Introducing Storyfront.

A store that builds itself around your conversation — with stories, imagery, and experiences instead of menus.

Get your own storyfront Open demo ↗

Every product starts as a story

Someone's idea. Someone's craft. Someone's hundred failed attempts before the one that finally worked.

But the story gets lost in the grid

Same white background. Same four bullet points. And the template is the same for everyone, whoever you are, whatever you came looking for. Nothing about it is tailored to you.

We think it's time the template changed.

Nine product pages from the same store side by side — nine different handmade ceramics, one identical template.

This is a storyfront

You say what you're looking for. And the store responds — not with a list, but with an experience built around you, in the moment. The products you should see. The stories behind them. The details that matter to you.

Not a chatbot.

A chatbot answers with a wall of text. Here, the conversation drives the experience — what comes back is a living interface that unfolds like a great store associate walking you through the shop.

A hand-forged santoku knife with a walnut handle on a dark walnut cutting board.

A gift for a cook isn’t a gadget — it’s the knife they’ll reach for every day for twenty years. Meet the hand-forged santoku.

Macro close-up of the santoku blade’s hammered tsuchime dimples and layered steel grain.

Sixty-seven layers of folded steel, hammered by hand. Those dimples aren’t decoration — they release food from the blade as you cut.

A cook’s hand holding the santoku by its walnut handle, slicing fresh basil.

The walnut handle is burnished, never lacquered — it wears in, not out. Made to be the last knife they’ll need.

Add to cart — $189
I'm looking for a gift for someone who loves to cook.

See it in action.

The first storyfront is live right now. Walk in, say what you're looking for, and watch the store build itself around you — no two people walk into the same storyfront.

Experience 01 — Live experiment

Nord

Nord is the first public storyfront: a fictional Scandinavian menswear brand with a small, considered range — wool overcoats, natural-fiber knitwear, welted leather boots. There are no menus and no category pages. You say what you're dressing for, and Nord assembles a store around it.

Open Nord ↗ Read how it was made
The Nord storyfront: a wool overcoat on a stand in a dim room, the headline 'Fewer, better things.' and a conversation field where you ask the store for what you need.

Do you want a storyfront?

We're selecting one merchant to build the next storyfront with — a founding partner to develop the concept further, from first conversation to first customer, shared in the open as we go.

Your products. Your craft. Your customers — met with an experience that finally tells your story the way it deserves to be told.

Apply as founding merchant

Questions people actually ask.

What is a storyfront?
A storyfront is a storefront that builds itself around a conversation. Instead of clicking through menus, filters, and category pages, you say what you're trying to do — and the store responds with a tailored, story-driven experience: the products you should see, the stories behind them, and the details that matter to you, told with imagery, video, and 3D.
Is a storyfront just a chatbot?
No. A chatbot answers with a wall of text. In a storyfront the conversation drives the experience, but what you get back is a living interface — imagery, video, 3D models, and storytelling that unfolds like a great store associate walking you through the shop.
How is a storyfront different from a normal online store?
A normal online store is a grid: same white background, same thumbnails, same four bullet points — and you do all the work of clicking and filtering. A storyfront flips that. You state your intent — "I'm planning my first solo hike" — and the store reshapes itself around it, in the moment. No two people walk into the same storyfront.
Can I try a storyfront right now?
Yes. The first public storyfront is Nord, a fictional Scandinavian menswear store. Tell it what you're dressing for and watch the store compose itself around your answer.
What do merchants get out of a storyfront?
Real intent instead of guessed-at clicks. Every filter click is a guess about what a shopper wants; a sentence is the truth. A storyfront lets customers tell you exactly what they're trying to achieve — and gives them an experience that inspires, instead of one that just converts.
Does a storyfront replace my existing online store?
It doesn't have to. A storyfront can live alongside an existing storefront as the place where discovery, storytelling, and inspiration happen — while the classic storefront keeps doing what it's good at: logistics, speed, and checkout.
How do I get a storyfront for my own store?
We're starting by building one storyfront with one founding merchant, in the open — from first conversation to first customer. If you want your products' stories told this way, write to hello@agentic-commerce-lab.ai.
Who is building Storyfront?
Storyfront is built in the open by the Agentic Commerce Lab, an experimental team at Shopware exploring what commerce looks like when the store can listen. The effects, the interfaces, the tech, and the mistakes, are all shared publicly as they're built.