What are Shopping Experiences and how do I design landing pages?

Shopping Experiences is Shopware’s visual CMS and page builder system. It lets you create landing pages, category layouts, product detail designs, and campaign pages using drag-and-drop blocks instead of hardcoded templates. For most stores, it replaces the old approach of editing Twig files for every content change. You can build reusable layouts, assign them to categories or products, and personalise content by sales channel or customer type. That’s why Shopping Experiences is one of the first features we configure properly on larger Shopware builds.

The feature is built around layouts, sections, blocks, and elements. A layout is the full page structure. Sections control spacing and page width. Blocks define the content arrangement, like a two-column hero or product slider. Elements are the actual content pieces such as banners, videos, CMS text, manufacturer sliders, or product listings. Once your team understands that hierarchy, managing campaign pages becomes much faster.

How it works

Shopping Experiences uses predefined CMS layouts stored inside Shopware’s administration panel. You create a layout once, then assign it to a category, product, landing page, or custom route. The storefront renders that layout dynamically using Shopware’s CMS engine. Developers can also create custom CMS blocks and elements when the default set is too limiting.

Landing pages are handled through dedicated CMS page assignments. That means your marketing team can launch seasonal campaigns or brand microsites without touching category structures or navigation trees. And because layouts are reusable, you avoid duplicating content across dozens of pages.

How to design better landing pages in Shopware

Start with one conversion goal

Most weak landing pages try to do too much. Before opening the CMS editor, decide what the page should achieve. That could be newsletter signups, campaign sales, wholesale enquiries, or pushing one product collection. Your layout should support that single action from top to bottom.

Keep the hero section simple

The first screen needs a headline, supporting copy, a strong image, and one primary CTA. Stores often overload the hero with sliders, animations, and multiple offers. That usually hurts conversion rates instead of helping them.

Use reusable CMS blocks

If your team repeatedly builds the same layouts, create custom CMS blocks instead of rebuilding sections manually every time. This keeps branding consistent and reduces publishing mistakes. It’s also easier to maintain across multiple sales channels.

Design for mobile first

Shopware’s CMS editor looks clean on desktop, but some layouts break visually on smaller devices if spacing and image ratios are ignored. Always test stacked columns, sliders, and CTA buttons on mobile before publishing. This catches most campaign issues early.

Connect content with merchandising

The best-performing Shopping Experiences pages combine editorial content with smart product placement. Use dynamic product streams, manufacturer sliders, and cross-selling blocks instead of static product selections wherever possible. That keeps pages current without manual updates.