Borussia Dortmund wins the overall prize at the Shop Usability Awards 2017

Schöppingen/Berlin, Germany, 27.06.2017 – At the Shop Usability Awards banquet held at the K5 Conference in Berlin, the online shop from one of Germany’s most renowned football clubs, Borussia Dortmund, stood in the spotlight as overall winner. Earlier this year, the online shop received the distinction of “Best Brand Shop” at the Shop Awards held by Internet World Business. Next to being the overall winner of the SUA, the fan shop from BVB also took home the category for “Sports & Outdoors”.

Now in its tenth year running, the Shop Usability Award has become one of the respected awards in the German eCommerce scene. Every year, trophies are awarded to online shops that show both creativity and commitment to providing their end customers exceptional user experience. Over 700 shops applied to be in the running for this year’s award ceremony, where 18 trophies were distributed in total (between 12 industries, 5 special categories and one overall winner).

The online shop from Borussia Dortmund went up against a number of competitors to ultimately take home the highest trophy at the Shop Usability Awards. “The online shop from BVB impresses with a clean design, coherent customer journey and exceptionally high performance. These factors, in combination with the “player’s word” in the shop, makes BVB the deserving overall winner of the Shop Usability Awards 2017,” explained Johannes Altmann, founder of the SUA.

Satisfied with all parties involved with the project

“It makes us very proud to receive the Shop Usability Awards 2017. Being the overall winner is an outstanding confirmation that we’ve built a strong team together with our partner agency and Shopware,” Matthias Zerber, Managing Director of BVB, said of the project. “The success of our new online shop is not only reflected by this award but also in all relevant performance figures,” Thomas Brandtner, Head of eCommerce, added. “We are extremely pleased that after winning the Shop Awards 2017, BVB now gets to take the trophy for the Shop Usability Awards 2017 home to Dortmund. We are incredibly proud of such an outstanding reference,” said Manuel Strotmann, CEO of the implementation agency, best it.

The online shop, whose frontend concept and design was created by the experts from KOMMERZ, is based on a Shopware Enterprise Edition. Across the board, all parties involved in the project are pleased with the result: “We couldn’t be more proud of the fact that BVB, a Shopware shop, was the overall victor. This award, in combination with the four other category winners that also use Shopware, is the best confirmation that we’re developing the best shop system for high-quality projects,” said Shopware CEO Sebastian Hamann.

In addition to BVB’s victory, a number of other Shopware shops were awarded trophies at the ceremony. These included: (category “Electronics, Software & Mobile”); (category “Furniture & home goods”); (category “Wellness, Beauty & Health”); and (special category “Popular prize”). A third of all award recipients went to projects based on Shopware.


Wiljo Krechting

Wiljo Krechting

Manager Public Relations

Wiljo Krechting is an ecommerce expert and Manager Public Relations at the ecommerce platform provider Shopware. The media professional has a master’s degree in political science and journalism from the universities of Münster and Melbourne, where he gained experience as a foreign correspondent for the publisher Axel-Springer-Verlag. Krechting has worked as a journalist at Rheinische Post, WELT, BILD, Hamburger Abendblatt and the Australian business portal