A couple of weeks ago, we gathered Sweden’s e-commerce community in Gothenburg for an unforgettable evening exploring what true customer obsession really means. The event gathered some of Sweden’s most influential e-commerce leaders, with Jacob Lovén moderating the evening with energy, curiosity, and just the right dose of tough questions.
One message came through loud and clear – the brands that truly know their customers will win the future. Here are the key insights that shaped the night:
E-commerce is evolving beyond the first purchase. Martin Kamphav (Inretrn) and Jesper Mellberg (Qliro) kicked off the evening with a call to rethink the post-purchase experience.
“The smartest merchants treat returns as a second conversion journey. Every return is a new opportunity to re-engage the customer, strengthen trust, and turn a potential loss into long-term loyalty”, said Martin Kamphav, CRO at Inretrn.
Building on that theme, Erika Johansson (Return Manager, Nelly) joined Martin and Jesper for a panel discussion to show how a clear return strategy can drive both loyalty and profitability. Through cross-functional collaboration Nelly reduced return rates by 25%, proving that a great return experience pays off.
“A return isn’t just logistics. It’s marketing, customer care, and sustainability in one. It’s important to see returns as a strategy rather than just a process”, Erika Johansson, Return Manager at Nelly, explained.
From optimized flows to smarter communication, their message was clear: the brands that own the return experience will own customer loyalty.
As the evening showed, a clear pattern emerged. E-commerce doesn’t stop at the transaction or at the return. Evelin Kaup (Qliro) continued that theme, highlighting how the customer journey extends far beyond Checkout. From loyalty sign-ups and self-service tools to Upsell 2.0, she showed how every interaction after payment can strengthen trust, boost transparency, and turn one-time buyers into long-term customers.
“A secure, clear, and human Checkout experience isn’t the end of the journey, but rather the start of a relationship. Whether it’s a reassuring on-site message before Checkout or a smooth post-purchase experience in the app, every interaction is an opportunity to build trust that lasts”, said Evelin Kaup, CPTO at Qliro.
Evelin walked us through four hands-on tips to strengthen the entire purchase experience ahead of Black Week:
Building on the idea of connection, the conversation turned to loyalty. Not as a program, but as a community. That message echoed throughout the evening as several speakers explored what true customer obsession really means in 2025.
For Erik Wickman (Inet), community is at the heart of loyalty. His approach is simple – when you genuinely know your audience and make them feel part of something bigger, transactions become relationships. It’s about understanding your customers as people and building a brand that listens, interacts, and evolves together with them.
That same mindset carried into another panel with Charlotte Nordén (Cellbes) and Hanna Eriksson (Arket). Both strongly agreed with Erik’s view, that absolute loyalty is earned long before a purchase and nurtured long after. Together, they shared how deep customer insights, well-crafted personas, and consistent brand experience can strengthen relationships over time and turn trust into long-term growth.
“There’s a big difference between being customer-focused in theory and actually living it, and we’ve really practiced turning that theory into action”, said Hanna Eriksson, E-commerce Manager at Arket.
As the discussion revealed, loyalty today isn’t a marketing initiative, but rather a mindset. One that connects community, creativity, and consistency to keep customers coming back for all the right reasons.
Continuing the discussion from Evelin Kaup, Christoffer Rutgersson (Qliro) demonstrated how brands can turn every step of the customer's journey into a growth driver by combining innovative partnerships with a long-term mindset.
He highlighted how payments today are evolving from transaction tools to strategic enablers that influence conversion, loyalty, and long-term success. But more than that, he emphasized the power of composable thinking – connecting flexible technologies, trusted partners, and data-driven insights to create an ecosystem where every part of the journey strengthens the next.
Because in the end, growth doesn’t come from any single touchpoint but from the connection between them. The most innovative brands treat payments not as a cost, but as an experience that builds loyalty long after Checkout.
The evening closed with a raw and honest fireside chat between Sofia Sandberg (NA-KD) and Magnus Pettersson (Twistshake). They opened up about what it really means to be close to a breaking point, and how true growth often starts in those moments. Together, they explored resilience, leadership, and the art of turning challenges into growth.
“Growth starts when you stop fearing mistakes”, said Magnus Pettersson, CEO at Twistshake and Board member at NA-KD.
Both agreed that the key lies not in avoiding mistakes, but in learning from them and in creating cultures where it’s safe to talk about them. Because transparency and reflection mean stronger, more human businesses.
From rebuilding trust internally to redefining strategy, Sofia shared how NA-KD’s transformation was grounded in people, purpose, and patience. A fitting reminder that progress in e-commerce, just like in leadership, is never linear. It’s built through trust, collaboration, and the courage to evolve.
One thing became clear after the evening. Growth happens where brands and partners connect, where technology builds trust, and where the customer journey never truly ends.
Let’s build growth that lasts. Connect with us today.
Jacob Lovén (Moderator)
Martin Kamphav (Inretrn)
Erika Johansson (Nelly)
Erik Wickman (Inet)
Hanna Eriksson (Arket)
Charlotte Nordén (Cellbes)
Sofia Sandberg (NA-KD)
Magnus Pettersson (Twistshake & NA-KD)
Evelin Kaup (Qliro)
Christoffer Rutgersson (Qliro)
Jesper Mellberg (Qliro)