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On June 6, Harry Stricker from Hörmann KG and I gave a presentation on the new Hörmann customer portal at this year's ECC FORUM in the SANAA building at Zollverein. The unique architecture of the SANAA building in Essen provided the perfect backdrop for the presentation and underscored the innovative nature of the project.

The new Hörmann customer portal

On 27 June, I attended koks.digital in the historic Rotunde Bochum – an event that was entirely dedicated to digital transformation and the latest trends in marketing. The atmosphere alone was inspiring: a perfect blend of old-world charm and forward-looking ideas.

koks.digital 2024: A day full of digital innovation in Rotunde Bochum

Accessibility in the digital space will become a legal requirement from June 2025 – at least for many companies. The Accessibility Enhancement Act (BFSG) will require B2C companies to make their websites and apps accessible from this date onwards. In this article, you can find out why digital accessibility is also important for B2B companies.

More than a law: why-accessibility-for-digital-products-is-crucial

How psychological insights can easily optimize the shopping experience and sales in Shopware. 

Psychology, UX and Shopware: The Jam Paradox 

**User experience** must be smarter, more transparent, and more adaptable in 2026. Customers expect proactive services, visible trust signals, and interfaces that adapt to the situation. AI will become the connecting factor between speed, personalization and compliance. This is important for brands with large product ranges, complex journeys, or strict regulatory frameworks.

UX trends 2026: The future that clicks

What Influence Does Our Memory Have on Our Online Shopping Behavior?

Psychology, UX and Shopware: Human Memory

We take a closer look on which impact social proof has on our shopping behaviour.

Psychology, UX and Shopware: Social Proof   

Stephanie Ebbert

Graphic with a bright, rounded UI element on a turquoise background. It says “UX Trends 2026” next to a small calendar icon. There are lots of black mouse pointers scattered around it.

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Michael Wolfframm

When it comes to personal customer meetings, traditional field sales and distribution remain a key success factor in many companies. However, with the increasing **digitization of B2B**, customers and buyers now expect immediate, cross-device access to relevant product information at any time.
A **digital product catalog** or a **self-service portal in B2B** meets this demand and at the same time reduces the workload for the sales department. Nevertheless, many sales employees are initially skeptical about such solutions.

Two people in a showroom are looking at a tablet with a holographic product display and technical details.

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Digital product catalog and analog sales: It's all in the mix

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Philipp Reichardt

Digital interactions and targeted information gathering are shaping purchasing behavior in B2B today more than ever before. What has long been standard in B2C – the search for comprehensive, emotionalized, and consistent **product information** – is increasingly finding its way into **B2B commerce**.

A person in a warehouse environment uses a tablet to interact with a holographic product display and technical specifications of the PowerDrive X400.

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PXM in B2B: How better product information increases conversion rates

Jörg Schönenstein Marketing- PR-Referent und Online Marketing Manager communicode AG

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Jörg Schönenstein

In today's digital world, the success of your **product communication** depends on how quickly and efficiently you can respond to change. Traditional **PIM projects**, with their long and inflexible planning phases, can quickly become a burden. They often lead to disappointing results, as the solution no longer meets current requirements by the time it is completed, or may need to be redesigned in the meantime.

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Agile PIM: Best practices for a successful PIM strategy

With the **Digital Product Passport (DPP)**, the EU is sending a clear signal for greater sustainability and transparency in product communication. From 2027, the **Digital Product Passport** will become mandatory for the first product groups. This is a step that will have far-reaching implications for **manufacturers, retailers, and the entire supply chain**.

Several turquoise product boxes with attached labels containing QR codes; in the foreground, a large label with a QR code and a reference to digital product passport information.

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From PIM to circular economy: Your path to the digital product passport

Michael Ochtrop

When it comes to digital sales channels, it is no longer enough to simply present products in a technically accurate manner. It is crucial that **product information is consistent, contextualized, and tailored to the target audience** in order to inform and convince.
**Product Experience Management (PXM)** helps companies present their products across all digital touchpoints in a way that is understandable, relevant, and emotionally appealing – thus actively contributing to the **customer experience** and purchasing decision.

Illustration with the central term “PXM” connected to four elements: ERP, PIM, DAM, and AI, which are linked together by lines.

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How Companies Use PXM, PIM, and AI to Create High-Converting Product Content

Successful e-commerce is closely linked to a precise digital marketing strategy. The key lies in **individual customer communication**. No one knows your customers as well as you do. We leverage this advantage to efficiently manage personalized campaigns with the help of **marketing automation** and measurably increase the impact of your marketing. With modern tools and systems, marketing activities can be **planned, automated, and analyzed in a targeted manner** to ensure the long-term success of your digital marketing.

Person working on a laptop with a financial dashboard showing real-time data on sales, costs, and profits

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Marketing automation in e-commerce: Target customers and manage processes intelligently

Customer expectations are changing rapidly: customers want consistent, complete, and appealing **product presentations** at all times – whether in B2B or B2C. They gather information online, compare offers, and expect product presentations that are accessible, consistent, and rich in information at all times. Those who fail to deliver will lose out. **Product information** is a central component of the digital **customer experience** and crucial for purchasing decisions.

Illustration with two scenes: It compares stressful manual data maintenance with relaxed, efficient product management using a PIM system.

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Your PIM Path: The safe and fast way to efficient product data management

The new **Product Safety Regulation GPSR 2023/988** came into force on December 13, 2024. It affects all companies that sell products in the European single market – both online and offline. Online retailers in particular should act now, as the obligations in e-commerce are extensive. The Product Safety Regulation requires more transparency, better traceability and the digital provision of safety-relevant information.

Illustration with smartphone, online shop view, and shopping cart full of packages, next to it EU flag with paragraph symbol and checklist; reference to GPSR 2023/988 for product safety regulation.

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GPSR 2023/988: Product safety goes digital – what online retailers need to know

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Bastian Busche

In today's digital world, efficiency in handling image material is crucial – especially for companies, agencies, and photographers who work with a wide variety of media on a daily basis. pixx.io, the smart media management solution from Germany, sets a good example here and offers you a modern feature that saves time and takes your media management to a new level: AI-supported face recognition.

Illustration of facial recognition and AI: portrait with facial recognition markers, computer screen, and symbols for security, search, and AI.

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Facial recognition with AI: Your advantages with pixx.io for efficient digital asset management

Anyone who regularly works with large quantities of images, whether in marketing, editorial, or corporate communications, knows the problem: manually managing and tagging images is time-consuming and drains creative energy. Smart tagging and automatic image tagging by pixx.io now makes this easier than ever.

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Use Smart Tagging in pixx.io to automatically tag images

Portrait Marketing Director Kerstin Wilke

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Kerstin Wilke

With its congress halls and conference rooms, the Estrel Berlin provided the perfect setting for K5. The catering was superbly delicious and varied – making it even easier to digest the flood of information at this event.

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Recap K5 2025 by communicode

The expectations of B2B customers have changed fundamentally in recent years. In their private lives, users are used to relevant content being shared digitally that corresponds to their interests. This expectation is increasingly being transferred to professional contexts. This presents marketing and sales with new challenges, but at the same time offers enormous potential for more relevance in communication. The key: personalization in B2B.

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Personalization in B2B: More relevance, better customer approach

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Swen Schollenbruch

Your company's own e-commerce system has been established for many years and is closely adapted to your individual business processes. However, functions are gradually being phased out and suddenly the announcement comes that support will be discontinued. This is the opportunity for composable commerce-based systems.

Emporix logo on a dark blue background, next to it symbols of an e-commerce platform

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Composable commerce with Emporix: How to successfully switch platforms in B2B e-commerce

PIM systems optimize product data and support the product supply chain, improve customer experiences, accelerate time-to-market and overall online marketing. PIM is your key to greater efficiency and sustainable growth.

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Using PIM systems correctly: Saving resources, time and money effectively

In the world of e-commerce, efficient management of digital assets is essential to ensure consistent and high-quality product presentation. Manual maintenance of images, metadata and other digital assets can be time-consuming and error-prone. 

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Connecting CELUM & SAP Commerce Cloud - with the CELUM Connector

In the context of our specific project work, we are currently realising that we are – once again, you could almost say – experiencing a radical change in the digital transformation. Several aspects stand out here. For our customers, it is no longer just about the management and provision of information, but also about the integration of external stakeholders and the creation of digitally usable content in good quality and structure. 

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PIM system migration as an opportunity: How to make digital transformation a success

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Thomas Kopatz

SAP Commerce, formerly known as Hybris, has established itself as one of the leading ERP and e-commerce systems, particularly in the area of product data management (PDM). Hybris Product Content Management (PCM) was originally developed to efficiently manage simple product data. The system offers solid functions for categorising and maintaining product information, but was not designed to cover the complex requirements of modern product information management (PIM). 
With the impending end of life of SAP Commerce On-Premise, many companies are now faced with the question: What's next? Seize this opportunity for a forward-looking strategic realignment.

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End of life for SAP Commerce On-Premise as an opportunity for strategic realignment

A woman with short, dyed blue hair stands in a living room, looking at her cell phone, which she holds in her right hand. Her left arm, amputated from the elbow, is supporting the phone.

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Why change at all? In a dynamic e-commerce landscape, flexibility is the key to success. Customer needs are constantly changing, new technologies and trends are emerging at a rapid pace, and competition is intensifying. To remain successful in this environment, companies must continuously develop their e-commerce platforms. Many shop operators are faced with the challenge of modernizing their e-commerce platforms to keep pace with the increasing demands of their customers. However, existing systems are often unable to bring these requirements to market at the required speed. Against the backdrop of the approaching end of support for SAP Commerce on-premise, this article looks at replacing a monolith with composable commerce using the example of SAP Commerce migration.

Insights

live and dev

communicode Author