As you're joining the Crystal Ball Panel to explore what Nordic commerce could look like in 2028, which trends do you believe will have the biggest impact on retailers over the next few years, and why?

With new customer interfaces emerging, such as agentic commerce and changing search behaviors, I believe the biggest question retailers will face is what role we want to play in the customer journey. A whole new playbook for digital visibility is taking shape, while increasing convenience from discovery to purchase is influencing which products get seen and ultimately bought.

As retailers, we need to keep asking ourselves why customers should choose us. The rules of retail are fundamentally shifting, but at the same time, the core principle remains unchanged: who can offer the best product, at the right price, in the right place.

AI continues to reshape retail, so how do you see the role of leadership evolving to balance innovation, customer expectations, and profitable growth?

The importance of the Catalyst Leader will only grow, because a company's success increasingly comes down to how well it can unlock the full potential of its people. By automating administrative and non-value-adding tasks, we can free up time for more meaningful work and increase the impact of every team member. Technology is not the solution; it can only be one of several means towards the goal. Leaders need to foster a growth mindset, create clarity, and guide their organizations toward a set of crystal-clear goals. That is where the real value will be created.

eTail Nordic brings together senior retail and eCommerce leaders from across the Nordic region. What conversations are you most looking forward to having with your peers, and what insights are you hoping to take away from the event?

I'm looking forward to hearing how my peers view the short- to mid-term future and what they see as their biggest priorities. It is always valuable to gain different perspectives from different parts of our industry, especially during times of rapid change. Those conversations often spark new ideas and challenge how we think about our own opportunities and priorities.