Shopware is one of the leading providers of e-commerce platforms in the EMEA region. Helping their customers succeed in their daily e-commerce activities and build a strong brand identity on digital channels, all while avoiding dependency on major players and global markets. We had the opportunity to speak with Alexey Pronin at the Webwinkel Vakdagen, where we discussed their involvement in the exhibition, his perspective on the current digital commerce landscape and the developments he anticipates for the future.
A healthy mix of attendees at the Webwinkel Vakdagen
Shopware has been active in the Benelux market for about seven years, with the Webwinkel Vakdagen being one of the key events they regularly attend. According to Alexey, WWV is the largest e-commerce-focused exhibition in the region. ‘For us, as an active player in this market with a wide customer base, partners and an outstanding ecosystem, it’s essential to be part of this community’. The Webwinkel Vakdagen offers Shopware a valuable opportunity to meet potential customers, engage with current clients and strengthen their regional network, he explains.
Alexey highlights that the audience at the Webwinkel Vakdagen is a healthy and diverse mix. ‘On one hand, my team has had conversations with several smaller shops today. But next to that, we’ve also had the opportunity to engage with some of the larger, leading brands in the country, which is equally valuable for us.’ He further emphasizes that the event attracts both new and potential clients, creating a perfect blend: ‘It’s a wonderful opportunity to reconnect with existing customers and have meaningful conversations with them.’ This combination makes WVV an event of long-term value for Shopware, one they look forward to continuing to be part of.
The power of automation
During our conversation with Alexey at the Webwinkel Vakdagen, it quickly became clear that AI was a central theme at this year’s event. While AI has the potential to support a wide range of applications, Alexey emphasizes that its greatest value for Shopware lies in automation: ‘Historically, e-commerce businesses have had a range of daily tasks in their operations. With the growing adoption of AI and large language models, there’s now a real opportunity to automate many of these activities.’ This reduces the need for human intervention, as manual data entry becomes a thing of the past. Such complete automation is made possible by emerging AI technologies like Agentic AI, Alexey explains.
At Shopware, they are fully aware of these developments and actively developing new solutions to help their customers boost efficiency, save time and optimize the costs of their daily operations.
'Automation is one way we’re helping our merchants and businesses become more efficient, save time and optimize the costs of their daily operations.’
- Alexey Pronin
Shopware is investing heavily in AI. Among their portfolio of solutions is the Shopware AI Copilot, a set of over twelve AI-driven features that are seamlessly integrated into the Shopware platform. ‘This module enables e-commerce businesses around the world to significantly accelerate their daily operations,’ Alexey concluded.
Strengthening customer relationships and stimulating growth at WWV
Participating in the Webwinkel Vakdagen allows Shopware to build momentum in the Netherlands, Belgium and surrounding regions, while also informing potential customers about the solutions they offer, such as the previously mentioned Shopware AI Copilot. ‘The goal of our participation is, of course, to attract new customers and introduce them to our software, sparking their interest,’ says Alexey. However, building momentum goes beyond just attracting new clients. It also involves engaging with current customers and partners: ‘We truly are an e-commerce ecosystem. On one hand, we have our customers who rely on our technology daily to run their e-commerce operations. On the other hand, it’s also an opportunity to reconnect with our existing clients in the region. And, not to be overlooked, it’s important for us to continue engaging with our implementation partners here, as well as our technology partners in areas such as payments, ERP, personalization and many others.’
The importance of being distinctive
In addition to saving time and optimizing cost efficiency through automation, Alexey highlights another crucial element in the digital commerce market: differentiation. He points out that e-commerce is no new industry. With so many players in the market, standing out and being distinctive has become essential.
'E-commerce has been around for about 30 years now, and as consumers, we all notice that many websites tend to look quite similar. This makes it more important than ever for businesses to differentiate themselves. Differentiation has therefore become a crucial factor in today’s market.’
- Alexey Pronin
According to Alexey, this ability to stand out is particularly evident at the Webwinkel Vakdagen. Unlike many other exhibitions, WWV provides companies with a prime opportunity to boost their visibility. ‘It’s hard to find another e-commerce event of comparable scale and impact, especially within the Benelux region. So, practically speaking, if you’re an e-commerce business looking to be active in this market and increase your visibility, it’s the only choice. The Webwinkel Vakdagen offers a unique opportunity to reach a broad and relevant audience, which sets this event apart from others.’
AI elevates the customer journey
We are seeing a comeback of popular themes from the past, driven by new developments in AI. A prime example of this is personalisation. Years ago, personalization became a key factor for online stores to differentiate themselves, and it’s a well-known concept in e-commerce. With the rise of AI, personalisation is receiving a fresh boost. As Alexey points out: ‘Personalization has been around as long as I’ve been in this industry. But with the new level of AI adoption and the AI capabilities we see today, we can elevate personalization to a whole new level.’
Alexey predicts that in the near future, online shoppers will no longer need to scroll through multiple websites. ‘By sharing specific data and insights about our profile, AI algorithms can tailor the entire user experience to meet our personal needs. This brings personalization to a whole new level, allowing customers to skip unnecessary steps in their shopping journey.’
The future of digital commerce
When asked about the future of digital commerce, Alexey doesn’t hesitate. Whereas the customer journey once began with search engines on the internet, it’s now Shifting towards ChatGPT.
'I don’t know about you, but when I need to look something up these days, I usually use ChatGPT or something similar. It just works much faster.’
- Alexey Pronin
In the past, everything related to SEO, marketing and optimization was crucial for businesses to drive traffic and successfully convert this traffic. However, companies now need to shift their focus from traditional search engine optimization to prompt-engine or answer-engine optimization, says Alexey. ‘This is definitely the next wave we can expect.’
Webwinkel Vakdagen as a platform for innovation and knowledge sharing
The Webwinkel Vakdagen of 2025 clearly highlighted the role AI will play in the future of e-commerce. As Alexey points out, the exhibition offers an excellent platform not only to showcase the latest technologies but also to demonstrate how these innovations are making a real impact on everyday business operations.
For Shopware, the Webwinkel Vakdagen is not just an opportunity to show and promote their technology, it’s also a key moment to focus on the transformative changes AI is driving within the e-commerce landscape. According to Alexey, businesses must have a solid foundation and the right data in place before they can fully take advantage of the opportunities AI has to offer. The Webwinkel Vakdagen serves as an important platform for companies to discover the latest developments, share insights and learn how to effectively prepare for the future of digital commerce.
Alexey Pronin holds the position of General Manager for the EMEA region at Shopware, one of the leading e-commerce platforms in the Benelux area. In 2025, Shopware participated as an exhibitor at the Webwinkel Vakdagen.
