Who stands behind commerceCoach
About me
Over 25 years in e-commerce, six of them at Shopify, five at commercetools — that's my background. I help with platform selection, design system architectures and enable teams to work independently. Shopify and Agentic Commerce are my main focus areas. I originally studied English linguistics, earned a PhD and published four technical books with O'Reilly. The combination of language and technology still shapes how I work today.
Career
commerceCoach
Since early 2026, I have been working as an independent e-commerce technology consultant for companies and agencies. My focus is on platform strategy, Shopify consulting and Agentic Commerce. I combine technical depth with strategic thinking – hands-on and vendor-independent.
Shopify
For six years, I worked at Shopify in technical partner management and enablement. I supported agencies and system integrators across DACH, UK and Scandinavia, helping them build Shopify expertise. Theme architecture, app integrations, checkout extensions and migration projects were my daily business.
commercetools
At commercetools, I served as Industry Analyst responsible for market development in Germany, UK and Scandinavia. I played a key role in establishing the concepts of "Headless Commerce" and "MACH architecture" in the European market. My work included talks, studies and the strategic positioning of the platform.
ShopTechBlog
Since 2006, I have been running ShopTechBlog – one of the longest-standing German-language industry blogs on e-commerce technology. In blog posts and podcast episodes, I analyse trends around Shopify, MACH architecture, AI in e-commerce and the future of online retail.
Freelance consulting, books & talks
As a freelance consultant, I helped companies select and implement e-commerce platforms. In parallel, I published four technical books with O'Reilly, spoke at conferences such as dmexco and regularly contributed to trade publications like t3n and Internet World Business.
Publications & talks (selection)
Technical books (O'Reilly)
- OXID eShop Kochbuch (2013)
- Onlineshops mit OXID eShop (2012)
- Magento – Das Handbuch für Entwickler (2010)
- Online-Shops mit Magento (2009)
Talks & conferences
- dmexco, eTail Nordic, Bloomreach Connect
- Content Commerce Summit, Magnolia DX Day
- Workshops for agencies and universities
Trade media
- t3n Magazine & Online (14+ articles)
- HORIZONT, Internet World Business
- PHP-Magazin, Buchmarkt
Studies & podcasts
- EHI study: Shop systems in Germany (2015)
- ShopTechBlog podcast
- Handel40 podcast, Merchant Inspiration podcast
Education
- 1996 – 2005 PhD (Dr. phil.), RWTH Aachen University – English Literature & Linguistics, minor in Economics
- 2000 – 2001 University of Western Australia, Perth
- 1998 – 1999 University of Reading, UK
Learn more
Full CV, all publications and talks.