How are leading merchants shaping the future of digital commerce? What challenges do they face in day-to-day operations – and how can Shopware support them in moving forward?
These questions were at the heart of the Shopware Customer Circle – an exclusive event series that brings together mid-market merchants for open and honest conversations about their priorities, challenges, and long-term strategies. Across two sessions in Hamburg and Düsseldorf, we spoke with more than 40 participants from over 25 B2B and B2C companies. Five key themes clearly emerged:
1. Innovation must be actionable
From AI and Spatial Commerce to immersive shopping experiences – innovation is top of mind for many merchants. But one thing is clear: innovation only creates real impact when it’s easy to integrate and apply.
We’re taking this insight as a cue to ensure our innovations are even more accessible – with clearer communication paths, supportive services, and best practices for future-ready setups.
2. Efficiency is everything in daily operations
Many ecommerce teams in the mid-market operate with limited resources – regardless of brand awareness or company size. What truly counts are solutions that quickly deliver value, reduce manual effort, and save time.
That’s why we’re continuing to invest in usability, automation, and streamlined workflows – such as with the Shopware Rule Builder and Flow Builder, which noticeably ease the workload and make everyday tasks more efficient.
3. Digital transformation requires internal commitment
Digital initiatives reach their full potential when they are supported throughout the organization. Merchants are not just investing in technology – they are also driving internal communication, training, and change management.
We see a clear opportunity to support this internal transformation even more effectively in the future – for example, with messaging frameworks, storytelling approaches, and enablement resources that help merchants build internal alignment around their digital strategy.
4. Personalization is a strategic lever
Understanding target groups, user behavior, and customer journeys is becoming increasingly important. Merchants are looking for realistic ways to implement personalized experiences in their daily operations.
We’re continuing to invest in AI-powered features, smart segmentation, and behavioral analytics tools to make personalized commerce accessible and scalable for teams of all sizes.
5. Thinking globally – with clarity on execution
Many merchants are actively expanding into international markets and marketplaces – but often face highly specific implementation questions.
We’re working to make global setups, templates, and partner solutions even more visible and actionable, helping merchants launch and scale across borders with confidence.
Our takeaway: Listening leads to better outcomes
The conversations within the Shopware Customer Circle are a valuable compass for how we continue to evolve – grounded in the real-world needs of merchants. The insights we gather flow directly into our product strategy, communication, and service development. We look forward to continuing this dialogue – and to shaping the future of digital commerce together.
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