Northern Germany meets Oktoberfest. 😄 For me, honestly, it was almost a bit of

By Julian Thormählen · October 6, 2026 · Curated by George's Blog

Northern Germany meets Oktoberfest. 😄

For me, honestly, it was almost a bit of a culture shock.

And at the same time, pretty impressive:

A tradition that has been around since 1810 and, 216 years later, welcomed 7.4 million visitors and set a new attendance record.

Fittingly, we also had some great conversations about the future of e-commerce.

Including one question: Will classic online shops still exist in ten years?

I think they will.

Of course, they will look different and the way we shop will change.

But maybe Oktoberfest is actually a pretty good reminder: Just because something has been around for a long time doesn’t mean it’s outdated.

A big thank you to Shopify, Nosto, Klaviyo and Channable for the invitations and all the great conversations.

And a special thank you our friends to The Marketplace Guys Alexander Schnelle Bhavesh Tailor. It was a lot of fun and genuinely something special. 🍻