Hyvä at Webwinkel Vakdagen 2026: Making a stand for ownership
We’re heading back to Webwinkel Vakdagen next week alongside Hypernode, and we’re doing more than just showing up, we’re standing up for ownership and real choice in eCommerce.
Last year was a milestone for us. It was the first time we had such a significant presence, taking over an 80m² stand right at the entrance of the Jaarbeurs. Together with nine of our partners, we turned the booth into a buzzing hub for the Magento and Adobe Commerce community. Showcasing what true collaboration in Open Source eCommerce looks like.
Being in our home country allowed us to introduce our flagship product, Hyvä Commerce, to the people who know Magento best. The feedback was incredible and helped us shape everything we’ve built since. That experience proved that when we share the spotlight, the whole ecosystem shines brighter. So, we’re doing it all again.
Taking a stand for ownership
As we return, we’ve seen the industry conversation shift. There is a lot of noise regarding platform choices, and we believe it’s time to talk about the commercial reality of ownership.
In recent months, digital sovereignty has moved to the top of the agenda for European businesses. Concerns over data privacy and the 'US Cloud Act' have made strategic autonomy a necessity. Running a store on a SaaS platform often means building on a foundation you don't control. Legal uncertainties or sudden changes in terms can put your business at risk.
While SaaS can offer a quick-start, the long-term opportunities for growing brands can be limited. We believe that the freedom to control your own data and technology should be a conscious choice. That’s why we don’t just want to be present: we’re planting a flag.
This year, our booth is all about the power of Open Source. Together with our co-host Hypernode and our partners Bigbridge, Elasticsuite, Elgentos, Emico, Nvision, Sparkable, and Youwe, we’re making a stand for ownership. But in true Hyvä fashion, we’re doing it with a positive outlook on what’s possible when you hold the keys to your own machine.
Beyond the Template: 5 Claims for a Happy Store
The "one-size-fits-all" promise of SaaS is tempting. But for a growing business, the comfort of a pre-built cage is still a cage. We believe eCommerce shouldn't be a utility you rent: it should be an asset you own.
When you visit us at Booth 53, you’ll see these five claims around. They aren't just marketing slogans; they are the architectural principles behind every product we build and the reason we believe Magento remains the best foundation for ambitious brands.
Own your store, don’t rent it.
Starting a store should be easy, but keeping control should be just as simple. SaaS platforms are engineered for convenience, but that convenience is a trade. When you rent your platform, you accept a "success tax" where costs scale with your revenue rather than your requirements and your data sits on infrastructure you do not control. You are effectively paying for the right to continue using what you have already built. We believe your store should be an asset, not a monthly liability. By owning your technology and your data, you build equity in your own platform. Ensuring that every customisation becomes a permanent asset. Ownership also means your roadmap is determined by your priorities, not a vendor's. Giving you the freedom to win the differentiation battle on your own terms. Every decision stays yours.
Your store. Your rules.
Your business is unique. The way you build, sell, and grow should reflect that, not the limitations of a shared roadmap. Real control requires ownership. It means being able to change direction quickly and make decisions without waiting for a third-party vendor’s product schedule.
Whether it is the freedom to choose any payment provider without extra transaction fees or the ability to implement optimisations the moment the market demands them. You define the rules. In turbulent times, this independence isn't a luxury. It’s a strategic advantage. When you own your technology stack, you work on your own terms and build an asset that compounds in value with every transaction. At Hyvä, we believe you should always be the one in the driver’s seat of your own success. Choose the tools that fit, the partners you trust, and the path that makes sense for you. When you’re in control, your store works on your terms.
Built for growth, not lock-in.
Growth should open doors, not close them. As your business scales, your options should expand, not shrink. Many Enterprise SaaS platforms use pricing models that grow exponentially with your success: the more revenue you generate, the higher the monthly bill. We see this as a brake on ambition. Open Source offers a sustainable alternative where you scale without your platform costs automatically exploding. Invest in your technology stack so it directly increases the value of your platform instead of paying for the right to grow. No hidden limits, no forced upgrades.
Freedom is the feature.
The most powerful feature isn’t a plugin from an app store. It’s the freedom to choose, adapt, and evolve your core stack from day one. This includes the strategic autonomy to keep your data within European borders, protecting your business from shifting international regulations. Freedom means shaping your stack, working with partners you trust, and growing without artificial constraints. On an Open Source platform like Magento, you aren’t confined to fixed templates or standard functionalities. You have total creative control to realise any design, ensuring your branding and user experience truly stand out from the competition. Real progress begins with control. Having the strategic autonomy to shape every pixel of your customer journey.
No platform-tax on ambition.
Your success shouldn’t come with a penalty. SaaS models often take a percentage of your hard-earned revenue: effectively a tax on your own growth. We believe every step forward should benefit your business, not increase your dependency or costs. Invest in innovation, not in commissions. Keep your margins where they belong and let your ambition drive what comes next, not your platform provider's invoice.
Come and meet us there
We are excited to dive deeper into these topics at the booth. We are here to talk, whether you’re a long-time Open Source fan or a merchant starting their first online store. Come and meet us and our partners for a nice cup of coffee, freshly baked stroopwafels and a proper chat about the future of your store!
See you in Utrecht.
