In the ever-evolving landscape of digital commerce, the significance of community and community organizations within ecommerce platforms cannot be overstated. This is especially important in Open Source (and Open core) platforms - where the community is often intimately involved in platform evolution. Shopware is no exception to this and community is especially important as it helps connect the naturally German speaking Shopware DACH ecosystem to the rest of the world.
Shopware United started in 2020 and initially focused on the non DACH Shopware markets – and provided an English speaking forum for the community to develop around. The focus fairly quickly adapted to include German community members – as they represent the vast majority of the Shopware ecosystem.
Shopware United has achieved a number of key successes – it has provided a ‘Community Voice’ service, that has allowed the community to present a structured voice to Shopware AG, and has ensured that the community gets a comprehensive response to their queries. This service has been especially invaluable in recent times, where Shopware AG has initiated tumultuous changes to the way it does business, with massive knock on effects for the ecosystem. Shopware United has also delivered the Solution Specialist qualification - which provides training and certification for non-developers and has already driven significant improvements in professionalism in the Shopware ecosystem.
Shopware United is currently involved in perhaps its greatest project, that of creating a Community Directory, which will allow all ecosystem members to exhibit, regardless of their partnership status with Shopware AG. Finally boutique agencies will be able to get visibility, and merchants will be able to do something as simple as finding suitable agencies withing a set radius.
This brings us to why community, and by extension community organisations like Shopware United, are so important.
When a platform, like Shopware 6, is launched it obviously is owned by its creator. But as Shopware agencies and developers invest in that platform they become stakeholders and as such need representation. Shopware AG must, of course, act in their own best interests, but this may not correspond with the interests of the community at large. That is where community organisations come into play.
Furthermore, there are other fundamental problems in any ecosystem – chief amongst them is that platforms often misunderstand who their customers really are. Agency and System Integrators (Sis) are more often the customers of ecommerce platform, as they buy in the platform to use in the provision of ecommerce facilities to their customers – platforms misunderstand this and downplay the role of agencies. It is therefore up to community organisations to ensure that agencies have the appropriate amount of power through community organisation and representation.
Community is also vital for the interests of the platform itself – as it drives awareness, validates community members, and decreases risks for merchants and agencies and SI’s alike. A platform like Shopware wants to show merchants that there is a wide range of SI options with their applications. SIs want to show that they are a competent and respected deliverer of solutions for the platform. SIs also want to reduce the risk in delivering projects so that they can improve either their profitability or competitiveness. Community organisations help with all of these issues.
One of the fundamental aspects of any successful ecommerce platform is trust. Community engagement contributes significantly to building trust among users. Customer reviews, discussions, and shared experiences within a community create a transparent environment where potential buyers can gain insights into products and services. Community-driven feedback establishes credibility, helping users make informed decisions and ultimately increasing their confidence in the platform.
Communities also serve as hubs for user-generated content. From product reviews and testimonials to unboxing videos and tutorials, community members actively contribute content that serves as authentic marketing material. This user-generated content not only helps in showcasing products in real-life scenarios but also aids in reaching a wider audience through organic, community-driven marketing efforts.
Community organizations often play a pivotal role in providing support and assistance to users, and Shopware United is no exception to this. Peer-to-peer interactions and shared knowledge within the community can help answer queries, troubleshoot issues, and provide valuable insights. Shopware United do this with Lunch and learn agency tie ups, Community breakfasts and other topical events.
This decentralized approach to customer support not only alleviates the burden on the platform's official support channels but also fosters a sense of belonging and cooperation among users.
Ecommerce platforms benefit greatly from community-driven product development and innovation, especially in Open Source communities. Quite apart from building innovative extensions to the platform, community members often provide valuable feedback and suggestions, helping the platform understand user needs and preferences. This direct line of communication enables ecommerce companies to iterate on their offerings, introduce new features, and stay ahead of the curve in a rapidly evolving market.
A strong sense of community fosters loyalty among users. When customers feel connected to a community of like-minded individuals, they are more likely to remain engaged with the platform. Ecommerce companies can leverage this loyalty to encourage repeat business, promote exclusive offers, and create a sustainable customer base. Shopware AG, has in the past been extremely supportive of the efforts of Shopware United, and we plan to ensure that this continues into the future, so that both the platform owner and the community can succeed and evolve.
The integration of community and community organisations into ecommerce platforms is not just a trend but a strategic imperative, for both platform owners (like Shopware AG) and ecosystem participants alike. These communities contribute to the overall success of the platform by building trust, fostering user engagement, driving innovation, and promoting a sense of belonging. As ecommerce continues to evolve, the platforms that are recognising and prioritising community-building efforts are forging ahead, and will continue to do so. Business is about achieving a balance of benefit between all participants, and community is at the heart of that.
Shopware United stands for the whole Shopware ecosystem, will ensure their interests are vigorously represented and, by so doing, will ensure that the Shopware ecosystem continues to grow and evolve. Also, we throw a damn good party – after all business is always better when we are all having fun with friends old and new!!
We are in the process of launching a Community Directory that gives all Shopware ecosystem participants, of whatever size and business type, the chance to show their involvement in and commitment to the Shopware platform. We think it will be a foundational step in taking Shopware Community to the next level of effectiveness.
We hope you will get involved with us – find out more at here.
Justin Biddle is a board member, and the current Chairman, of Shopware United, the Shopware Community organisation. He is also an independent consultant providing platform agnostic commercial and technical support to merchants and technology platforms in the ecommerce space (exetail.com). He was formerly the Regional Manager UK & Ire at Shopware and Managing Director of Flint Technology, an ecommerce System Integrator.
