Smart Commerce 2021 | Helsinki | Event | eCommerce
28 JANUARY 2021
Revolutionising your eCommerce strategy from being traditional to being data and customer centric
Digital commerce has gone beyond “buying something on a website”
to a series of interactions that rely on technology to move goods.
Speed and agility
to innovate the customer experience will determine the winners in an era of digital disruption.
Your talent, culture, and customer engagement platform determine your innovation potential.
Smart Commerce 2020
brings retail and e-commerce players together to discuss common challenges, possibilities and opportunities that can be explored to accelerate their digital change, and move from traditional e-commerce models to customer-centric, data-centric, brand-centric, and experience-driven models.

Greater integration

of AI and Machine learning

AR inches closer to

the mainstream

Explosive growth

of mobile checkout

and IoT

Voice search


More storefront


The rise

of ROPO 

Faster shipping and

better delivery



Predictive Analytics


Predictive Analytics

Multichannel Optimizing



Minna Ruusuvuori

Sales & Marketing Director, Digital Services, Solteq

Minna Ruusuvuori is leading sales and marketing operations in Solteq’s Digital Services. With over 20 years of experience in demanding positions in sales and marketing e.g. in Elisa, Descom and Solteq she has gained a broad understanding how to run successful sales & marketing organizations, especially in software and service businesses. Minna has specialized in services actualizing digital transformation bundled together with great customer experience.


Markus Sinisalo

Head of Ecommerce, Tokmanni

Markus Sinisalo has got solid experience from FMCG market in Finland and Nordics. Before Tokmanni, Markus has worked in various roles from sales & marketing to ecommerce in such companies as Hartwall, Valio and Unilever. At the moment Markus is responsible for Tokmanni ecommerce business.


Dirk is the Country CFO of IKEA Finland. He joined IKEA Finland in 2012. Prior to IKEA, Dirk worked in M&A advisory for over six years.


Dirk Schmidt

Country CFO, IKEA 

Johannes Kumpukoski

Sales Director, Paytrail

Johannes is the head of the innovative Sales team at Paytrail. He is responsible businesswise of Partners, Sales and Key Accounts. Johannes has helped over 800 Finnish merchants to select the best payment service for their needs. Johannes’ goal as a Sales Director is to ensure that merchants can sell more with comprehensive payment methods and have less manual work regarding payment methods.


Benny Öhman

Director of Payment Solutions,

Benny has been working at Svea Ekonomi for several years, having deep insight in financing as a whole; and as head of payment solutions in Finland, Benny knows the business both in Finland, but also in Scandinavia. Backed up by Svea Ekonomi Group’s international knowhow and knowledge, but also business knowledge and inhouse studies done in Finland, Benny knows the area inside out. Benny is a graduate (M.Sc.) from Hanken School of Economics. 


Nicklas Folk

Nicklas has been working at Collector Payments since 2016, previously responsible for Collectors B2B Payments initiative and currently leading the core platform- as well as the aftersales experience team. He thrives working with agile development and describes himself as a passionate idéator who love product development.


Pär Österlund

Group Director B2C Marketing and KI2 Lead, Bisnode

Pär is a leading expert in digital marketing. At Bisnode, he is responsible for the products and services for marketing. Before joining Bisnode he has founded two companies, a software company and a digital agency. Pär has also written an award-winning book on how social media changes the way companies interact with their customers.


Lauri Järvenpää

Head of Development, Lamia

Lauri Järvenpää is Head of Development and co-founder of Lamia. Combining technology and business insight to create unique digital services and customer experiences is what Lauri does best. He is an experienced ecommerce solution, digital service channel and enterprise architecture specialist, developing hundreds of digital services for both small and large Nordic companies since 2012.


Juha-Pekka Pirvola

Sales Director, Matkahuolto



Surbhi Marwah

Product Specialist in Connected Retail, Zalando

Surbhi is the Senior Product Manager at Zalando. She is making a huge difference: For Zalando. For the industry. And for the environment. She has innovated the way online platforms collaborate with high street retailers. Within 12 months, Surbhi has designed and delivered a tremendously successful product connecting more that 1,400 stores across two countries generating up to 60% revenue uplift for participating retailers. The product has been featured in leading international media including the New York Times and the Financial Times. Surbhi was chosen by Drapers - one of the leading fashion media globally - for Drapers 30 under 30 as one of the rising stars of fashion industry in 2020. Her previous experience has been in product development and engineering for entertainment, adtech, and telecommunication companies in SEA and India. 

Tiina Rytkönen

Director of Online Development, DNA

For the past 6 years Tiina has been leading the development of DNA’s digital channels for consumer market, mainly focusing in the areas of eCommerce and eCare. Prior to DNA she has worked on digital development at PlusTV and Nokia Siemens Networks. Tiina has great deal knowledge on the digital business from technical, business, and UX side. She follows the trends of digital business and consumer behavior with great intent to learn.



Sïmon Saneback

Co-founder,  Wellstreet

Sïmon Saneback is an award-winning serial entrepreneur, a well recognized figure within the Scandinavian e-commerce community and a frequent keynote speaker around Europe. Sïmon is co-founder of Wellstreet Group and has been named Sweden’s Startup Investor of the Year in 2018 and 2019. He founded his first startup at 16 years of age and has since been running several online stores, as well as various advisory positions in companies such as Klarna, PostNord and Bring. 


Bret Kinsella


Bret Kinsella is Editor and Founder of He is a frequent speaker in the U.S. and Europe and also hosts the weekly Voicebot Podcast. A past executive of Sapient, Accenture and Harris Corporation and an officer in several startups. Bret is also a practitioner in voice app development where he has contributed to the design of several popular voice apps on Amazon Alexa and Google Home.


Zunaira Munir

Founder and Managing Director, Strategize Blue

Dr. Zunaira Munir is a Senior Expert of the Global Blue Ocean Strategy Network. She has worked directly under Professors Chan Kim and Renee Mauborgne (Founders of Blue Ocean Strategy) on various Blue Ocean projects and initiatives worldwide, including ‘National Blue Ocean Strategy’ instituted by the Prime Minister of Malaysia that led to the creation of 1.8 million jobs and a 50% increase in GDP for Malaysia. With a client list that reads who’s who in business, she has trained organizations, big and small, that are eager to grow and willing to innovate. Clients include Coca-Cola, Pfizer, Honeywell, Intel, HP, T-mobile and others. As an executive, she was instrumental in growing Clary Business Machines to America’s top hundred electronics companies as ranked by the INC Magazine. She is now engaged in global business development of OneScreen.


Founder and CEO, Third Space Automation

Arshia Gratiot

Arshia is an experienced technology professional who has worked with Nokia and Microsoft for over ten years before entering the start-up world. Arshia is a member of a number of EU wide initiatives focusing on emerging mobility systems including the recently formed Urban Air Mobility consortium and the European AI alliance. Arshia is a frequent speaker on topics involving AI and ethics, user experience design for AI and emerging transport systems. Arshia is an avid supporter of women in technology and evangelises the importance of encouraging girls to enter the STEM. Arshia has two children and lives in London.


Kevin Deegan

TEDx speaker,

Head of Consumer Insight, Valio

Kevin Deegan leads consumer insight across Valio’s home and subsidiary markets around the world, ensuring the voice of the consumer drives strategic decision-making. He has multifaceted experience in consumer perception and behaviour and has a keen interest in making insights understandable and actionable. Kevin holds a PhD in Sensory Science. He is an enthusiastic storyteller and a TEDx speaker.


Managing partner, Last Mile Experts

Marek Rozycki

Marek is managing partner at Last Mile Experts, specializing in CEP and e-commerce last-mile advisory. He was VP Amazon Logistics Europe until 2015. With over 25 years in finance and general management roles, Marek is a seasoned manager and entrepreneur. His career has included senior executive roles. 



Make valuable connections and set up meetings during Smart Commerce with Brella. Input your business needs and availability and Brella will recommend participants who have complementary skills and needs. Brella will also suggest available time slots and reserve tables for you in the Brella Networking Space.


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Book Your Conference Pass in Advance for the Next Year –

Smart Commerce 2020


Until 8.11.2019

Until 20.12.2019

790 €

+ ALV.

590 €

+ ALV.



490 €

+ ALV.




  • Access to the entire conference

  • Breakfast, lunch and cocktails

  • Presentation materials

  • Networking with 300 professionals





Heidi Byskata
+358 50 309 1418
Kattilahalli, Helsinki
Sörnäisten rantatie 22
00540 Helsinki, Finland

Business Insight Group

Kalevankatu 31, 00100 Helsinki

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