"Hello Human": SCD 2017 puts people centre stage in a digital world

Schöppingen/Ahaus, 09/06/2017 – The theme of last Friday's (9 June) Shopware Community Day explored the new “Age of the Customer", where people must always remain the focus of attention. 1,600 merchants, partners, developers and eCommerce enthusiasts from across Europe met in Ahaus, Germany, and learned about the future of online commerce in 50 presentations and from 40 exhibitors. They were all part of the Community Day, whose key theme this year was "Hello Human". "The core component of any business process must take a customer-focused approach," explained Stefan Hamann, Shopware founder and member of the Management Board, during his keynote speech. This concept is apparent in the upcoming Shopware version 5.3 and in the software manufacturer's future projects, which Hamann revealed in an impressive presentation.

Top speakers on innovative topics

Shopware put together a prestigious speaker line-up that shared insight into a wide range of target groups and people, all of which tied into the main theme of the event, "Hello Human". Among the speakers included fashion blogger and Instagram star Luana Silva. The young entrepreneur offered valuable insight into the purchasing behaviour of millennials from a customer perspective and explained how businesses can better understand younger target groups.

Journalist and UX expert Frank Puscher outlined which processes in the brain play a role in the purchase decision. And rather fittingly, Buddhist monk Gelong Thubten, who provides coaching to prestigious companies, presented examples of the usefulness of meditation and mindfulness in a secular context in international companies. Pickpocket artist Christian Lindemann also convinced the audience in his presentation about the need for generating attention and fascination, as well as building self-confidence for professional challenges.

An even more personalised shopping experience

"In the future, the top priority will be to never lose sight of the consumer amid all the technological progress and to use the latest technologies as an interface between human needs and companies," explained Stefan Hamann at the beginning of his keynote speech. The new Shopware version 5.3 is just this kind of interface, he continued, with several new features that offer an even more personalised online shopping experience. These features include the new Customer Streams that enable merchants to create customer groups using dynamic filters and to accurately target with content, discounts and much more.

Shopware also took shop operators into consideration with the new release by adding several features which make working with the shop system far more efficient. For example, Shopware 5.3 lets you create templates for Shopping Worlds. You can now save your Shopping Worlds and settings and can be used in both your own shop and exported and imported into any other Shopware shop. Shopware already provides templates for various uses as standard to make it easier for shop operators to create emotional online shopping experiences and to offer customers a targeted shopping experience.

A range of minor improvements, including fully customisable filters and sorting methods and the ability to purchase direct from the product listing, complete the latest Shopware version, whose release candidate was activated for the Shopware Community during the event.

Enterprise was also at the top of the agenda during the SCD alongside the new Shopware version. With the B2B Suite, Shopware presented a framework that contains all relevant functions for trade between businesses. As an "accelerator", the Suite complements the Shopware Enterprise universe with an effective solution for B2B eCommerce.

Three future trends

One of the dominant topics at the Shopware Community Day were future projects, which Stefan Hamann presented in his keynote speech at the beginning of the day. "Together with you, we want to make Shopware fit for the future," the founder of Shopware explained. To give the community a glimpse of what they can expect in the future, he brought three current projects from the Shopware labs with him to Ahaus.

When it comes to product presentation, it’s clear the trend is going in the direction of 3D. This is why Shopware spent the last few months integrating three-dimensional content into the shop system. The result is a plugin, which integrates 3D content into the shop and is available to the community free of charge and open source on GitHub. But developments in this field are far from over, Stefan Hamann promised.

In terms of administration and technology, Shopware also set its future course in motion, which became clear during the SCD. Stefan Hamann presented initial plans for a new backend with effective tools in the shape of artificial intelligence (AI) and even more personalised and intuitive usability. An AI-based shop operator wizard is intended to flag problems and suggest solutions independently.

Changes are also planned for the core of the shop software so that it is even better prepared to meet the technical challenges of the future. For the foreseeable future, the focus will be on full stack implementation of Symfony in Shopware. 


The Shopware Community Day 2017 – key points:

Figures: 1,600 merchants, agencies and developers, 40 exhibitors, 50 presentations

Theme: Hello Human – putting people centre stage

Keynote topics:  Presentation of Shopware 5.3: Introduction of shopping world templates, use of customer streams for targeted approach, B2B Suite

Future projects: 3D content in the shop, new backend and revised core


Other highlights:  Prestigious speaker line-up (Luana Silva, Frank Puscher, Gelong Thubten, Christian Lindemann, etc.), aftershow party


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 theaustralian.com.