“Lead with vision, not fear, and the future will belong to you”: 10 lessons from Sebastian Hamann, Co-CEO and Co-Founder, Shopware

The E-commerce Berlin Expo celebrated its 10th anniversary in 2026. To mark this milestone, we interviewed some of the world’s most influential leaders about the future of online retail, asking them to share their 10 valuable lessons in e-commerce. Their insights were featured in our special album, showcasing the most powerful voices in online retail, which we decided to share with you on E-commerce Germany News.

This time, we’re featuring an exclusive interview with Sebastian Hamann, Co-CEO and Co-Founder of Shopware. See what e-commerce lessons he shared with us below!

REINVENTING COMMERCE EXPERIENCES

What first drew you to this industry?

SEBASTIAN: What first drew me to this industry was a very personal project: in 2001, my brother and I built our first webshop for our uncle, who ran a small local office-supply store. At that time, there was practically no ready-made e-commerce software available, so everything we did was true pioneer work. The available solutions that did exist weren’t technically or design-wise good enough, which became another important reason for us to rethink how modern commerce software should look and feel. The challenge of creating something entirely new, without templates, best practices, or established tools, was incredibly motivating. We quickly realized how much potential digital commerce had for small businesses like his. That early experience sparked my passion for building solutions that empower merchants and ultimately led me into the e-commerce industry for good.

Which early failure taught you something that still guides you today?

SEBASTIAN: One early failure that still guides me today goes back to my teenage years, when I waited far too long to buy the newest 3dfx Voodoo5 graphics card. After endless overthinking, I finally bought it at a high price, only for the market to move on almost immediately, leaving it outdated. It taught me a lesson I still apply today: you will never find the perfect moment, and sometimes you must make decisions under uncertainty. Around the same time, I also had my first experience with an extremely upset customer who completely lost their temper at me. Learning to stay calm, focused, and solution-oriented in that moment became a formative experience. It helped me develop the resilience and mental steadiness that I rely on every single day as a founder and leader.

When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?

SEBASTIAN: When I look back at the past decade of e-commerce, I sometimes miss the sense of true creative breakthrough, the bold attempts to reinvent commerce experiences with storytelling, entertainment, personalization, gamification, and a bit more fun. Technologically, we’ve long had the potential to deliver much richer and more engaging shopping moments, but as an industry, we haven’t fully gotten there yet. I miss that pioneering spirit that pushed boundaries instead of optimizing the same patterns again and again. At the same time, I’m very glad we’ve left the Covid era behind us. Those years forced the industry into rapid adaptation, but they also created enormous pressure, shortages, and stress for merchants and teams. Moving past that period has allowed us to think more freely about the future again and to focus on innovation rather than crisis management.

Sustainable, measurable value beats pure growth

What is the single most important business lesson you have learned throughout your career?

SEBASTIAN: The most important business lesson I’ve learned is that hard decisions rarely get easier with time. Often, you already know deep down what needs to be done, but you postpone it because it feels more convenient in the moment. I’ve learned to trust that inner clarity and act on it sooner rather than later. Delaying tough calls usually only makes the impact greater and the outcome harder to manage. Executing decisively, even when it’s uncomfortable, creates momentum, protects the team, and ultimately strengthens the business. In the end, honest self-reflection is one of the most powerful tools a leader has.

Quote / Sebastian Hamann, Co-CEO and Co-Founder of Shopware

I never compromise on our core values: being open, authentic, and visionary. Trends come and go, and pressure can be intense, but staying true to these principles has always been my compass.

How would you define success in e-commerce today, and how has your view of it changed over time?

SEBASTIAN: Over time, my definition of success in e-commerce has shifted from pure growth to sustainable, measurable value. Today, real success shows up in profitability, strong customer feedback, and metrics like CAC efficiency, customer loyalty, and Net Revenue Retention. The years when markets were flooded with easy money created many artificial business models that could only survive as long as the funding did. Those days are gone, and that’s a good thing. What matters now is building businesses that customers genuinely return to because they love the experience, not because they were pushed there through expensive acquisition tactics. Sustainable models, grounded in real demand and long-term relationships, are the ones that will define the next decade of e-commerce.

What do you see as the biggest opportunity in e-commerce today?

SEBASTIAN: The biggest opportunity in e-commerce today is the rise of Agentic Commerce. As AI-driven agents begin to shape how consumers discover and buy products, the real differentiator will be experiences. In this new landscape, merchants who create memorable, emotionally resonant, and truly unique shopping experiences will stand out, because agents will reward clarity and quality, and customers will reward authenticity. The brands that combine intelligent automation with human creativity will lead the next major shift in commerce.

FRESH CONNECTION FORMATS

What’s the most counterintuitive or unconventional thing your company does today that actually works?

SEBASTIAN: One of the most unconventional things we do at Shopware, and that consistently works, is how we structure connection and culture globally. We run hybrid all-hands meetings with people gathered on-site at our campus while teams in Vietnam and the U.S. join live, creating a shared experience across time zones. And instead of a traditional Christmas party, we host a New Year Kickoff to align everyone on goals, energy, and direction for the year ahead. It may sound unusual, but these formats build more unity, focus, and momentum than anything we’ve done before.

Quote / Sebastian Hamann, Co-CEO and Co-Founder of Shopware

Innovation comes from bold decisions, the kind that feel uncomfortable, unconventional, or even counterintuitive at the time.

What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?

SEBASTIAN: I never compromise on our core values: being open, authentic, and visionary. Trends come and go, and pressure can be intense, but staying true to these principles has always been my compass. Openness keeps us collaborative, authenticity keeps us grounded, and a visionary mindset pushes us to build the future rather than react to it. No matter how the market shifts, these values guide every decision I make.

Looking ahead, what will define the next decade of e-commerce, and how does thinking about the future make you feel – optimistic, excited, concerned, or something else?

SEBASTIAN: Looking ahead, I believe we are at a true turning point in e-commerce, especially as AI assistants become deeply integrated into everyday shopping. Human buying behavior is shaped by two forces: rational decisions driven by need and facts, and emotional decisions driven by feelings, impulses, and subconscious cues. In the next decade, the rational side will increasingly be automated by AI: needs will be identified, products compared, and purchases completed with precision and efficiency. But that shift gives the human side a completely new relevance. Emotional depth, connection, and memorable experiences will become the defining differentiators and the areas where people, not machines, truly matter. It’s an exciting future, and we’re optimistic about helping merchants prepare for this new balance between automated efficiency and human-centered experience.

If you could leave a message for future e-commerce leaders, what would it be?

SEBASTIAN: If I could leave one message for future e-commerce leaders, it would be this: Mut statt Mittelmaß (choose courage over conformity). The industry is changing faster than ever: AI agents are reshaping purchasing, emotional experiences matter more than price, and traditional playbooks are losing relevance. In this environment, playing it safe is the riskiest strategy of all. Innovation comes from bold decisions, the kind that feel uncomfortable, unconventional, or even counterintuitive at the time. Whether it’s embracing open ecosystems, rethinking customer experiences, or building beyond big tech platforms, courage is what ultimately creates lasting impact. Lead with vision, not fear, and the future will belong to you.

SEBASTIAN’S BIO

Sebastian Hamann has shaped the evolution of commerce with a clear strategic vision and strong entrepreneurial drive. He co-founded Shopware at 15 with his brother Stefan and has since guided the development of a scalable, results-oriented platform for B2B and B2C organizations. Under his leadership, Shopware has set new standards in customer-centric design, operational efficiency, and technological innovation.

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