eCommerce Tech Forum by foobar Agency

Be there on May 21st in Munich!

The eCommerce Tech Forum – where digital strategies find their direction.

Technological decisions no longer just influence the tech stack – they define the business model, the customer experience and the growth of tomorrow.

The eCommerce Tech Forum creates a space where current developments are not only presented but also considered in terms of their strategic implications. A day for everyone who shapes eCommerce not only operationally, but holistically – with vision and depth.

What makes the forum special:

• Impulses at eye level – compact, focused and free of clichés.
• Curated line-up – from real use cases to groundbreaking trends.
• Exchange with substance – in an environment that prioritizes quality over quantity.
• Combining tech and business – not as a buzzword, but as a claim.

Whether it's about the next step in architecture, AI-supported efficiency, or the question of which systems will still be viable tomorrow, people with responsibility meet here. Because the right impulses make the decisive difference.

After an exciting keynote speech by Domenico Cipolla , we invite you to a relaxed BBQ to deepen the conversation and expand your network. Together we will create space for new ideas and real change.

The future doesn’t wait – be there and help shape it.

👉 Register HERE

More about the presentations & get to know the speakers:

Keynote with Domenico Cipolla

🎤 Multichannel Unlocked – Reimagining Growth in eCommerce in 2025

2025 will be a year of contrasts in e-commerce: Customers expect seamless, personalized experiences – while margin pressure, logistical complexity, and geopolitical uncertainties such as trade conflicts are noticeably increasing. In addition, growing competition and increasing fragmentation of sales channels make business as usual impossible.

In his keynote, Domenico Cipolla addresses precisely these macro and micro trends – and shows how companies can address them strategically and operationally.

Based on insights from Xentral's collaboration with over 1,800 retailers, Domenico demonstrates how modern companies can automate their commerce processes across channels, scale growth, and remain operationally flexible.

You'll hear about:

• Which e-commerce trends will be crucial in 2025
• How to strategically address changing customer needs
• How to achieve multichannel growth – without compromising efficiency and margins
• And why automation is not a luxury, but a necessity⁠

Domenico Cipolla is Co-CEO of Xentral ERP. With leadership experience at YFood and Home24, as well as as a partner at Freigeist Capital, he knows the requirements of high-growth companies firsthand. His focus is on scalable systems that enable companies to grow sustainably, even in uncertain times.
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⁠Keynote with Andreas Kuchenbecker

🎤 From Touchpoint to Relationship: Customer Experience as a Successful Strategy in eCommerce Products?

In an increasingly tight market, creating sustainable customer experiences is the only way for companies to differentiate themselves.

However, anyone who wants to design customer experiences in eCommerce cannot stop at the online store and reduce customer centricity to conversion and checkout. Considering the entire customer journey is crucial – from the initial search through ordering and delivery to returns and customer service.
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⁠In his keynote speech, Andreas Kuchenbecker will demonstrate the key levers companies can use to design this journey in a customer-centric and consistent manner:

• ⁠Understanding the entire customer journey – not just optimizing the funnel
• Listening to the voice of the customer – and translating it into decisions
• Thinking end-to-end – enabling customer experiences across departmental boundaries

Andreas Kuchenbecker is a Management Consultant and Practice Lead CX at Iskander Business Partner, a multi-award-winning hidden champion for customer management topics. His focus is on the definition and implementation of CX concepts as a lever for the (digital) transformation of companies towards customer centricity.

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⁠Keynote with Mario Lenz

🎤 Agents Take Over – How AI Is Re-Orchestrating eCommerce

In the eCommerce of tomorrow, customers will no longer hand over their intentions to websites – but to AI-driven agents.

These agents find, compare, personalize, and buy – automatically, intelligently, and efficiently. The classic user journey is being replaced by a new, invisible interplay of headless CMS, commerce systems, and agentic AI.

In his keynote, Mario Lenz will demonstrate how commerce processes, content structures, and user interactions are fundamentally changing as a result – and what companies can do to prepare for this new reality.

He will shed light on:

• Why structured product and content data is becoming a key success factor
• How modern CMS and commerce systems together form the basis for AI-driven processes
• What requirements this places on content models, data flows, and governance
• And what concrete steps can be taken today to become AI-ready

⁠Mario Lenz is CPTO at Hygraph. He has been developing product and platform strategies in the B2B SaaS environment for many years – with a focus on user-centric solutions that make technology tangible and enable sustainable growth.

agenda

Please note: the talks will be held in German.

• 4:30 PM — Admission
• 5:00 PM — Opening with Matthias Dietrich
  • 5:15 p.m. — Keynote with Domenico Cipolla
  • 5:45 pm — Keynote with Andreas Kuchenbecker
  • 6:15 pm — Keynote with Mario Lenz
• 6:45 pm — Q&A Session
• 7:00 pm — Networking & BBQ
• 9:00 pm — Event Closing, Open End

foobar Agency Office Munich

foobar Agency GmbH
Ria-Burkei-Str. 25
81249 München
⁠(Map)