Our vision

To fundamentally change the future of online retail with imagination and courage

Our patterns in using products and services will change rapidly due to groundbreaking new technologies. For this purpose, the consumer must always be the focus of all considerations. For retailers and manufacturers, this means creating the best possible shopping experience for their customers. As Stefan Hamann announced in his keynote speech at the SCD, we stand on the threshold of a new age in eCommerce. We believe in three pillars that will have a crucial impact on the future of online retail.

To the Keynote

The pillars of online retail

We are convinced that in the near future automation, individuality and experience will be at the core of successful online retail. These three megatrends were the spark behind the visionary idea that a completely new software foundation was required to support future developments in eCommerce. We have therefore created a new technological basis for all future Shopware solutions to bring your online business into a new, successful era.


Treat your customers as the individuals they are

Every customer should be offered a shopping experience that is as tailored as possible. The products themselves should celebrate the individual and perfectly reflect the unique personality of every user.

In the future, people will focus more on individualism, optimism and meaningful relationships when making a purchase, opting to align purchases with their personal values.

The pursuit of human comfort

New technologies and automated processes aim to facilitate or even relieve users of routine tasks, ensuring that they are as comfortable as possible when it comes to placing an order. Well-known products or services are delivered at the lowest price and with the fastest possible shipping time – without a single mouse click.

Shopping becomes an experience

As everyday life becomes more automated, unique customer experiences will become all the more important. Emerging technologies that are in the process of going mainstream are opening doors to new, diverse worlds of experience.

Customers should be able to vividly immerse themselves in shopping environments, where products are tangible and can be experienced as if they were already at home. The online shopping experience of tomorrow will hardly differ from visiting a busy shopping district.

The new Shopware universe

We have been intensively researching what a new software foundation must offer in order to successfully shape the future of online retail. It must be as individually adaptable as we human beings are. The resulting solutions should automate as far as possible, and must offer customers an excitingly staged product experience.

This product vision has given rise to a new technological basis with a completely redeveloped and state-of-the-art core that consistently follows the API-first approach. Another important component is a new, flexible and modern administration interface that makes daily work all the more enjoyable. You can watch the initial results of our development here.

Welcome to Shopware Playground

The realisation of our product vision into new Shopware products and solutions is not far away. With Shopware Playground, we’re introducing you to the current state of our new technological base. Experience the new core and administration live and send us feedback.

Shopware Playground is not only our laboratory, it's your space for experimentation. With Playground you get early access to new and agile approaches in eCommerce and can test existing experiments for your business model, using an eCommerce tool kit provided to you completely free of charge. Using the API from the cloud, you can very quickly develop your own ideas for your project, implement them and make them available to the community.

Discover Playground
Playground Experiements

Get involved!

Do you want to contribute to the future of eCommerce? The current state of our new Shopware platform is already on GitHub.