Georg Albrecht Named New Spokesperson for shopware AG

Schöppingen, October 29, 2026 – Georg Albrecht will take over media and public relations at shopware AG in Schöppingen on November 1, 2026. As Public Relations Manager, he will further develop the e-commerce software provider’s strategic positioning with the media and key stakeholders. He will also lead communications through the company’s next phase of growth.

Albrecht succeeds Wiljo Krechting, who has overseen Shopware’s media and public relations for more than 15 years. During that time, Krechting supported the company’s development from a startup in Schöppingen into Germany’s market leader* and one of Europe’s leading e-commerce platform providers.

Albrecht brings more than 30 years of experience in technology and innovation communications. His expertise includes making complex technology topics accessible, strategically positioning companies and executives, and combining traditional media relations with digital communications. Most recently, Albrecht was responsible for Lenovo’s communications in Germany, Austria, and Switzerland. His previous experience includes work for Apple and Intel, as well as freelance work as a communications consultant and journalist.

In his new role, Albrecht will work closely with the marketing team and report to Martin Gaubitz, Vice President Marketing. A key priority will be to raise the profile of Shopware and its executives as voices on the future of digital commerce. He will also help different audiences understand the technological changes driven by AI and Agentic Commerce.

“With Georg, we gain a highly experienced PR professional for Shopware’s next growth phase. Together, we want to increase global visibility for our capacity for innovation and our positioning around the future of digital commerce,” says Martin Gaubitz, Vice President Marketing at Shopware.

Communications for the Next Phase of Digital Commerce

The transition comes at a time when artificial intelligence is fundamentally changing digital commerce. AI agents are increasingly taking on tasks such as product discovery, comparison, and shortlisting. This is also changing how merchants reach their customers.

Shopware is aligning its platform with these developments. One focus is on commerce systems that make products, data, and processes accessible to AI agents. At the same time, digital shopping experiences that customers deliberately seek out and visit directly are becoming more important. Shopware is positioning its open e-commerce platform for this new, agentic era.

“I’m very much looking forward to my role at Shopware. AI and Agentic Commerce are set to fundamentally transform digital commerce,” says Georg Albrecht. “This presents an exciting communications challenge: I want to explain what this shift means for merchants and how Shopware can contribute.”

Krechting is leaving Shopware after more than 15 years to pursue new opportunities.

“I look back with great pride on Shopware’s development, which I had the opportunity to help shape. I am now passing the baton to Georg with confidence,” says Wiljo Krechting. “His international communications and PR experience, his B2B expertise, and his digital, AI-savvy approach make him well equipped for this role. I’m now starting a new professional chapter, which I’m very much looking forward to.”

About Shopware

Shopware is the open commerce platform for the agentic era. It provides B2C and B2B businesses operating globally with powerful, agile, and scalable infrastructure for sustainable growth.

The platform combines the robust security of open-source technology with a flexible API-first architecture. It brings together out-of-the-box functionality and the freedom to customize and extend solutions and bring innovations to market quickly.

Shopware supports all deployment models: SaaS, PaaS, and self-hosted. This gives businesses full flexibility and control over their infrastructure and data, allowing them to align both with their strategic priorities. Shopware is one of Europe’s leading commerce platform providers and has a rapidly growing North American business.

* According to the 2026 survey by the Cologne-based EHI Retail Institute, Shopware has ranked first for five consecutive years in the ranking of the most widely used e-commerce platforms among Germany’s top 1,000 B2C online stores by revenue.

Press Contact

Georg Albrecht Public Relations Manager shopware AG Email: public.relations@shopware.com