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The Alpha E-Commerce Institut stands for hands-on training in online retail. Behind it is an interdisciplinary team of experienced e-commerce specialists who have worked in digital commerce for many years — as founders, trainers and consultants.
Who teaches
Our trainers are not theorists. They build and scale online shops for clients and run their own e-commerce projects. What they teach they have decided, built and measured themselves — including the parts that went wrong.
The different specialisations come from BOW E-Commerce Agentur, which brings these disciplines together every day:
- Strategy, shop systems and user experience
- Performance marketing, SEO and conversion optimisation
- Marketplaces, automation, AI and business development
How the courses come about
Every course goes back to real project work. A process that worked becomes a syllabus; a mistake that cost money becomes an exercise. That is why the materials carry real case studies instead of slides full of model calculations.
The aim is not that you have heard about a topic, but that you can apply it on Monday.
Where to start
- Ten subject areas — the whole programme, sorted by topic.
- All seminars — every date, filterable by subject area.
- E-Commerce Masterclasses — three levels, from foundations to leadership.
- Free courses — to get started, at your own pace.
What you get with it
- A certificate of attendance with a verifiable number — every certificate can be checked.
- Materials to take away, so the seminar keeps working after the date.
- Funding: training costs money and time — both are easier to justify when the paperwork is right.
- References: feedback from participants and clients, as far as we are allowed to publish it.
The people behind the courses
The masterclasses are taught by managing partners and partners of BOW E-Commerce Agentur — people who solve the same problems in client projects every day.
Philipp Hatlapa
Managing Partner
Philipp is the contact in the project: planning, delivery, sign-off and follow-up come together in his role. He brings the same discipline to the masterclasses — turning a topic into a sequence that works in a real shop.
Masterclass: Fundamentals
Kevin Tharan
Managing Partner · CTO
Kevin owns technology and architecture: Shopware, custom software, and the question of when automation saves effort and when it creates more. As CTO his focus is AI and automation — in projects and in the masterclass.
Masterclass: Growth & Performance
Stefan Andorfer
Partner & Growth Manager
Stefan comes from performance and online marketing and adds brand building to it. He develops the strategies that work for clients — and shows in the masterclass how growth becomes measurable rather than merely louder.
Masterclass: Strategy & Leadership
Who else is involved
Not everyone at the institute stands in front of the group. Development, project management and organisation run in the background:
- Julia MehringerSenior Full-Stack Developer
- Janis MednisSenior Full-Stack Developer
- Xheneta StublaKey Account Manager
- Denis BemFull-Stack Developer
- Patrick BowinkelmeyerWeb Development & Shopware
- Greta HatlapaFeel Good Manager