Key lessons from EXCITE 2024 to get you ready for this year’s event

Last year, Spryker’s flagship event EXCITE 2024 helped us rethink uncertainty. Under the powerful theme “Turning Volatility into Value,” we heard from industry leaders who showed us that unpredictability isn’t something to fear; it’s an opportunity to evolve.

At EXCITE 2025, we’ll explore Connected Commerce and what it means to power the hybrid future so that we can continue to bridge the gap between today’s obstacles and tomorrow’s opportunities. 

As we gear up for the big day, we’re reflecting on the top insights that shaped our thinking last year so you can hit the ground running and make the most of this year’s event.

From Chaos to Catalyst: 5 Lessons That Still Matter

In case you missed it, our top five takeaways from EXCITE 2024 are still incredibly relevant. Here’s a recap to set the stage for 2025:

1. Volatility may be the new normal, but it can also be a strategic advantage

Spryker CEO Boris Lokschin kicked off EXCITE 2024 by reframing market volatility as an untapped competitive edge. He pointed to rising economic uncertainty, tech disruption, and global upheavals as catalysts for growth, if businesses respond quickly and decisively.

The key? Agility. Lokschin introduced the concept of “Moving the Line”—the idea that shrinking your reaction time to market shifts unlocks a disproportionate return on innovation. Companies that outpace their competition in adapting to change can capture outsized value faster.

His advice was clear: rather than playing defense, businesses should embed volatility into their strategy. By focusing on innovation, speed, and operational efficiency, especially accelerating Time-to-First Sale, they can transform unpredictability into tangible gains like reduced costs, faster ROI, and long-term resilience.

Lokschin will take the stage again at this year’s EXCITE for another riveting presentation on the current state of digital commerce. 

2. Modularity is more than a buzzword; it’s business survival

We’ll never forget the dynamic fireside chat featuring Spryker Co-Founder and CEO Alex Graf, joined by Alessio Keller from AWS Marketplace, Tim Hagemann of Deloitte Digital, and Oliver Kraft from Valantic. Together, they explored the future of commerce through the lens of what Graf called “E-Commerce Value Chain 3.0.”

This next evolution challenges conventional thinking about where value is created. Instead of relying solely on cost-cutting or pricing strategies, businesses must reimagine their role in increasingly interconnected ecosystems. The panel posed bold questions: Will companies that fail to innovate simply vanish? And could collaboration, rather than cutthroat competition, become the new winning strategy?

Check back in with Graf at EXCITE 2025 for another candid take on the most pressing challenges and opportunities facing leaders today.

3. AI and automation are not optional

Artificial Intelligence was a major thread running through EXCITE 2024, spotlighted in sessions that showed how AI is transforming commerce. In a standout keynote, Anthony Soohoo framed AI as a magnifier that’s able to scale what’s already working but powerless to fix broken foundations. His takeaway was to get your operations in order, then use AI to drive smarter, faster growth.

Another forward-looking panel explored the Rise of Machine Customers—autonomous systems making their own buying decisions. Experts from MHP, TreviPay, and Stauff discussed how this shift is reshaping customer journeys and revenue strategies.

For developers, Spryker’s VP of Engineering, Alexander Galych, unveiled new genAI tools like the DevQA Assistant and Cypress E2E Assistant. These innovations aim to boost productivity, automate QA, and accelerate time-to-market, putting powerful AI directly into the hands of technical teams.

You can expect even more practical approaches and applications to AI at EXCITE 2025, exploring use cases, lessons, and what’s next. 

4. Marketplaces: The scalable model built for disruption

Marketplaces also took center stage at EXCITE 2024, proving their adaptability across industries, from automotive to retail. 

One standout use case came from SDVerse, whose matchmaking marketplace connects software vendors with automotive OEMs. Their model helps manufacturers respond to disruption by more efficiently aligning ecosystem partners and customer needs.

Spryker’s Sean Drummy and Grimme’s Kai Osterhus discussed evolving marketplace trends, tackling challenges like competition, regulation, and scalability. Their session offered strategic guidance for businesses navigating this complex but rewarding model.

Meanwhile, AWS’s Mauro De Micheli and Industry Advisory Nils Radsak explored how online marketplaces are helping automotive brands build direct relationships and tap into aftermarket sales.

The takeaway? Marketplaces are no longer niche—they’re a flexible, future-proof model helping businesses scale and stay relevant in fast-changing markets.

At this year’s EXCITE, you can expect to see more Spryker customers sharing their disruptive business models. 

5. Customer centricity is a moving target

EXCITE 2024 featured powerful real-world stories from Spryker customers who use innovation to thrive in volatile times. Siemens Healthineers’ Michael Schlitzkus shared how placing the customer at the center of their digital transformation strategy is driving engagement, loyalty, and revenue growth.

Swiss Krono’s Fabian Koelliker showed how AI is boosting efficiency and competitiveness, while emphasizing the importance of data and smart tech investments. Weleda’s Younes Kabbaj, joined by diva-e’s Volker Boehlke and Boris Bohn, detailed their journey toward building a scalable, transparent, and customer-centric digital ecosystem.

Other compelling spotlights included Schneider Electric’s use of automation to streamline workflows, and KoçZer’s impressive feat of navigating massive-scale change, impacting 10% of Turkey’s GDP, to deliver more customer value.

Together, these stories illustrated how Spryker customers are actively transforming volatility into business advantage. You can expect to see more examples of companies doing this today!

What’s next? Getting ready for EXCITE 2025

At EXCITE 2025, we’re taking these learnings to the next level by going beyond resilience and into orchestration, with powerful conversations on how businesses can seamlessly align their sales models, technologies, and customer experiences across physical and digital touchpoints.

Expect actionable insights on:

• Building unified commerce strategies
• Real-world use cases from automotive, manufacturing, and distribution leaders
• Partner showcases, live demos, and deep-dive sessions with the best in the business

Whether you joined us last year or are attending for the first time, EXCITE 2025 promises to be Spryker’s most powerful event yet. The lessons of 2024 made one thing clear: in times of volatility, the bold don’t just survive—they lead.