Hyvä Business Review 2025

Each year we bring a set of new product launches and surprise announcements. 

Most recently:

• in 2023 we launched Hyvä Checkout and Hyvä Enterprise (supporting Adobe Commerce features)
• in 2024 we announced a historical partnership with Mollie 
• In 2025, we did both and further raised the bar:
  • we launched Hyvä Commerce 
  • we introduced our Hyvä Certification programme 
  • announced a second strategic partnership with Hypernode and maxcluster 
  • we made our hero product Hyvä Theme Open Source! 🎉

There is an additional surprise for anyone who reads all the way down to the bottom.

But first, let’s review the impact that hitting those big milestones had on our business health and performance.

And we’re already exceeding 6,700 as I finalise this article in February 2026!

Our top 7 geographic markets are ordered as follows:

1. The Netherlands (our home market and the country with the highest number of Magento developers per capita)
2. The USA (Magento and Adobe Commerce's biggest market)
3. The United Kingdom (the first online market in EMEA)
4. Germany (the biggest economy in Europe)
5. France (third largest economy in Europe)
6. Italy (one of the fastest-growing eCommerce markets in Europe) 
7. Poland (one of the highest eCommerce growth rates in the region)

Our top 6 industry verticals are:

1. Furniture B2C/ DTC
2. Home improvement, material and tools B2B, B2B2C
3. Health and Beauty, whether DTC brands or B2C online pharmacies or speciality stores
4. Consumer electronics
5. Fashion, Apparel, Accessories
6. Food and Beverage

Curious about who Hyvä clients are? 

We’ve listed for you a selection of 200 eCommerce stores and brands using Hyvä to show the depth and breadth of our client base and showcase the amazing work performed by our Partner Agencies.

A couple that logos that recently joined the Hyvä ecosystem include Crocs, Levi’s, Baby Born, Dolce Gusto and Somfy.

18th top eCommerce technology globally

Year after year, we’ve been growing adoption of Hyvä among the top 1 million websites worldwide and climbing up the ranks to reach 18th place ahead of Shopware, Mirakl, Lightspeed, Commerce Tools, SAP Cloud, to name a few.

5th most used Open Source eCommerce technology

This year, Builtwith has created a segment for Open Source technologies only, and we are so proud to already rank among the top 5 when the company was just founded at the end of 2020!

Product and Features Release Velocity

Hyvä’s now built a reputation for shipping fast with high-quality standards.

Hyvä Commerce, launched in beta in April and went GA in July.

The product suite is mainly tailored to SMB and mid-market merchants (mostly on Magento Open Source) and includes: 

• existing products such as Hyvä Theme, Hyvä UI and Hyvä Checkout
• New features such as:
  • Hyvä CMS, that is itself packed with hot subfeatures such as live preview, scheduling, and translations.
  • Admin Panel and Dashboard, which you can customise with your own widgets
  • Built-in Image Editor
  • Media optimiser and many more…
• The license comes with premium support performed by a human, from the Hyvä team.
• The pricing is a fixed €3,000 per year with no variable on GMV or website traffic, no hidden cost

As of January 2026, close to 300 clients have adopted Hyvä Commerce, and many hot websites are already live with Hyvä CMS, such as

• 👩‍🍳 Russell Hobbs, manufacturer of small appliances (DTC)
• 🛀 Cast Iron Bath Company, read the case study
• 🩺 Biosample, retailer of medical equipment
• 📺 Peter Tyson, retailer of consumer electricals
• 🏺 Wit’s End Mosaic, retailer of mosaic pieces
• 🌿 Arcaya, skincare brand (DTC)
• 🏋️ ATX Fitness, supplier of gym equipment, read the case study
• 🏠 Skirting4u, supplier of skirting boards

We also provided a roadmap for the Magento/Adobe Commerce Community where you can follow what’s been completed (scroll all the way to the bottom), what’s next and what’s coming soon.

Read our 2025 product update.

70% growth in our Team

In 2025, we welcomed 12 new people to end the year with 29 employees working remotely from 8 countries.

Fun stats for you:

• 70% developers 
• 20% female
• 25% first names start with A
• 25% are Tiger as lunar zodiac sign, 44% fire element 🔥
• Average employee age 39 (pretty old for a tech company, don’t you think?)
• 3 new babies were born in 2025! Congratulations to Willem Poortman, Willem Wigman and Sanne Bolkenstein! 👶

Get to know our team

🌴 Meet them this year at Hyvä Developers Paradise!

Hyvä Certification

The launch of the Hyvä Certification program was a direct response to the growing demand for verified expertise within our rapidly expanding ecosystem. As the number of live Hyvä sites soared, it became crucial to ensure a high standard of quality in development and implementation across our partner network, and recognise developers' experience and expertise.

To achieve this, we worked with Kryterion, a leading global provider of certification and licensing solutions, and called upon the expertise of Peter Manijak, Magento Certified Professional and long-time community contributor, to design and manage the rigorous examination process. 

Vinai, whose authority in the field of education and training won him the nickname of “Dumbledore of Magento”, gathered a bunch of Hyvä developers and, within a few weeks, came up with training guides and certification tests for two certification levels: 

• Associate Level
• Professional Level

Since its launch, over 200 developers have successfully become Hyvä Certified, of which they can be rightfully very proud, as they contribute to strengthening the reliability, quality and therefore the reputation of Hyvä projects in the eyes of merchants globally.

Community and Ecosystem

The Hyvä Ecosystem and Community are at the heart of everything we do. It is the strong essential link that makes us relevant to brands that sell online. 

Doubling down on Agency partnerships

In 2025, we poured extra resources into our partner network

No one is better equipped than agencies to understand eCommerce merchants' business requirements and recommend the best solution to solve them with minimal hassle and ongoing costs.

Our pool of Partner Agencies, those who built between one and over 50 Hyvä projects, keeps growing. Individually and collectively, the expertise and experience of those partners are widening and deepening, as they solve complex eCommerce challenges across geographies and industry sectors, day in, day out.

In 2025, the number of agencies meeting the criteria to be listed on our partner page increased to 474 Agency Partners (+35%),  with Gold partner count growing by 50% to reach 34! Congratulations all!

In January 2025, we hired a fully dedicated Partner Manager. He’s been travelling the world to meet our partners, speeding up response time and improving our reactivity and going deeper into sales enablement with in-person demos of Hyvä Commerce and Hyvä CMS back end in particular.

In addition, we got an absolute rockstar team focused on automating a bunch of stuff that will make our customers and our own lives easier. The Hyvä Portal has now launched (just login to hyva.io) and is allowing agencies to provide and store all the information we’ve been collecting manually in the past.

Become an agency partner

Community engagement

Townhall

In-person events are not enough to share our latest news with our whole community worldwide. As such, we created our series of quarterly online Townhalls where you can see demos of new features run by the developer who built it.

In 2025, we attended over 30 in-person events, which is 3 times more than the previous year, with just a couple of new “commercial” hires. We were lucky we could count on several developers to represent us as far as the United States and Canada! 

Turns out, we were all exhausted by December, so we promised ourselves we would be more careful with our time and energy. That being said, we don’t regret what we achieved.

Biggest presence at eCommerce industry events across Europe

When was the last time you saw a huge Magento logo at big eCommerce industry events? For us, growing Magento’s visibility is signalling to the market that the platform is more relevant than ever and showing why competitors see it as a threat. So we invested time and money in a couple of huge industry events as a test.

Webwinkel Vakdagen - Netherlands

We decided to go big in our home market with our biggest booth to date: 80sqm and 8 partners. 

What our agencies valued was to be able to give the first demo's of Hyvä Commerce. In 2026, we’'ll be back ocusing on the importance of eCOmmerce platform ownership.

As a result, we got noticed by Emerce, the trade press specialised in eCommerce in the Netherlands and got featured in that, which combined close to 80,000 views (not just in the Magento bubble, as we say)

• Dutch Hyvä gives new impetus to Magento
• Hyvä is chasing the bottom of the international e-commerce market

Energised by the success of Webwinkelvakdagen, we decided to scale that test, in a much bigger market, that is still culturally and geographically close to the Netherlands: Germany.

We picked the biggest digital expo in that country (44,000 attendees), and thanks to 8 partners and Mollie as a co headline sponsors, we were able to pull off our biggest booth ever: 100sqm, dwarfing all other eCommerce platforms featured on the floor, even those with Billions in marketing budget! Read the recap.

After our success in the Netherlands and Germany, we decided to deploy in the United Kingdom, the biggest online market in EMEA.

We went on to directly book a huge booth space right at the front for the 2026 edition, then we supported the teams on the ground and gathered insights to maximise the ROI of this gigantic project for our partners and co-sponsors.

Let us know if you want to join us at the booth

Supporting all Meet Magento editions worldwide

From North America to Asia, we attended 11 Meet Magento events in person with sponsorship support, social media and content, whether technical or business. 

A very special moment for us was when Vinai travelled to Kyiv to be present at Meet Magento Ukraine. Check out our 2025 Events page with past events and recaps.

For 2026, we innovated with a new Events hub, separate from our blog, so you can see upcoming events where we will be involved, both in person and online.

Strategic alliances

Mollie: what we promised in 2025, what we delivered

The key idea around the partnership with Mollie was to allow us to hire more developers to build Hyvä Commerce, which we did.

Plus, Mollie was the cohost on many marketing initiatives such as

• Hyvä Developers Paradise - first ever edition (kudos to Wam Global for this unique moment)
• Co-headlining our gigantic booth at Dmexco
• Co-headlining at Meet Magento Italy, Meet Magento Netherlands and Meet Magento Poland
• Supporting agency dinners and brunches in London, Paris, Poznan, Berlin and Köln

Hypernode and maxcluster: the vision and the fit

End of 2025 we unlocked a new partnership with Hypernode and maxcluster, the most loved brand of the European unicorn team.blue, for they have been very active in the Magento community for over a decade. By combining our lightweight frontend with their specialised hosting expertise, we ensure merchants get a fast, stable, and sustainable store that is built for the long run.

Financial stability

In 2025, we noticed the uncertainty in the global economic situation. When visiting specific European countries, we heard about budget cuts and merchants being hesitant to invest. In the US, new international trade agreements impacted the entire business model of huge brands. 

We also witnessed rounds of layoffs as some B2B/ SaaS players try to scale automation across all their operations to reduce costs, go through mergers, acquisition and major leadership change or simply haven’t been able to find their market fit.

Despite this macro trend, Hyvä is still experiencing growth across all markets, both in terms of new Hyvä websites going live and our internal license sales data, and we feel so blessed that we can take our partners along this positive journey. 

Special mention to Germany, which did +56% better in 2025 than in 2024! 

The best part is that we remain profitable and financially independent, focused on long term sustainability and growth as opposed to short term profit maximisation. We have a solid plan (our roadmap), huge support from our ecosystem (our number 1 competitive advantage) and a new exciting chapter opening up with the open sourcing of our original product: Hyvä Theme.

This will accelerate our footprint and lower the barrier of entry for smaller merchants who want to build a differentiating store that they own, control and enrich at their own pace.

Changes in our company governance

This is a little treat for anyone who has read until this point. With all the products and partnership announcements, we didn’t get a chance to share with our community how we made changes to our company ownership.

This year, Hyvä welcomed three new shareholders. Why is this important?

• We spread the risk that was solely concentrated on Willem and Vinai
• We enrich discussions with more diverse and comprehensive perspectives, experiences and skills (technical, financial, people)
• We now have a finger on the pulse of the three biggest economies in Europe, on top of the Netherlands: Germany, the United Kingdom and France and therefore a wider reach and better listening of a wider ecosystem
• We are closing the gender parity gap

Congratulate the new company “partners” who bought into the company and sealed it all with a signature at the Notary in the Netherlands! (Sanne did it remotely as she was on maternity leave)

Sanne Bolkenstein

Graduated from the University of Amsterdam in International Relations, Sanne brings a decade of experience in team management and sales functions, particularly with hosting providers (Hypernode). She is a strong voice on diversity and inclusion and adds even more weight to the human aspect when the company needs to make a big decision.

She also plays a big role in the revival of the Dutch Magento community, being the chair of Mage-OS Nederlands, which has been bringing back the legendary Meet Magento Netherlands event since 2023.

John Hughes

Graduated from The University of Huddersfield in Music Technology & Software Development, John has been recognised for over a decade in the Magento Community for his ability to simplify and find elegant solutions to the most complex technical challenges. His experience at some of the most advanced Magento and Adobe Commerce agencies (Fisheye, Youwe) brings him a wealth of insights about what clients need (or what they think they need), what to build, and how to architect solutions so they add real value with developers' happiness in mind.

In his career, he also proved to be a fantastic mentor and manager for junior developers and that adds some more magic to our team.

Thien-Lan Weber

Graduated from HEC School in Management in France, Thien-Lan brings perspective from Fortune 500 companies (Clarins, Kenvue, eBay, PayPal) where she held brand and marketing roles, plus methodologies and analytical skills that she acquired as a management consultant (Accenture). She also worked across APAC, Europe and the US, which widens the geographical perspectives, network and market knowledge for Hyvä.

Her love for processes, structure and discipline helps the company scale while keeping a certain level of agility.

2026 Outlook

More than ever, this year is about keeping focus and learning to prioritise the millions of opportunities that are thrown at us every day (which we are super grateful for, don’t get me wrong!). 

As a bootstrapped company, it is important to preserve our employees' energy and mental health by providing a clear vision of where we’re going and avoid distraction along the way.

Our plans are guided by the Roadmap that we created with you, our Community.

Our approach to AI, for example, is to use it as a tool to help developers build a high-quality Hyvä site even faster and to allow our employees to spend less time with repetitive tasks so they can spend more time listening and engaging with our Community. 

We also implement AI into Hyvä Products to make it simpler for merchants to do more with less, be unique, drive emotions and impulse purchases so that their stores can’t be replaced or bypassed.

Stay tuned for more announcements on that front.

We are looking forward to connecting with you on our Slack, online and in-person events this year. See you soon!