Shopware presents new product innovations: Agentic Commerce and B2B solutions for complex business models

Schöppingen, June 17, 2025 – Today, Shopware impressively demonstrated how innovative added value and visionary technologies are shaping the future of e-commerce. The platform provider is placing a stronger focus on Artificial Intelligence (AI) and is expanding its presence in the rapidly growing B2B segment. One topic in particular—Agentic Commerce—will play a central role moving forward, announced Shopware founders and Co-CEOs Stefan Hamann and Sebastian Hamann. They also emphasized that in a challenging world, a reliable technology partner like Shopware is essential for merchants who want to meet the demands of today and tomorrow.

Originally, Shopware intended to present the product innovations at the Shopware Community Day. However, the event had to be postponed due to the defusing of three World War II bombs in Cologne. The company responded quickly and is now providing the content digitally.

Shopware AI: Where intelligence meets emotion

Sebastian Hamann introduced Shopware AI, a new AI approach based on an understanding of human shopping behavior: “On the one hand, there are rational purchasing decisions, based on need and fact-based analysis. On the other, emotional decisions, driven by feelings, impulses, and subconscious factors.”

Shopware AI combines both aspects. From now on, the umbrella term "Shopware AI" will encompass all AI-powered features – from image and text editing, to tools that enhance the shopping experience, all the way to the new chat-based Copilot. This assistant supports merchants with routine shop management tasks, saving them time that can instead be used for customer service or strategic work.

One new function within Shopware AI is the AI-powered Image Editor. This tool allows merchants to visually place products into new scenes – for example, by cutting out objects and placing them realistically with shadows and reflections. The result: high-quality campaign images created directly in the Shopware Media Manager – without traditional photo shoots, saving both time and costs.

“The future of digital commerce begins where AI meets real merchant needs. That’s exactly where Shopware is positioned.”

Agentic Commerce: From decision to purchase – in seconds

Shopware AI also lays the foundation for the concept of Agentic Commerce. In this model, purchasing decisions shift from humans to intelligent agents, shortening the sales cycle from quote to negotiation to purchase. Shopware AI follows four main goals: higher revenue, lower integration costs, differentiated shopping experiences, and increased monetization within the ecosystem. The launch of the Copilot is the first step toward this vision, with further features like AI Agents to follow soon.

Shopware also announced the formation of the “Agentic Commerce Alliance” – a new industry initiative that brings together AI-first companies in the commerce space. The goal: to establish common standards, share practical AI patterns, and inspire each other. According to Shopware, some well-known partners are already on board.

B2B Components for every growth stage

B2B has become a core area for Shopware. Market volume is expected to triple by 2030. Already, over 60% of Shopware merchants operate in a purely B2B model or combine B2B and B2C. Among them are renowned companies such as Toyota, Ritter Sport, and Beijer Ref.

With new B2B features—called B2B Components—designed to support merchants at every growth stage, Shopware offers the ideal response to what it calls “Complex Commerce.” The platform is highly scalable, infinitely expandable, and suitable for nearly any use case.

Two newly introduced B2B Components include:

• “Organization Units”: This function allows merchants to define specific parameters such as shipping addresses or payment methods for individual departments within a company, helping to reduce manual errors in decentralized purchasing structures.

• “Advanced Product Catalogs”: With this feature, merchants can create custom product catalogs, thereby speeding up customer-specific quote processes.

“Complex Commerce is becoming reality – and Shopware provides the operating system for it.”

New control center: The Community Hub

Shopware’s global community is a key pillar of the company’s success. The open-source model has proven to be a strategic advantage: merchants need flexible, scalable platforms without lock-ins – and that’s exactly what Shopware offers.

To further improve collaboration within the community, Shopware has introduced the new Community Hub, which enhances:

• Knowledge sharing: With interactive technical and non-technical learning content, the Hub helps users get up to speed faster. Gamification elements like badges, events, and kudos increase motivation.

• Collaboration: The Hub enables a threefold increase in developer productivity. In fact, the community helped co-develop it. It is maintained and continuously improved by a dedicated team.

• Networking: The platform fosters exchange among like-minded people at all experience levels.

Further information, all featured updates, and the keynote can be found on the Special Event page.

Another piece of good news was announced by Shopware at the end of the keynote: There will be a new date for the Shopware Community Day 2025 – it will take place on September 16 in Cologne.