On June 17, 2025, Shopware unveiled a visionary outlook on the future of digital commerce during a dedicated Special Event – featuring exciting new features, deep insights into current developments, and a strong focus on B2B.
The Special Event centered entirely around a recorded talk from Shopware HQ. In it, CEO and Co-Founder Sebastian Hamann, together with Marie Reckendrees (Product Manager – Shopping Experiences), Aaron Schaarschmidt (Product Manager – Innovation), Tim Jurchen (Product Manager – Commerce Core), and Mark Stanley (CPTO), presented the latest product innovations – with practical insights, strategic context, and a shared vision for the future of commerce.
If you couldn’t join the event live, you can now watch the full talk at your own pace – or keep reading for a quick overview of the most important announcements.
➡ Want to jump straight to the video? Watch the talk here
Shopware AI, Agentic Commerce & more – our highlights
In the talk, our product experts not only introduced concrete new features, but also shared a clear vision: how merchants can actively shape the future of commerce – with the right technology, flexible tools, and intelligent assistants.
Here are the key innovations you won’t want to miss:
🧠 Shopware AI – work smarter, sell better
Shopware AI brings all AI-driven features together under one roof – from text and image editing to powerful tools that enhance the shopping experience. A major highlight: the new chat-based Copilot, which supports you with routine tasks in shop management, giving you more time for strategic planning and growing your business.
A closer look: the new Image Editor
With the Image Editor, you can create high-quality campaign visuals directly in the Shopware Media Manager – including cropping, realistic placement, shadows, and reflections. All without the need for a traditional photo shoot – saving both time and cost.
➡ Learn more about Shopware AI
🤖 Agentic Commerce – when AI becomes more than just an assistant
The next step in the evolution of digital commerce is called Agentic Commerce. What starts today with our Copilot will soon go further: intelligent AI agents that autonomously trigger processes – from quote generation and negotiation to final purchase.
The goal? Increased revenue, lower integration costs, more personalized shopping experiences, and greater monetization within the ecosystem.
A major milestone in this direction is the launch of the Agentic Commerce Alliance – a new industry initiative connecting AI-first companies in the commerce space. The alliance aims to define practical patterns, set technical standards, and foster mutual inspiration. Several well-known partners are already on board.
➡ Learn more about Agentic Commerce
🧩 New B2B Components – built for complex commerce
As the demand for powerful B2B solutions continues to grow, so does our feature set:
Organization Units allow you to define department-specific parameters within a company – such as payment methods or shipping addresses – making them ideal for decentralized purchasing structures.
With Advanced Product Catalogs, you can create tailored catalogs for individual customers and speed up personalized quote processes.
These new B2B Components support your business in every growth phase – from small and mid-sized companies to complex enterprise setups.
Today, over 60% of Shopware merchants run a dedicated B2B business or combine B2B and B2C – including well-known brands like Toyota, Ritter Sport, and Beijer Ref.
➡ Learn more about our B2B capabilities
🌐 New Community Hub – growing stronger together
Our community is a key pillar of the Shopware DNA. That’s why we’ve created the Community Hub – a platform designed to rethink collaboration, learning, and developer productivity.
Here’s what you can expect:
Knowledge sharing: Interactive learning content – both technical and non-technical – to help you get started and grow. Gamification elements like badges, kudos, and events keep engagement high.
Collaboration: According to the talk, the Hub can multiply developer productivity. It was even co-created by the community itself.
Networking: The Hub connects merchants, developers, and partners across all experience levels.
➡ Sign up for the Community Hub here
By the way: In the talk, our speakers go much deeper into the background, concepts, and strategic thinking behind these innovations – so even if you’ve read this blog, it’s definitely worth watching the full recording.
Shopware 6.7 – the technical foundation for what’s next
While the talk offers a clear look into the future of digital commerce, today also marks the release of a stable foundation to support it: Shopware 6.7.
From Shopware AI to the new B2B Components – the features introduced in the talk will become available in the near future. To use them, you’ll first need the latest Major Release. The features themselves are expected to roll out with Shopware 6.7.1.
That means: Shopware 6.7 is now available – and it lays the groundwork for you to take full advantage of what’s coming.
➡ Find all the details about the Major Release here.
The story behind the Special Event
These product innovations were originally meant to be unveiled at the Shopware Community Day on June 4, 2025.
However, due to the unexpected defusing of three World War II bombs in Cologne, the event had to be canceled at short notice. This was a disappointing turn of events – for us, and surely for many of you as well.
But we didn’t want to keep these product updates from you. That’s why we decided to share the keynote as a recorded talk in this digital Special Event format.
And that’s not the end of it: We want to make up for the Shopware Community Day and celebrate our 25th anniversary together with the community. And now the new date has been set: The event will take place in Cologne, Germany on September 16. Find out more here!
Watch the talk now and dive deeper
Want to see what everyone’s talking about – and get insights that go far beyond this blog post? Then don’t miss the recording of our Special Event talk: Our experts share in-depth context, background, and real use cases for the latest features.
You’ll also find a great overview of all announcements and innovations on our Special Event page.
