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Pride and motivation at the same time: Shopware is recognized in Gartner’s Magic Quadrant for Digital Commerce 2020

Pride and motivation at the same time: Shopware is recognized in Gartner’s Magic Quadrant for Digital Commerce 2020

We’re happy to announce: Gartner included us in their Magic Quadrant for Digital Commerce 2020. What exactly does the Magic Quadrant represent and why is it so important? And what does this mean for Shopware’s positioning?

Quick introduction: Gartner and the Magic Quadrant

For those who work in the IT sector, Gartner should ring a bell: Gartner is among the leading companies in the area of research & consultation. Over 15,000 customers in more than 100 countries utilise the company’s services worldwide and take into account the associated expert opinions of Gartner’s analysts when making major decisions.

The Magic Quadrant, which Gartner publishes for several categories on an annual basis, is equally trendsetting. It provides investors, providers, and manufactures with a sense of direction for their respective market segment. Gartner describes it as this on their website: "A Magic Quadrant provides a graphical competitive positioning of four types of technology providers, in markets where growth is high and provider differentiation is distinct."

What is the Magic Quadrant, in our opinion?

The Magic Quadrant is based on Gartner’s research outcome and provides a graphic competitive positioning. Four Quadrants are depicted along a two-dimensional matrix, consisting of a “Completeness of vision” and an “Ability to execute” axis. These are the four categories that relevant companies are put into:

  • Challengers
  • Leaders
  • Niche Players
  • Visionaries

Gartner’s analysts evaluate the Magic Quadrant each year, thus taking into consideration market and customer requirements as well as trends. This way, not only are the existing vendors evaluated, but the positioning criteria within the Quadrant are also renewed every year. Accordingly, large changes compared to the previous year are quite common. This year, Shopware is part of the Magic Quadrant for the first time – namely in the area of “Digital Commerce 2020”. In addition to positioning companies within the Quadrant, Gartner also writes about all positioned companies in an extensive report.

How did Shopware do?


Shopware has been named as a Niche Player in the Magic Quadrant. In our view, even just to be considered for the Magic Quadrant is a great honour for many small and medium-sized companies and illustrates how relevant they are in their respective market.

In the report, Gartner also talks about the strengths of shopware AG and their software. In our opinion, the release of Shopware 6 last year was likely one of the key factors for why Shopware was considered. The new version of the award-winning software was developed from scratch following an API-first approach. This means that the new e-commerce system is not only high-performing and flexible, but also prepared for future challenges that are yet to be seen. Another contributing factor for Shopware’s inclusion in the quadrant was the new rule builder, which gives retailers the flexibility and automation they need to grow – a true Shopware USP.

What does the inclusion in the Magic Quadrant mean for Shopware?

Overall, it’s a joyous occurrence. Even just being considered for the Magic Quadrant illustrates how relevant Shopware is on the market. Shopware is still one of the strongest providers of e-commerce software worldwide.

Still, now is not the time to rest on our laurels. We need to use that energy and passionately follow our goal of improving even more.

Our founder Stefan Hamann summarises:


We want to continue to improve and are highly motivated to regularly provide our community with product optimisations, innovations and insights. We believe that being able to grow and improve also entails being transparent and gathering valuable feedback. To that end, we’re publishing our Roadmap, making it as transparent as we possibly can. At the same time, we’re offering illustrative and explanatory insights into our plans by providing recurring formats such as the Global Product Update and Release News.

This way, we hope to gather honest feedback from the community that we can tap into. This is the only way we can get closer to our goal of offering our retailers the most high-performing and suitable e-commerce solution and optimally support them in their growth.

Find out more about our positioning within the Magic Quadrant for Digital Commerce 2020 in the report!

Read report now

Gartner, Magic Quadrant for Digital Commerce, 25 August 2020, Mike Lowndes, Jason Daigler, Sandy Shen, Penny Gillespie, Yanna Dharmasthira.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Shopware.

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