Between Agentic Commerce and Christmas Catalogs: Brands Are Created In Conversation
We are a wholesale decor supplier.
Emotional product, tough margin logic.
At the same time, we are an outstanding B2B e-commerce player and Shopware Visionary Award winner. Our online shop is a transaction engine, data hub, and interaction platform.
And yet we still produce several thousand catalogs per year.
Why?
Because purchasing decisions in the decorative goods business are not purely demand-driven. They arise from inspiration and impact at the point of sale. Agentic commerce optimizes repeat orders. Inspiration arises differently.
That's why we rely on conversational commerce instead of pure agent logic. Brands are created through dialogue, not algorithms.
And that's exactly why print remains relevant for us. Our customers sell emotion at the POS. The catalog inspires, structures product ranges, and prepares purchasing decisions.
But print only works if it is efficient. Data-driven production, automated, directly linked to the shop.
For us, digital first does not mean digital only.
Between agentic commerce and the Christmas catalog, a real brand is created through the interaction of all touchpoints.
Jonathan Roxlau
Jonathan Roxlau is Head of Digital at the Wurm Group, one of Europe's leading B2B wholesalers for seasonal decorations and home and living products. Since 2017, he has been consistently developing Wurm's online shop into a fully-fledged sales channel and central interaction system, with annual sales of over ten million euros in B2B e-commerce today.
Wurm is one of the early adopters of Shopware 6 in the B2B environment and was awarded the Shopware Visionary Award in 2025. Jonathan stands for practical, real B2B commerce, beyond buzzwords. His focus is on functioning processes, data-driven scaling, and digital lead generation.
At the same time, he drives the strategic connection between technology, brand, and customer experience. Instead of blind automation hype, he focuses on conversational commerce, multitouchpoint strategies, and the conscious integration of print and digital.
With his agency nogency, he develops digital strategies and tools from companies for companies. His approach is clear: less theory, more implementation. The goal is measurable growth through systems that sell and brands that emerge through dialogue.
Michael Giesen
Michael Giesen is Head of Consulting at Laudert and has been helping companies achieve efficient, data-driven publishing processes for many years. With his in-depth understanding of the interplay between PIM, DAM, and dynamic publishing, he supports customers in transforming complex product data into scalable, cross-channel workflows.
At Laudert, it's not just about distributing content, but about creating effective content that brings products to life and resonates with customers — across channels and in every format.
