Sebastian Hamann's vision for the future of digital commerce – Interview at the DMEXCO [with video]

How can ecommerce companies successfully navigate growth and manage increasing complexity? At DMEXCO, Europe's leading digital marketing and technology event, Sebastian Hamann, CEO of Shopware, shared his insights on this very question during an engaging fireside chat with Ian Jindal, CEO of RetailX.

In this blog post, we break down the three key messages from their discussion – and how you can apply them to stay ahead in digital retail. In addition, you can watch the video of the full fireside chat at the end of this post.

• Prediction 1: Flexibility is key

• Prediction 2: B2B & B2C are increasingly blending

• Prediction 3: Assistant- and experience-led commerce is the future

• Full interview in the video

Flexibility is becoming increasingly important in a complex market

In the conversation, Sebastian emphasized that flexibility is the key ability of a company to adapt to customer behavior and understand their needs quickly. Only in this way could the company quickly iterate, see results immediately, and evolve through constant experimentation with customers. This would underscore how important it be for medium-sized companies to be able to respond flexibly to the challenges of the market. In light of the complexity, the rapidly changing macroeconomic environment, and the need to differentiate in the market, companies would have to continuously adapt their systems to remain competitive.

The solution would be to simplify processes by automating digital commerce using no-code and low-code tools such as Shopware's Rule Builder and Flow Builder. These tools allow you to efficiently define rules and automate processes, such as special rules for VIP customers like preferred shipping or special product placement. As a result, your company can respond flexibly to customer requests, adapt to their needs, and enable growth without getting bogged down in complex systems. In addition, AI-powered features such as AI Copilot can take over certain digital commerce tasks, allowing your business to streamline operations further and increase flexibility.

Increasing merging of B2B and B2C

Sebastian Hamann explains: There is a clear trend towards an increasing blending of B2B and B2C ("blended motion"). According to him, companies that traditionally operate in the B2C sector are increasingly penetrating the B2B market, while B2B companies are trying to position themselves more strongly in the consumer sector, for example, by developing their own direct brands. In this context, "consumerization" is taking place, i.e., consumer expectations and technologies are increasingly being used in a business context. In this sense, B2C companies are penetrating the B2B market, as business customers and consumers alike expect the ease of use, flexibility, and personalized experiences typical of B2C.

The difficulty would be that companies, especially in the B2B sector, need to embrace these new technologies and trends and change the way they work. It is said that traditional processes, such as the use of spreadsheets, are often still in place, and employees lack the necessary commitment to switch to new technologies.

"Even the best technologies don't add value if people don't use them properly," explains Sebastian Hamann, suggesting that they are then perceived internally as more of an obstacle. Ultimately, it would be important not only to implement the technology but also to involve the entire organization, especially the employees. Only then could the new processes and systems be used effectively and the transition to a blended B2B and B2C strategy be successful.

The same goes for Shopware's B2B components, which you can customize to meet your business needs. Choose only the components you need from the modular framework to optimize your B2B business efficiently.

Assistant and experience-led commerce will increasingly dominate in the future

According to Sebastian Hamann, the next stage of ecommerce platforms will be driven by personal assistants and emotionally engaging customer experiences. These personal assistants will have an intimate knowledge of users' needs and behaviors. They will be able to automate rational purchase decisions and assist in the efficient selection of products, especially those with low emotional content or services.

They will play an important role not only in the B2C sector but also in the B2B sector, as they can also take over the negotiation or quoting process.

In a future where everything is increasingly automated, Sebastian Hamann sees the key in emotional and sensory experiences. He explains: "What do customers remember? It's always things that have to do with emotions. Whether it's a good time with friends or a really good experience with a product - these moments are memorable and remain unforgettable in an increasingly automated world. “While automated processes could facilitate the rationality of the purchase, it could be the experiences that arouse emotions and inspire customers. This is how the shopping experience could be remembered.

With features such as Shopware's Shopping Experiences, you can take the first step in the right direction and give your brand an identity that captivates and memorizes your customers.

Eager for more insights? Watch the full interview!

The Fireside Chat at DMEXCO was a powerful demonstration of the importance of flexibility, automation, and emotional customer experiences for the future success of ecommerce. Sebastian Hamann and Ian Jindal offer valuable insights and practical strategies for meeting the challenges of an ever-changing digital retail world.

With the right tools, you can put your business on a growth track and impress your customers for the long term. Now is the perfect time to act and proactively shape the future of ecommerce.

Gain deeper insights into the ecommerce market of tomorrow and learn how to drive your business forward in digital commerce by watching the full interview now!

Copyright: @koelnmesse