CIO
Stefan Luther
Stefan Luther is CIO of Etribes and works on e-commerce strategy, digital branding and UX, and corporate incubation. Luther wrote the Etribes study “Vision E-Commerce 2030” and gave a masterclass on AI in online shops with Dr. Florian Krause at K5 2025. Conversations about the Software Factory go through Luther.
Stefan Luther is CIO and managing director of Etribes and works on e-commerce strategy, digital branding and UX, and corporate incubation. Luther built an e-commerce start-up for a market-leading publishing house and developed online shops for fashion, automotive, media and furniture that have won 17 awards since 2014. Further work included a digital commerce strategy for a market-leading furniture company, building a marketplace in the DIY sector and a platform strategy for a market-leading media company. Luther holds a Diplom-Kaufmann degree from Leuphana University Lüneburg and has a teaching assignment there. Luther wrote the Etribes study “Vision E-Commerce 2030” and gave a masterclass on AI in online shops with Dr. Florian Krause at K5 2025.
