Nordic eCommerce Trends in 2026: From Transactions to Real Customer Relationships
The latest report on Nordic e-commerce trends for 2026 is clear: the era when e-commerce was merely a sales channel is over. Today, it is a growth engine — and the winners are those who succeed in building trust with their customers and owning their customer data.
The report “Nordic eCommerce Trends 2026” shows a market that has reached a new level of maturity. Companies are moving away from simple models toward AI-driven intelligence and more direct customer engagement. For a company like Fansbrick, this means the market’s needs now align perfectly with its core offering.
Marketplaces Are Losing Ground, D2C Is Gaining Momentum
One of the most striking insights is that dependence on large third-party platforms has declined by as much as 12%. Companies have become increasingly aware of the risks of not controlling their customer information. Instead, we are seeing rapid growth in Direct-to-Consumer (D2C): 79% of Nordic decision-makers now view D2C as a critical and necessary part of their strategy.
The drivers behind D2C are clear:
Brand control: Owning how your brand story is presented and experienced.
First-party data: In a post-cookie world, direct access to customer data is “gold” for enabling personalization and AI models.
Long-term loyalty: The ability to build direct relationships that cannot be disrupted or shut down by an external platform.
Personalization Is the New Baseline
According to the report, personalization (+7%) is no longer seen as an optional feature — it is a basic requirement for relevance. At the same time, social commerce and community-based commerce continue to grow steadily (+7%).
This is particularly important for small and mid-sized businesses. As many as 45% of smaller companies prioritize social commerce as an effective way to grow without heavy investments. It’s about creating contexts where customers feel seen and included — exactly what lies at the heart of a strong customer community.
AI: From Buzzword to Backbone
AI is no longer something companies experiment with on the margins; it has become central to operations. 81% of decision-makers expect AI to have a significant impact on e-commerce by the end of 2026. The most advanced use cases are personalization and predictive analytics.
However, many companies face a key challenge: data silos, where customer information is scattered across multiple systems. This is where platforms that consolidate customer data into a single source become critical — without them, AI cannot deliver real value.
Conclusion: Waiting Is the Costliest Strategy
The report concludes with a clear warning: “Waiting is the costliest strategy.” Companies that proactively build capabilities in personalization, own their data, and invest in strong customer relationships will lead the market. The rest will fall behind.
For Fansbrick, the message is a powerful validation. The market is moving away from “rented” relationships on large platforms toward “owned” relationships in proprietary systems. The future belongs to those who build for their fans — not just for their customers.
If you want to read the report! https://www.solteq.com/en/commerce/ecommerce
