Company: SHIFT
Interviewee: Samuel Waldeck, CEO

Website: https://www.shift.eco/

Redefining Tech with Purpose and People at the Core

In a world of fast-paced upgrades and disposable technology, SHIFT is a refreshing outlier. Based in Germany and proudly independent, SHIFT is building a different kind of digital future—one rooted in ethics and sustainability. SHIFT believes that great technology should last, evolve, and serve the greater good.

Technology That Lasts—and Matters

Since its founding in 2014 by brothers Samuel and Carsten Waldeck, SHIFT has created modular smartphones, notebooks, monitors, headphones, and e-bikes. All of their products are designed to be repairable, upgradable, and long-lasting. From the beginning, their vision has been clear: to put people and the planet first. Their latest product, the SHIFTbike, marks a bold step into sustainable mobility, extending their mission beyond electronics and into everyday lifestyles.

At SHIFT, sustainability isn’t an afterthought; it’s built into every component. Every product is modular by design and made to be opened and repaired by the user, reflecting a deep commitment to the Right to Repair movement. Their devices are not just functional; they’re ethical statements.

Guided by the Common Good

SHIFT isn’t just a company—it’s part of a movement. Certified by the Economy for the Common Good, SHIFT aligns its business with the values of sustainability, social responsibility, and human well-being. The founders started with a personal question—”What really matters to us?”—and built a company to reflect their answer: relationships, community, and positive impact.

This ethos extends to their approach to software. SHIFTphones are built with long-term support in mind. The SHIFTphone 8, for example, is designed to receive software updates through 2036. Users can choose a Google-certified experience or install an alternative operating system (OS), which empowers them to control how their device functions and how their data is handled.

SHIFTphones are built with long-term support in mind. The SHIFTphone 8, for example, is designed to receive software updates through 2036.

User-Driven Innovation

SHIFT stays in close contact with its customers through community forums, live support, and interactive Shift Talk sessions. These open dialogues influence future product development. The in-house repair station keeps devices running and informs the engineering team about common issues and improvement opportunities.

SHIFT uses its device buy-back and refund system to track how long products last and how they perform in real-world conditions to gauge impact. This circular approach keeps valuable materials in use longer and provides data to continually improve product durability.

A Fully Transparent Supply Chain

SHIFT’s commitment to sustainability doesn’t end with the user—it starts long before. The company’s “Embrace of Supply Chain” principle ensures full transparency and responsibility from sourcing to recycling. SHIFT works only with ethical suppliers and partners with organizations like the European Partnership for Responsible Minerals. SHIFT’s internal research on material composition identifies where critical resources, such as gold and copper, reside in each device. This makes recovery and reuse more efficient.

SHIFT’s dedication hasn’t gone unnoticed. In 2025, the company was honored with two German Sustainability Awards for its business model and product design—a proud moment for a company that credits its community for making it all possible.

The company’s “Embrace of Supply Chain” principle ensures full transparency and responsibility from sourcing to recycling.

A vision for Less-But Better

While many startups rely on investor capital, SHIFT chose a different path: crowdfunding. This decision allows the company to stay true to its values without succumbing to outside pressure to sacrifice sustainability for short-term profit. As Samuel Waldeck, SHIFT CEO, explains, “Many businesses that tried to become more ethical lost their way when investor pressure forced them to cut corners. We wanted to avoid that entirely.”

Looking ahead, SHIFT plans to minimize the number of devices consumers need by focusing on upgradability and multifunctionality. They believe the smartphone can become the central hub of our digital lives, connecting to displays, audio systems, and more. This reduces the need for separate gadgets. What is their ultimate goal? To combat the rise of e-waste, the fastest-growing waste stream worldwide.