New Com Summit Munich 2025

The New Com Summit 2025 in Munich was held under the motto „Playing field of the future“. On October 21 and 22, it brought together over 1,500 participants from e-commerce, tech and marketing with the aim of imparting practical knowledge, innovative impulses and new contacts. In their opening speech, Michael Kibele (CEO of New Com) and Tobias Tins (Team Leader Partnership & Events at New Com) for two days of knowledge and experience sharing. Their joint credo „Future through focus - Focus beats Fear“ was to characterize the atmosphere of the event: courageous, approachable, creative, collaborative and with fun in change.

Keynotes and lectures

With four stages and a broad portfolio of topics, the summit presented itself as a modern, dynamic event with keynotes, panels, case studies and masterclasses. All formats were designed to convey directly applicable, practical impulses and promote discussions. The keynotes set the pace for the summit: Innovation, data intelligence, new forms of communication and consistent target group orientation are the major topics of the future.

In his keynote speech „Beyond the AI Hype“, he spoke Philipp Klöckner (tech investor and podcaster) on the status quo. He also gave an outlook on the future of artificial intelligence in marketing and e-commerce. His prediction is that persuasive AI and new standards will fundamentally change marketing. He analyzed the volatility of the tech market using the example of DeepSeek, whose efficiency leap in computing costs had led to massive shifts in the industry.

His excursus on the emerging AI protocols MCP and A2A, which mark two decisive directions in agent AI, was particularly exciting. The Model Context Protocol (MCP) enables the connection of AI models to external tools, data and systems - an individual agent can thus access information or perform actions. The Agent-to-Agent Protocol (A2A), on the other hand, is used for the collaboration of several specialized agents that jointly manage complex tasks. Klöckner showed how these standards will determine the structure of the AI landscape in the future. His central thesis: AI will radically change marketing - from affiliate and influencer marketing to persuasive AI.

Toni van Zütphen (Snap Inc.) gave insights into the communication habits of Generation Z, particularly via Snapchat. One of the key messages of her presentation was that brands need to take an authentic stance and become part of the lifestyle in order to have a lasting influence on Gen Z's purchasing decisions.

Lara-Sophie Bothur (Global tech influencer and TEDx speaker) and Michael Kibele spoke on the topic of „The future of communication in an AI-supported world“. Bothur spoke about closeness, emotion and identification as the core of future communication. Building trust is more important than pure messages. She outlined the concept of a neuro-communicative future in which thoughts are translated directly into actions via AI - a seamless process with no pause for reaction. Kibele added: „In future, communication will be less of a message and more of a relationship.“.

ERP system and practical insights

In a master class, Samuel Vogel (CEO of Pickware) and Berkan Yildiz (founder and CEO of Vicinity) showed how partnerships can offer real added value and fulfillment processes can be optimized through innovative ERP features and collaborations. Pickware presented itself as a top solution for fast-growing e-commerce brands on Shopware and Shopify.

Eva Hibler (CMO at Bears with Benefits) and Fabian Muessig (Head of Solutions Engineering EMEA at Shopify) gave deep insights into the development and rapid growth of the brand. They described their early decision to use Shopify, transparency in influencer marketing and the challenges of TikTok Shops. The discussion highlighted how brands today can increase speed and efficiency through experimentation and structured evaluation of failed attempts.

A panel discussion was held on the opportunities and limits of international brand expansion. The message: Not every brand has to scale globally. Success comes when the product, culture and community fit. Plan small, try things out, learn and adapt strategies flexibly.

In the panel „Growth without Ops is Dead“, the panelists emphasized that sustainable growth depends not only on marketing, but also on efficient processes. Customer centricity, fast problem solving and team loyalty were named as decisive factors for operational excellence.

Knowledge transfer and networking

What makes a hype a hype? Of course, there is no general recipe for this. Christian Fenner (CMO at the nu company) shared transparent insights into the „Matcha Strawberries“ campaign in his field report. This was a perfect balance of channel mix, budget control and authenticity in the collaboration with Stefanie Giesinger (co-founder of Health Bar).

Valerie Dichtl and Ingrid Lommer (the founders of Marketplace Universe) showed where marketplaces should be strategically positioned for international expansion, which trends are shaping individual countries and categories and how data-based expansion on marketplaces is becoming the key for B2C brands.

Using practical examples, such as the T-shirt launch with AI support, the scaling of brands or the influence of TikTok on retail, participants were able to learn about methods and tools that can be applied immediately. In addition to specialist presentations, discussions on challenges, process optimization and customer centricity were also part of the program.

In addition to the exhibition space with numerous exhibitors from the e-commerce sector, digital and face-to-face formats offered a wide range of networking opportunities. We were able to hold many discussions with speakers and marketplace experts as well as representatives of brands and tech companies. We are now working on deepening our contacts and generating new, exciting partnerships that offer added value for our clients.

Conclusion

New Com 2025 was more than a conference - it was a laboratory for the future of e-commerce, marketing and tech. The event brought together technology, creativity and entrepreneurship in a way that combined practical learning with strategic vision. For fynax the summit not only offered specialist knowledge, but also a unique networking experience with many contacts. The future is not just a question of technology, but a question of focus and attitude - exactly as the opening credo put it: Focus beats fear.