Gasta on E-commerce Day 2026: This is what we took with us
What works in practice for Norwegian online stores in 2026? Digital advisor Marianne Pham was present in Oslo to get the latest news.
A full house at E-commerce Day 2026, where presenter Fredrik Skavlan led the program on stage.
The E-handelsdagen conference brought together some of the largest and most influential players in online shopping in Oslo on April 21, 2026. From Klarna, Vipps and Bring to Komplett and Csoaps. With a clear focus on impact, the day was less about buzzwords and more about what actually works in practice for Norwegian online stores.
Even though the undersigned was a little starstruck by conference host Fredrik Skavlan, there was a lot of useful knowledge to take back with them. Gasta the office and Gasta -customers.
5 lessons from E-commerce Day 2026:
1. Your customers expect you to take responsibility all the way.
It is no longer enough to send the customer elsewhere. Customers expect you to own the process and follow them all the way, even when other suppliers are involved. If responsibility becomes unclear, it creates uncertainty for the customer. It can cost you as a player their trust.
2. AI agents are coming, also for B2B
AI agents are already making purchases on behalf of consumers, meaning they are assisted in the purchasing process instead of having to do it manually themselves.
The next step? The same will happen for B2B (business-to-business).
Many people today buy services that they don't actually have a full overview of. What happens when an AI agent is supposed to make the assessment for them? Then it's not enough to be visible. You as an actor must be understandable, relevant and credible.
3. Your checkout is more important than you think
In general, up to 70% of customers do not complete their purchase.
The reasons for this are not always complicated, but many online stores overlook them:
The price felt too high
Shipping options are unclear or poor
Delivery time is too long or unclear
Return policies are difficult to find
These are no longer just details, but can actually make the difference between a sale or not.
Speech and insight about customer behavior, presented by Bring during E-commerce Day 2026.
4. Strong brands make clear choices
Laundry detergent company Csoaps showed how clear values, good products, and a consistent tone can be enough, without the need to chase campaigns.
In a market full of noise, it is often those who dare to be consistent who win, not those who try a little bit of everything.
5. AI is no longer a competitive advantage, but an expectation
AI was promoted as a fundamental part of the future of work. But perhaps the most important point was that AI is only as good as the information and context you give it.
Those who will succeed in the future will not necessarily be those who use AI the most , but those who use it the smartest to reduce manual work and make better decisions.
In summary
E-commerce Day 2026 was both inspiring and educational, with several exciting posts from major players in e-commerce and online shopping. Several of the posts were largely about one thing: We need to stop talking and start doing what actually works.
And perhaps most importantly of all: The best results rarely come from big, fancy initiatives – but from doing the basic things really well.
Gasta offers online stores in Squarespace . We are a partner who cares about the entire customer journey and creates online stores that deliver. Curious? Contact us for a no-obligation chat .
