Digital Commerce

Once upon a time, there was eCommerce. Purpose built websites designed and built specifically to sell products which were easily understood and delivered. Books, digital music downloads, and clothing, But how things have changed.

Today digital commerce supports every stage of the buyer's journey from awareness through loyalty for organizations selling B2C, B2B, or B2B2C. This practice encompasses the people, process, and the integration of multiple mission-critical enterprise technology platforms. Whether a sale is supported by a website, a mobile app, a conversational interface, or all three in a single transaction, it’s all part of digital commerce.

This track will explore the components and case studies around modern digital commerce. We’ll share insights, emerging trends, and the standard elements necessary to survive and thrive in the world of digital commerce! 

Track hosted by
Jake DiMare (US)
Connective DX

Wednesday, Nov 7

8.00 – 9.00

Breakfast & Registration

The conversation starts at breakfast. Have one or several cups of coffee and get a great start to the rest of the day.


9.00 – 9.15

Thoughts on Creating Together

By Line Morkbak & Mads Troelsgaard


Welcome to Aarhus, Scandic and our 2018 conference

By Janus Boye


9.15 – 10.00

Open Innovation – less magic, more results!  “If you can't measure it, you can't improve it"

Identifying the potential for growth in our company or organization, and measuring our Return On Innovation, enables us to achieve results faster. This keynote shares strategic and hands-on advice for:  

  • Faster results and more frequent launches of innovative products and services

  • A higher success rate due to goals, process and KPI’s being aligned

  • Reducing the risk of new innovation projects due to a sound structure and the right tools

  • Engaging people to foster innovation throughout the organization

The speed of innovation is constantly accelerating, but the challenge is that the largest benefits of innovation are still not being measured. In this keynote, Truls Berg, head of Norway's open innovation lab, shares tools, methods and frameworks for measuring, and thereby improving your innovation efforts.

Read more about the keynote


10.00 – 10.30

Coffee, tea & networking



 10.30 – 12.00

Digital Commerce: Getting ahead of our customers  

Digital Commerce is changing the conversation from who and why to what if. Even though adoption rate seems fast, general consumer needs is still behind tech innovation. We stray away from looking into basic human needs, and start to wonder “what if?”  

I'm pretty sure very few customers came to Jeff Bezos three years ago because they were annoyed that they weren’t able to walk into a store, grab whatever they needed, and walk out without actively interacting with a single person - or machine. 

Working in digital commerce experience, we don’t have time to spend one year figuring out if an idea is ready for market. If we ship a product the market needs now, we are already too late. 

In this session, we will explore design sprints as a way of keeping up with developments in digital commerce, and unpack how to create a better user experience that our users didn’t even realize they were missing.

Digital commerce

12.00 – 13.00




13.00 – 13.45

The Ecommerce Manager perspective

With the orginal LEGOLAND amusement park in Billund turning 50 years old this year, it is more important than ever to adapt and constantly work on improvements in the digital age. How do we keep renewing ourselves, integrate new technology and lift the online revenue when we are working in a company which by default only have one fairly restricted product?

I will provide insights on how design and strategy can be combined and deployed to your advantage - for better engagement and a improve customer journey. In the end resulting in greater customer satisfaction and conversion rate.


Digital commerce

13.45 – 14.00

Coffee, tea & networking


14.00 – 15.00


Come join 2 x 25 minutes of informal roundtable discussions to get answers on your specific questions or help others by sharing your expert knowledge.

Join the discussions


15.00 – 15.30

Coffee, tea & networking



15.30 – 16.30

Innovation in e-Commerce: Insights from an upcoming and growing home & living online store

It can be challenging to innovate in the fast-paced e-Commerce space. This is especially true for smaller online stores, who can’t afford to allocate major R & D resources to innovation. All too often, quick fixes get prioritized over innovation projects. In this session, I will share thoughts and insights from - an online store that was started in 2016 as a special shop for home & living run by OTTO. OTTO is the top player for home & living in German e-Commerce.

Download the slides

16.30 – 16.45

Coffee, tea & networking


16.45 – 17.30

The Creative Curve: How to Develop the Right Idea, at the Right Time

“One of the things that people make a mistake of when it comes to creativity is they over focus on the novelty part. Scientists have found that creatives find the most success when they create ideas that are a blend of the familiar and the novel. Those are the ideas that we tend to be most attracted to.”

In this keynote Allen demystifies the concept of creativity into a practice that anyone can fuse into their current work and processes for better results.

Read more about the keynote

17.45 – 18.15

Let’s Start Something

Learn more


18.30 – is Aarhus the city that never sleeps?

18.30: Cosy dinner at Slagterbørsen
21.30: Beer, drinks … and maybe karaoke at Fatter Eskil

More about the social events

Social events