Case Study: Shopware achieves streamlined, cross-team marketing collaboration with Jira Software

Shopware AG’s marketing teams optimize collaboration with Jira and Confluence Cloud

Shopware AG, a German leader in modular ecommerce with about 400 employees, faced coordination problems when its six marketing teams each used different tools. That fragmentation made it hard to get a clear view of cross‑functional campaigns, track status, and identify resource bottlenecks across planning, content, events, and digital execution.

Shopware extended its existing use of Atlassian tools into marketing, rolling out Jira and Confluence (migrating from on‑prem to cloud), configuring kanban boards and custom fields with IT, and supporting adoption through training, office hours, and a Slack channel. The result was improved transparency, better documentation and task structure, smoother cross‑team handoffs, and higher satisfaction—marketing teams can now collaborate more efficiently and rely on Jira as their shared workflow platform.

Shopware

Markus Merkwirth-Thimm

Partner Marketing Manager Technology