The Future of E-Commerce in 2023: Insights from Danish Digital Leaders

A Glimpse into the Danish E-commerce Conference 2023

For those looking to catch a glimpse of the future of e-commerce, the Danish E-commerce Conference 2023 was the place to be. Organized to discuss trends, innovations, and challenges facing the industry, the event attracted a plethora of seasoned experts, eager to share their insights. In an exclusive interview, some of the industry’s leading voices, including Heidi Ahlefeldt-Laurvig from CS Medica, Robert Johnson from IIH Nordic, and Steen Rasmussen Founder/Partner IIH Nordic, shared their takeaways from the conference.

The Rise of AI

Heidi of CS Medica emphatically noted that Artificial Intelligence (AI) dominated the talks and discussions. “AI, AI, AI, and AI,” she described, making it clear that machine learning algorithms and predictive analytics are becoming central pillars of e-commerce strategies.

In terms of historical context, the role of AI in e-commerce has been expanding since the early 2010s. It is used to personalize customer experiences, forecast demand, and optimize inventory, among other applications. According to a report from McKinsey, AI could deliver up to $15.7 trillion in annual economic impact by 2030, a portion of which will be driven by its implementation in e-commerce.

Shift to B2B2C Model

Heidi also pointed out the shift from a B2B or B2C model to a more nuanced B2B2C model. This signifies that businesses are increasingly recognizing the need to collaborate with other enterprises to directly engage with customers. The B2B2C model adds an additional layer to the traditional business-to-business (B2B) and business-to-consumer (B2C) models, facilitating a more direct interaction with the end consumer.

Composability: The New Norm

“Everything is becoming composable,” said Steen Rasmussen. The modular approach to digital business architecture allows companies to plug and play different services, making it easier to adapt to market changes and integrate innovations.

Networking and Relationships

Robert of IIH Nordic focused on the importance of networking at the event. He spent his day catching up with old colleagues and making new connections. “Carrying the IIH Nordic flag, shaking a lot of hands, and taking names to follow up on next week,” he mentioned. This highlights the crucial aspect of building and maintaining a robust professional network in the e-commerce sector.

Technological Enhancements and User Experience

Steen Rasmussen also noted that the Bluetooth headsets provided at the event were a game-changer. They allowed attendees to listen to multiple stages simultaneously, thus optimizing their time and experience at the conference.

Economic Realities: A Word of Caution

Despite the excitement, a word of caution was sounded regarding the economic viability of some of these trends. One attendee mentioned that the conference seemed to have a disproportionate number of sellers to buyers, saying, “It was 80% people who want to sell something and 20% people who have no money to buy.”


The Danish E-commerce Conference 2023 served as a melting pot for industry insights, technological advancements, and networking opportunities. The shift towards AI and B2B2C models, the rise of composable business architecture, and the emphasis on professional networking were the key takeaways that are likely to shape the industry in the coming years.

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