The Marketing Fund, also referred to as the Marketing Development Fund (MDF), is a strategic financial resource provided by Shopware to support and enhance the marketing initiatives of our Integration Partners. These funds are intended to help partners promote Shopware more effectively and acquire new customers through collaborative partner marketing efforts.
You qualify for MDF for the following calendar year by reaching your Value Points target (based on your partner level). In the first (pro-rated) calendar year of your partnership, you receive access to a proportionate amount of MDF. For details on Value Points, see here.
Marketing Funds can be used for a variety of marketing activities, as long as they are clearly related to Shopware, its products, or services, would initially incur external costs for you (i.e., not internal company costs), and align with Shopware’s guidelines.
Typical eligible examples include:
Partner-hosted events
Masterclasses / Podcasts
Trade show or conference participation
Digital ads / Paid media
Promotional merchandise
Swag / Printed materials
Paid PR or influencer placements
Case studies
Webinars, online conferences Miscellaneous (based on discussion)
Typically ineligible activities include:
Copywriting costs
(General) Google Ads
Organic promotion
Co-exhibiting on Shopware-managed trade show booths
The availability of MDF depends on the quality of the planned activity, the content, the expected outcome (ROI), strategic alignment with Shopware’s goals and target audience, timing, and other potential factors. We will review these details together once you inform the Partner Marketing team about your planned activity.
You can apply for MDF usage in the Shopware Partner Portal.
Please include at least the following information:
A detailed description of the planned marketing activities, including goals, target audience, actions, timeline, and required budget
A breakdown of the expected costs
The projected outcome (e.g., number of qualified leads - new or existing - for paid Shopware plans, or other metrics)
Shopware will review the application and decide on its approval and the amount of MDF granted.
It is important to submit your application in a timely manner, with all required details - at least 4 weeks before the planned start of the activity.
Important: MDF can only be used within the calendar year for which it was granted. Funds cannot be carried over from the previous year or into the following year.
Only registered Integration Partners (Shopware Bronze (from 2026), Silver, Gold, Platinum) who qualified via Value Points in the previous year are eligible for MDF. Additionally, your application must clearly state the objective of the proposed activity (including ROI expectations) and explain how Shopware's support will help achieve it. The anticipated costs must also be clearly outlined. Applications must be submitted in a timely and complete manner, at least 4 weeks prior to the planned implementation start date. Shopware reserves the right to decline applications or adjust the amount of funds granted.
Furthermore, the following general MDF guidelines apply:
Alignment with Shopware goals: All proposed marketing activities must comply with Shopware’s brand guidelines, key messaging, and strategic goals.
Compliance: Comply with all applicable legal and regulatory requirements, such as GDPR, CCPA, or the Master Alliance Agreement. For example, partners must ensure that GDPR compliance is verified when acquiring lead contact data.
MDF is generally paid out after the application is approved and the activity is completed. The exact payment process may vary depending on the agreement and nature of the activity. Typically, it includes a report from the partner summarizing the results of the activity and goal achievement. These details will be discussed together individually.
