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Founder & senior e-commerce strategist
With 25 years of experience running e-commerce and digital development, both as a client-side buyer and digital director at some of Sweden's most successful global companies and as a strategy consultant within e-commerce, there are few problems, challenges and opportunities that Tobias has not already discussed and cracked. And that is true whether the context is B2C, B2B or DTC. Digital organisation, KPI-driven e-commerce development, platform and product selection, digital business modelling, sales analytics and optimisation, board coaching, product information strategy and more are Tobias' daily work. 360-degree e-commerce, quite simply.
Articles by Tobias · 4
Tobias Bergström at Commerce Mind was recently interviewed by the e-commerce company Litium for their newsletter. As a fully independent e-commerce expert, he was asked how he sees the development of B2B e-commerce over the slightly unreal horizon of 5 to 10 years. We thought we would share his thoughts here.
Research has shown that one of the (rather few) things that gives us humans happiness and better health is meaningful relationships. The amusing part is that what applies to human relationships also applies to product relationships in e-commerce. Meaningful relationships may not make you happy, but they give you more sales through higher customer satisfaction, average order value and conversion rate.
We had a chat with André Ihlar, Online Sales Manager at Lyko, about how he approaches Black Friday after all these years. Both ahead of and during the campaign, you have to factor in that impressions, clicks and conversion rates rise sharply during these days, and you should monitor both spend and results actively to a much greater extent. Lyko runs hard campaigns throughout the week every year, so they must have taken some hits and learned along the way.
If we view e-commerce as core business, why are we so inclined to hand the entire responsibility for developing it over to external vendors? We very rarely do that for other sales-critical or operationally critical activities. Taking control over your own e-commerce destiny and starting to lead development yourself, with employees or hired-in expertise, is a clear trend in the market today. The alternative can be too embarrassing for those who understand what it means. Here I try to give some background on the phenomenon of 'insourcing e-commerce development' and offer a few concrete tips and tricks to take with you if you are thinking along those lines.
