At Strix, we’ve always believed that the future of commerce should belong to those who combine technological innovation with human-centric brand identity. That’s why we’re proud to be a founding member of the Agentic Commerce Alliance, a joint initiative launched alongside Shopware and other leading digital commerce players to ensure merchants remain empowered in an era increasingly shaped by artificial intelligence.

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‍Why Agentic Commerce matters

AI is rapidly transforming how commerce operates. As autonomous agents begin making purchase decisions, the traditional roles of brands and merchants are being challenged. In this new reality, there’s a real risk: a market where automation, price-based algorithms, and centralized platforms dominate, leaving little room for differentiation, customer connection, or merchant independence.

‍At Strix, we see a better way forward

Together with Shopware (the initiator of the Alliance) and 14 other forward-thinking companies, we’ve co-founded the Agentic Commerce Alliance to champion an open, diverse, and innovation-led vision for AI in commerce. Our mission is to give merchants the tools, standards, and agency to not just survive, but thrive in the Bot Economy.

Two guiding principles

The Alliance’s goals are bold, yet simple:

1. Empowering merchants in agent-based commerce
   ‍We’re contributing to the development of open, interoperable standards that enable businesses to engage with AI-driven commerce without surrendering control. These standards help AI agents evaluate value in richer, more meaningful ways, factoring in trust, expertise, experience, and alignment with customer needs.
2. Using AI to enhance brand differentiation
   ‍Rather than flattening the market, AI should elevate it. Through Agentic Commerce, brands can deliver hyper-personalized experiences, intelligent automation, immersive storytelling, and tailored service, all while maintaining full ownership of their identity and customer journey.

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United across industries

The Alliance is growing quickly. Alongside Shopware and Strix, it includes a strong mix of ecommerce, martech, and digital transformation partners: Pimcore, Basecom, Valantic, Human Element, ChannelEngine, Nosto, CapTech, Spotler, and others. Together, we represent a broad and diverse coalition of companies committed to shaping the ethical and strategic foundations of AI in digital commerce.

A future we believe in

Borys Skraba, CCO, Strix Group:

‍Joining the Agentic Commerce Alliance reflects a strong commitment to shaping the future of digital commerce. We believe it belongs to those who fuse technology with brand identity. Agentic Commerce isn’t just a trend – it’s a long-term vision to democratize commerce, where AI empowers brands of all sizes to thrive.

This isn’t just about staying ahead of technology. It’s about redefining the rules, ensuring that AI becomes a tool for empowerment, not consolidation. With over 55,000 merchants already powered by Shopware, and a growing ecosystem of partners aligned behind this vision, the groundwork is being laid for a more open, transparent, and human-first ecommerce landscape.

We’re excited to lead this next chapter. And we invite all innovators, merchants, and digital leaders to join us in building it.

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Utrecht, March 13th 2025 - Strix Group, a European digital commerce agency, acquired the Dutch e-commerce agency Sition. Sition is a well known specialized e-commerce agency in the Netherlands working with brands like Fleurop, Intersport, Ten Cate and Janssen Fritsen. Sition is a Shopware Gold partner and Shopify Plus partner.

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This acquisition is the first one after the recent announcement that DELTA Equity Partners invests in Strix Group to accelerate the growth through a buy and build strategy. Both founders of Sition, Michel Doens and Dennis Bottram, will stay in their current position and join the Strix Leadership Team, ensuring continuity and leveraging their extensive expertise within the organisation.

Dennis Bottram, co-founder and managing director of Sition:

‍This move fits perfectly with our growth ambitions and opens up new (international) opportunities for our team. By combining our expertise, we can make even more impact in the e-commerce world and serve our customers even better. The first steps we have taken together already feel very comfortable and familiar. I’m looking forward to building a strong future together with Strix!

Both Strix and Sition share a commitment to innovation, customer satisfaction, and technological excellence in the digital commerce space.

Marc-Paul Brandt, CEO of Strix Group:
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‍I’m very happy that Sition joined Strix. I’ve known Michel and Dennis for quite some years and I’ve always been impressed by their e-commerce knowledge and experience. I’m looking forward to working together with them to further build on our strategy to become the leading digital commerce agency in Europe, specialized in Shopify, Shopware and Magento. With this acquisition we double our team in the Netherlands with amazing talent that will keep working from our offices in Den Bosch and Utrecht.

The acquisition aligns with Strix Group’s strategy of expanding its footprint in key European markets and fostering an ecosystem of leading e-commerce professionals. With a presence in multiple countries, Strix is committed to driving digital transformation and supporting businesses in their online growth.

Michel Doens, co-founder and managing director of Sition:
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‍This step creates opportunities for both our clients and employees, as combining our expertise makes us the largest and most experienced Shopware partner in the Benelux. It also  enables growth as a Shopify Plus partner, building on the strength of and traction in the Dutch and German markets, where there's a fast growing Shopify client base.

The integration process is already underway, ensuring a seamless transition for Sition’s clients and employees. The combined expertise of both organisations will result in enhanced service offerings, stronger technological capabilities, and an even more dynamic approach to e-commerce innovation.

‍About Strix Group

‍Strix Group is an international digital commerce agency with over 200 e-commerce specialists working from offices in Poland, the Netherlands, and Germany. Strix Group is a Shopify Plus partner and Shopware Platinum partner. Strix Group works for leading B2B, retail, and D2C companies in the upper mid-market, including clients like Interpneu, Brita, Lancerto, Semilac, and Skins.

‍About Sition

‍Sition is an e-commerce agency located in Den Bosch. Sition was founded in 2000 and has grown to become a well known e-commerce specialist in the Netherlands. Sition was one of the first Shopware partners in the Benelux region and a former winner of the prestigious Shopware Partner of the year award. The team of 30 people work for clients like Fleurop, Ten Cate, Vehikit, Janssen Fritsen, ROBBShop, Intersport and Anna van Toor.

Strix Group, a European digital commerce agency, announces a strategic partnership with DELTA Equity Partners. DELTA Equity Partners, a Dutch private equity firm specializing in buy & build strategies, will support Strix in its ambition to become the leading European digital commerce agency.

‍With DELTA’s financial backing and extensive expertise in mergers and acquisitions, Strix will have the resources and support necessary to implement its buy & build strategy. This collaboration will bolster Strix’s capacity to deliver state-of-the-art digital commerce solutions to its growing portfolio of clients while providing significant opportunities for further internal growth and innovation for all Strixers.

Marc-Paul Brandt, CEO of Strix Group:

‍This partnership with DELTA marks a transformative step in Strix's journey. DELTA's trust in our team, combined with their expertise in M&A and technology investments, aligns perfectly with our vision of delivering state-of-the-art digital commerce solutions to our clients. Together, we are building a powerhouse that will shape the future of digital commerce across Europe.

Strix will continue to operate independently, retaining its management team and core services of delivering innovative digital commerce platforms together with its strategic technology partners Shopify, Shopware, commercetools and Adobe (Magento). Existing shareholders continue to support the company, ensuring continuity and alignment with Strix’s long-term goals.

Guided by the mission of Pushing Boundaries in Digital Commerce, Strix will be an even stronger strategic partner to its clients by adding technological capabilities and end-market expertise from new partnerships in the buy & build. By creating the leading European digital commerce agency, Strix will be the first to spot and adapt to new trends, deliver strong digital commerce solutions, and drive transformations across D2C, B2B, and marketplace models.

Niels van Aalten, Founder and Managing Partner of DELTA Equity Partners, shares his enthusiasm for the new partnership:
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‍The digital commerce market is fragmented and lacks a quality leader. With Strix, we see the opportunity to build a leader 100% focused on digital commerce. Strix's talented team, European footprint, and expertise in key technologies make it the ideal starting point for an ambitious buy & build strategy.

The decision to partner with DELTA followed an extensive search for the right investor. DELTA stood out for its alignment with Strix’s ambitions, collaborative approach, buy & build focus, and sector expertise. The firm’s track record in building successful companies and its focus on trust-based partnerships made it the ideal choice to support Strix in the next phase of its journey.

‍About Strix Group

‍Strix Group is an international digital commerce agency with over 200 e-commerce specialists working from offices in Poland, the Netherlands, and Germany. Strix Group is a Shopify Plus partner and Shopware Platinum partner. Strix Group works for leading B2B, retail, and D2C companies in the upper mid-market, including clients like Interpneu, Brita, Lancerto, Semilac, and Skins.

‍About DELTA Equity Partners

‍DELTA Equity Partners is a sector-specialized buy & build investor based in the Netherlands. The private equity firm invests in European SME companies in the technology and health sectors with the goal of building the next generation of quality leaders in niche markets, such as digital commerce. DELTA supports companies by executing the buy & build strategy and providing knowledge, expertise, and capital to execute the strategy.