Shopware Community Day: 25 Years of Innovation—AI, B2B, and PayPal Commerce Agent Platform in Focus

Schöppingen/Cologne, 16 September 2025 — At Shopware Community Day 2025, held in Cologne, Shopware unveiled new AI and B2B innovations, announced its integration with the new “PayPal Commerce Agent Platform, and celebrated its 25th anniversary. In front of 1,500 international guests, Shopware also presented metrics that demonstrate the company’s growth—and that of its ecosystem—in Europe and the United States, underscoring its global scalability and global community.

In the opening keynote, company founders and co‑CEOs Stefan and Sebastian Hamann looked back on an eventful quarter century. The brothers founded Shopware as teenagers, and even after 25 years of change and forward‑looking innovation, the “Day One” spirit still shapes the company, as Sebastian Hamann emphasised. The founders’ look ahead was equally impressive.

Strong growth — U.S. business quadrupled

Shopware has established itself as the first choice in the mid‑market and lower‑enterprise segment. This is due to the platform enabling merchants of this size to work more efficiently and permanently reduce the total operating costs of their online business. It is not only merchants that are seeing growth, Shopware itself is seeing impressive growth across key areas.

• Recurring revenue (ARR) grew by 40 percent in each of two consecutive years.

• More than half of that growth came from new‑customer business.

• U.S. business quadrupled in the first half of 2025 compared with the same period a year earlier.

• Since June, more than 2,400 new community members across 30 countries have joined.

• Shopware is regularly featured in globally recognised analyst reports (Paradigm, IDC, Forrester, Gartner), underscoring its international relevance.

Agentic commerce — freedom for merchants

To announce another step towards an agentic future, Ryan Prichard, Vice President SMB and Financial Services at PayPal, took the stage. As one of the first e-commerce platform providers in Europe, Shopware will build into the new Commerce Agent Platform that is being built by PayPal, that will be announced more widely soon. Prichard gave a preview of this platform and how it will enable Shopware merchants, if they choose, to make selected product data discoverable and purchasable directly in consumer AI experiences.

“Shopware is pursuing a consistent AI and agentic‑readiness strategy. We believe in open architecture and we always aim to put merchants at the center. With Shopware, merchants have the freedom to manage their systems and processes independently, autonomously, and without restrictions,” emphasised Sebastian Hamann.

As a result of the open architecture, merchants retain full control over data, processes, and the customer experience. The ability to adapt to new conditions in e‑commerce and to clearly differentiate is becoming increasingly important. Only those who stand out from the competition and can react quickly will have long‑term success.

To safeguard the freedom of commerce and establish key standards, Shopware founded the Agentic Commerce Alliance together with leading digital companies in spring 2025. Consistently, Shopware is also developing its own MCP server as a core technology for data exchange between AI models and the shop.

B2B innovations: personalized, efficient, and automated

Shopware’s B2B area is central to the company, and there were many new features at SCD. The system is deliberately geared toward enterprise readiness and complex business models (“Complex Commerce”) with custom workflows, multi‑tier sales, international rollouts, and deep integrations with third‑party systems. The goal is maximum control, flexibility, and efficiency. Complex setups can be mapped effortlessly, routine sales tasks are reduced, and more time is created for customer relationships and projects.

One example is Advanced Product Catalogs. The new feature—part of the extensive B2B Components—helps merchants create customer‑specific product catalogues. This is particularly helpful for large assortments, because the focus is on products actually needed. Advanced Product Catalogs is highly scalable and designed for smooth operation even with large data volumes. The feature is available now.

The new Budget Management enables a B2B merchant’s business customers to manage budgets in a targeted way and allocate them to teams. This delivers greater transparency and efficiency in a company’s controlling. Budget Management will be available for merchants shortly.

In addition, Shopware announced Individual Pricing. The feature maps customer‑specific prices directly in the shop. This saves B2B merchants resources, strengthens trust, and increases revenue through loyalty and repeat purchases. Sebastian Hamann cited the example of Shopware customer Interpneu, whose B2B shop performs around 16 million automated price updates per day with such functionality.

B2B was also in focus on a main‑stage panel in which Mark Casidsid (IDC), Ludger Müller (Strack Norma), Laurien Jakobi (Agiqon) and Terezia Batovska (shopware AG) discussed current trends and challenges in B2B commerce.

Community highlights: a day full of inspiration

At SCD, 56 speakers delivered value across three main stages. The focus was on AI, B2B, automation, best practices, spatial commerce, and new approaches to intelligent growth strategies. External guests such as Laura Kremer, Efe von Thenen (Thenen Ventures), Jonathan Roxlau (G. Wurm) and Michel Willems (H1) contributed valuable insights. In a discussion with Nicole Taupp (DRYKORN), Christina Skoeries (camel active), Astrid Reintjes (MissPompadour) and Laura Kremer, the panel shared many practical insights on how merchants can build a “love brand” with Shopware. “For me, the love‑brand panel was proof that camel active, DRYKORN and MissPompadour are using Shopware as the perfect foundation to grow internationally while staying close to their communities,” said Laura Kremer.

Above all, one thing became clear: with its innovations, Shopware is consistently focused on AI‑first commerce. You can find all the details and the keynote here.