HOW TO ACCELERATE YOUR E-COMMERCE GROWTH: KEY INSIGHTS FROM LEADING MERCHANTS

On May 23, Qliro hosted its annual e-commerce event at Moderna Museet in Stockholm. Industry-leading experts and entrepreneurs shared their success factors and key lessons learned for building high-performing and profitable online businesses. Björn Påhlman Spenger led the conversations from Framtidens E-handel (Future of E-commerce).

Lyko's growth journey & strategic takeaways

Erika Lyko, co-founder of Lyko, shared the brand’s transformation from its roots in Vansbro to becoming a leading e-commerce player with physical stores and global reach. She reflected on how family heritage and early experiences have influenced Lyko’s strategy and company culture. Erika emphasized the importance of long-term thinking and the courage to experiment with new business ideas, which have been crucial for Lyko's sustained growth in digital commerce.

The discussion also touched on leadership decisions, mergers, and the strategic choices that have driven Lyko's success.

Direct-to-Consumer (DTC) panel: Success drivers & key challenges

The Direct-to-Consumer (DTC) panel included Kousha Torabi from Nine Pine, Sofia Lind Andersson from Malina and Soft Goat, Andreas Koschnike from J.Lindeberg and Accexe, as well as Mårten Åkeson from Proteinbolaget. They shared their unique perspectives and experiences from their respective companies.

They shared distinct perspectives from their companies, focusing on several core topics:

• Marketing strategies & algorithm optimization: The panel emphasized owning the customer journey and fine-tuning algorithms to improve audience targeting and conversion rates. Content marketing was highlighted as a critical tool for engaging audiences and maximizing ad performance.

• Product and brand building: All panelists agreed that product excellence and strong brand identity are essential for success in the DTC space. A quality product paired with a compelling brand creates significant marketing leverage.

• Role of physical stores: The panel also discussed the relevance of physical stores in today’s digital landscape. For Nine Pine, the Kungsgatan store has played a pivotal role in brand building and direct customer engagement, even with differences between online and offline consumers.

• Trends and future business ideas: The panel spotlighted emerging areas such as sustainability, wellness, and AI. Sustainability, in particular, is gaining momentum, offering opportunities in resale trends and developing eco-friendly, niche products.

The panel on multibrand and digital marketplaces shares unique experiences

In the multibrand and marketplace panel, leading e-commerce players discussed key factors influencing their businesses. The panel included Lisa Karlsson Bruzelius from NordicFeel Group, Niklas Söderholm from Auctionet, Christer Åberg from ZOO, Fredrik Norberg from CDON & Fyndiq, and Joel Savilahti from Ingrid.

Key topics discussed:

• Scalability and profitability: How can marketplaces scale and stay profitable despite compressed margins? Panelists discussed strategies to enhance operational efficiency and elevate customer satisfaction in highly competitive environments.

• Traffic acquisition and marketing innovation: Rather than relying solely on platforms like Google Shopping, brands explore niche communities and alternative marketing channels to reach and convert customers more effectively.

• Customer experience and team culture: The panel stressed the importance of delivering outstanding customer experiences to foster loyalty and long-term growth. A motivated, capable team is key to driving sustainable e-commerce success.

• Corporate culture and risk management: The panel explored the impact of leadership styles and company culture on strategic decision-making and risk mitigation. The discussions highlighted transparency and organizational stability as vital to navigating fast-moving market dynamics.
• Innovation and future outlook: Panelists reflected on key performance indicators like GM3 (Gross Margin 3) to assess e-commerce profitability and efficiency. The panelists emphasized agility and constant innovation as critical to staying competitive in an ever-evolving industry.

Listen to the full discussions from Framtidens E-handel here: