Commerce: The panel “AI / Agentic Commerce” will bring together Sabrina Engling from Trusted Shops, Patrick Scherr from JACOB Elektronik and Jimmy Schoonenberg from camel active on the Main Stage. Together with Shopware, they will discuss how AI and automation are transforming day-to-day commerce operations.

• Agentic-ready Data: Alexander Pohlers from Pöppelmann and Luisa Gröninger from basecom will explore the data foundation companies need to enable AI agents to operate effectively across ERP, PIM and commerce environments.

• Trust in the Agentic Economy: Jean-Marc Noël, founder and CEO of Trusted Shops, will present a masterclass on how brands can remain visible, trustworthy and protected in a commerce world shaped by AI agents.

• Leadership in Commerce 2026: Christiane Secker from WildeGroup, Sabrina Hennig from BÖRLIND, Annika Priemer (Stadtparfümerie Pieper) , and Laura Kremer from Kandu will discuss leadership in commerce between ambitious goals, tighter budgets, growing tool landscapes and healthy teams.

• AI Tools for Business Optimization: Thies Widmer from Paulmann Licht, Jonathan Roxlau from G. Wurm and Paul Krauss from Team One Developers will share insights into the use of AI tools for optimizing business processes.

• Personalization in Commerce: Geanna Flavetta from Klaviyo and Michel Willems from h1 will demonstrate, using the example of WOOOF, how customer data can be used for personalized campaigns — such as a “Dog Birthday” automation based on pet data maintained in the shop.

Practical value is also a key focus on the Tech Stage and in the Shopware Deep Dives. Topics range from composable commerce and Shopware PaaS to AI-supported software development, Shopware Nexus, the next-generation content system, and technical deep dives into performance and caching. Shopware’s own experts will provide insights into product development, architecture and concrete best practices.

“The Shopware Community Day demonstrates what defines our community: technology, practical expertise and a shared ambition to advance digital commerce. In 2026, we are placing special focus on how companies can translate AI, data and open platforms into real business success,” says Martin Gaubitz, Vice President Marketing at Shopware.

In addition to presentations, panels and masterclasses, SCD 2026 offers numerous opportunities for personal exchange. The day begins with check-in and the Women in Tech & Ecommerce Morning Coffee, includes networking formats throughout the program, and concludes with Recap & Closing, Dinner & Networking and the SCD Afterparty. The closing session will feature a recap of the day, the Shopware Visionary Award 2026 and an interactive community format.

Further information on the agenda, speakers and ticket booking is available on the official Shopware Community Day 2026 website.