Success Story

Perfect balance of technology and design

Back in 2000, when the aftershock of the dotcom bubble burst was affecting nearly every digital sector, a much different kind of story was taking place in a small farming village in rural Germany. Against the odds, 16-year-old Stefan Hamann used his passion for programming to start a successful online agency called Hamann Media GmbH. After gaining significant momentum, Stefan recruited his younger brother Sebastian to care after the design portion of the company.

The two brothers continued working side-by-side to build their reputation in the IT scene, when in 2003 they received a project request that would shape the future of the company. A customer caught wind of the brother’s work and requested a solution that would suit their requirements for an online shop. The result was the prototype for a shop system and the nucleus of what developed into Shopware.

Seeing the potential of this prototype, the Hamann brothers decided to bet on the eCommerce horse—a bet that responded with wildly positive feedback. The project and company continued to grow organically and in 2007, the brothers were joined by third CEO, their good friend Stefan Heyne. With this third musketeer, the company vision and market orientation became more defined, and in 2008 the company was officially founded as shopware AG.

Packed with passion and innovation

Although the software is now trusted by over 54,000 online shops and includes a partner network of over 1,200 agencies and technology providers, the company is still very much tied to its roots. There is one headquarters where all development and marketing take place, located in the same farming village where Stefan Hamann wrote his first line of code. The company is also still owned by the three founding members, but with a much larger family unit of 100 highly collaborative and creative employees.

From a teenager programming in his parent’s attic to one of the most influential players in European eCommerce, the company’s growth has always been healthy and down to earth. Equally as important, the company approaches their future growth with the same passion and dedication upon which it was founded.

Shopware's company history


Hamann Media GmbH is brought to life as a classic internet agency by 16-year-old Stefan Hamman. Shortly after, brother Sebastian is brought on board to bring balance with design.


The brothers receive a project request for an online shop. The result is, which continues to be a loyal customer of Shopware today.


Close friend Stefan Heyne joins the brothers as the third CEO. The team begins establishing a partner network in order to expand both indirect sales and the technological reach of the software.


Shopware AG was founded as a corporation. The company begins distributing their eCommerce platform under the official name “Shopware”.


The Community Edition is introduced the market as a completely free version that is open source, which attracts a surge of attention seemingly overnight.


The first Shopware Community Day is held, where the company invites partners, users and customers together to share ideas and network. The event is regarded as “one of the most important eCommerce events” to this day.


The Shopware 4.0 is released as the most advanced, versatile solution available on the market. The versions comes dual licensed: commercial and under AGPLv3, which lends the software another enormous growth spurt.


Shopware hosts the third annual Community Day, this year spread over the course of two days (one day devoted toward developers). The new B2B networking project “bepado” is officially presented to the public.


Shortly after its release, bepado gains over 30,000 merchants through a cooperation with the German Dealers Association. Shopware also begins the process of internationalizing, with the Netherlands and UK as the first target markets.


A milestone year for the company: not only does 2015 meet the release of Shopware 5—which includes an extraordinary cinema tour—but the company also builds a larger, even more modern headquarters.