22.09.2025 at Triebwerk, Munich at foobar Agency:

eCommerce Tech Forum

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"Attended the eCommerce Tech Forum for the first time and was impressed by the concise talks, the networking opportunities, and the professional organization. Highlights included the sessions on chatbots vs. salesbots, edge computing, and MACH multibrand strategies. A successful event with valuable insights and new connections. I’ll definitely be back."

— Konrad Güßbacher, eCommerce Architect at ifm

Matthias Dietrich, CEO foobar Agency

Matthias Dietrich

CEO & founder of
foobar Agency

Host

Profil Picture of Michael Schultheiss, looking direct into the camera.

Michael Schultheiss

VP Product & Technology - reMarkable

Workshop Speaker

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Carsten Schüerhoff

Experte für digitale Geschäftsmodelle/ Innovation & Wachstum - IBP

Workshop Speaker

Profil picture of Ralf Mietschke

Ralf Mietschke

Senior Channel Sales Manager - Fastly

Workshop Speaker

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Maximilian Meier

Management Consultant & Practise Lead „agiles Arbeiten“ - IBP

Workshop Speaker

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David Schuh

CEO - Thorit

Workshop Speaker

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Session 1

How to build a high-performing and efficient (eCommerce) Product & Tech organization

For years, growth was the only metric that mattered — fueled by cheap capital and bold moonshot visions. But in today’s reality of tighter margins and greater cost awareness, efficiency has become just as critical as growth. At the same time, the rapid rise of AI reopens a fundamental question: make or buy? What should be built in-house, what can be sourced externally, and how does AI change the equation altogether?

In this interactive workshop, we’ll explore proven strategies and practical approaches for designing Product and Tech organizations that deliver both performance and efficiency.

Key content:

  • High performing: What does “good” really look like?
  • The silver bullet: Finding the right team setup, topology, and structure
  • Make vs. buy: What shifts with AI, and how should leaders adapt?
Session 1
Could mobile payments and AI be the ideal combination for achieving customer loyalty?

Many retailers invest in loyalty programs, but their reach and impact often remain limited. The integration of mobile payment technology with artificial intelligence has the potential to generate significant added value, including reduced costs, enhanced relevance, and increased margins.

In my presentation, I will demonstrate how retailers can develop loyalty apps with payment and AI capabilities to enhance customer loyalty.

Key content:

  • An examination of the constraints imposed by traditional loyalty programs.
  • The impact of payment integration on the proliferation of mobile applications.
  • Hyper-personalization through AI can lead to increased sales, more competitive pricing, and stronger customer loyalty.
  • Factors contributing to the successful implementation of mobile payments and artificial intelligence in customer relationship management (CRM)
  • Outlook: What forms can customer loyalty programs take in the B2B context?
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Session 1

Customer experience reimagined – From lead to loyal customer relationship via eCommerce, app, and service

In this workshop, we'll walk you through how to create a consistent customer experience — from first point of contact to building long-term relationships. We'll use examples to show how HubSpot, as a central customer platform, helps connect eCommerce, apps, and services seamlessly.

Here are the main questions to consider:

  • How can we make sure our customers get a consistent, personalized experience — from the first click to a long-term relationship?
  • What tools can we use to guide customers through the shop, app, and service in a targeted manner – instead of losing them along the way?
  • How can we transform fragmented systems, data, and touchpoints into a consistent journey without losing sight of the customer?
Session 2
Secure by Design: Protection that thinks for itself

Security in eCommerce isn't a special topic — it's the basis for performance, trust, and growth. In this session, we'll show how typical threat scenarios can be identified and mitigated with little effort — before they become a problem.

We'll talk about:

  • How do I recognize automated attacks before they cause damage? (Keyword: bot management)
  • What should I do if my platform gets suddenly overloaded? (Keyword: DDoS attacks)
  • How can I secure interfaces without losing my flexibility? (Keyword: API protection)

If you're interested in learning how to think securely, quickly, and resiliently about eCommerce today, this is for you.

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Session 3
From use case to use value – how AI and agility are rethinking eCommerce

A lot of eCommerce companies have already tried out their first AI applications, but the business benefits are often hard to measure. In this presentation, we'll show how agile principles can help you create real value from promising ideas. We'll use concrete examples and an interactive exercise to work out how AI initiatives in eCommerce can be led to success in a structured, user-centered, and iterative way.

Here's what you'll take away from this session:

  • Why AI projects in e-commerce often don't make it from theory to practice (the difference between "use case" and "use value") and how agility can help bridge that gap
  • Practical examples from retail and platform businesses (like using AI for product texts, returns forecasts, etc.)
  • An interactive session where you'll brainstorm your own use cases and talk about what's blocking you
  • Agile principles as a prerequisite for an error culture, learning spaces, and real innovation
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"What impressed me most about the forum was its open atmosphere. I immediately got into conversation with others, was able to exchange honestly about current challenges, and took away not only valuable insights but also connections that will last well beyond the event itself."

— Ludwig Schirmer, Head of B2C Europe @AIR

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Visitors networking at E-Commerce Tech Forum at foobar Agency April 2024
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Let's talk!

We look forward to hearing from you.

Matthias Dietrich: As the founder and managing director of foobar Agency, Matthias brings over 20 years of experience in implementing and strategizing eCommerce projects. His expertise helps companies effectively translate technological innovation into business success.

Matthias Dietrich, Founder & CEO

+49 89 244 174 840

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