Community, Conversations, and Commerce in Brooklyn
When I think about what makes an industry event special, it’s never just the content — it’s the mix of people, energy, and the sense that something new is taking shape. That was exactly the case at Shoptoberfest 2025, hosted by Shopware at Radegast Biergarten Hall in Brooklyn on September 16th.
For those unfamiliar, Shopware is an eCommerce platform that started in Germany and has been steadily expanding in the U.S. market. Their annual Shoptoberfest is part conference, part community celebration — and this year, it felt like they’ve hit their stride in showing up with confidence in the North American eCommerce scene.
Highlights That Stood Out
The programming had a different flavor than your standard trade show. Instead of long sessions, Shopware leaned into TED-style talks that packed insights into tight, punchy presentations. It kept the energy high and the audience engaged.
Another standout: 10 of the top eCommerce podcasters recorded live onsite, including me with eCommerce Masters. There’s something electric about sitting to capture a conversation that will live on beyond the event — and it added a unique, dynamic layer to the experience.
And, of course, the overall energy. It wasn’t just a conference in a hall; it was a festival atmosphere, complete with German beer, food, and camaraderie. There’s something about clinking steins and sharing bratwurst that makes networking feel less like work and more like friendship.
Connections That Matter
Events like these are all about the people. I had the chance to reconnect with Jason Nyhus, President & GM of North America at Shopware, who is playing a key role in driving their U.S. expansion. I also sat down with Sarah Falcon, SVP of Global Marketing at the B2B Ecommerce Association, and even recorded a live podcast episode with her (coming soon).
I also caught up with Justin Scott from Dopple, Jason Greenwood of Greenwood Consulting, and teams from some of our valued partners — Hawksearch, Bluesnap, Pimcore, Webscale, and Platform.sh. These conversations weren’t just casual; they were reminders of the ecosystem that continues to push B2B eCommerce forward. And yes, they all happened while enjoying German beer — Prost!
Insights and Opportunities
One of the most powerful moments wasn’t something I experienced directly, but something our team did. Ariel Schwieg from Groove attended a Women in eCommerce event at Shoptoberfest, which highlighted the growing role of women leaders shaping the future of digital commerce. Representation and community matter, and seeing platforms like Shopware create space for these conversations gives me confidence in where the industry is headed.
From a technology perspective, the message was clear: Shopware is making a splash in B2B commerce for organizations as well as Brands replatforming from Magento that want greater control over their source code. In an era where many platforms lean toward closed ecosystems, their open approach is striking a chord. For manufacturers, distributors, and brands looking for flexibility, this positioning feels timely and relevant.
Wearing Lederhosen (and Loving It)
On a lighter note, I wore lederhosen for the first time. It was equal parts hilarious and authentic, but it underscored what makes Shoptoberfest different: this isn’t about corporate posturing, it’s about community. It’s about showing up, sharing stories, and yes, having a little fun while talking about serious business.
Looking Ahead
As Shopware continues to grow in the U.S., I’m excited to see how they’ll shape conversations around B2B commerce and open source. They know how to put on an event, but more importantly, they know how to foster community.
For Groove, events like this are more than just dates on the calendar. They’re opportunities to learn, to build connections, and to bring those insights back to our clients and partners. I left Brooklyn energized — with new ideas, deeper relationships, and a renewed sense of where B2B commerce is headed.
Here’s to Shoptoberfest 2025 — and to what’s coming next. Prost!
