Customer Experience and E-Commerce

Customer Experience and E-Commerce is about how businesses create value through great digital customer experiences. Here you’ll find articles on e-commerce, customer journeys, omnichannel, payment solutions, logistics, customer loyalty, digitalisation, artificial intelligence, and innovation—from the internet’s first online stores to the future of AI-driven commerce.

Watercolor from London illustrating the e-commerce value chain from online ordering and warehousing to packaging, distribution and delivery, with digital customer data and logistics as central parts of the digital economy.

Part 5 – E-commerce and the digital economy

E-commerce and the digital economy: from online shops and Amazon to marketplaces, the Long Tail, the platform economy, customer data and new forms of value creation.

Magne Bjella

23 Sept32 min read

Watercolor from San Francisco of a customer using mobile and laptop for AI-assisted online shopping. The image illustrates how e-commerce is moving from traditional product search to conversations where artificial intelligence helps the customer understand needs and find relevant products.

Part 5 – AI is changing e-commerce

How is AI changing e-commerce? Discover smarter search, recommendations, shopping assistants and agentic commerce – and what they mean for the customer.

Magne Bjella

23 Sept29 min read

Watercolor of a customer in Oslo using a mobile phone at a physical store. The image illustrates how unified commerce connects digital and physical commerce so that the customer can move seamlessly between online, mobile and store.

Part 4 – From multichannel to unified commerce

From multichannel to unified commerce: See how physical and digital retail are coming together to create a more seamless customer experience in e-commerce.

Magne Bjella

23 Sept28 min read

Watercolor painting from Paris of a customer using mobile and laptop for digital commerce, with the Eiffel Tower in the background. The image illustrates how e-commerce platform, product information and digital touchpoints form the visible part of modern e-commerce.

Part 3 – The technology behind modern e-commerce

What happens behind the scenes in modern e-commerce? Discover how platforms, payments, data, warehousing, logistics and integrations work together to create customer experience and value.

Magne Bjella

23 Sept28 min read

Watercolor of a customer in Milan using a mobile phone and laptop to search for and compare products. The image illustrates how search, information, and digital touchpoints influence customer pre-purchase considerations in modern e-commerce.

Part 2 – The Customer and E-Commerce

How do search, information, trust and friction influence customer purchases? Explore what creates great customer experiences in e-commerce in 2026.

Magne Bjella

23 Sept26 min read

Watercolor painting of a customer sitting in a cafe in Florence with a laptop, browsing products in an online store, with the city’s historic urban environment in the background. The image illustrates the beginning of the modern e-commerce journey, where the customer seeks information, considers options, and moves into a digital purchasing process.

Part 1 – What is e-commerce in 2026?

What is e-commerce in 2026? Discover how customer experience, data, logistics, physical retail and AI are shaping modern e-commerce and value creation.

Magne Bjella

23 Sept28 min read

E-commerce in 2026

What is e-commerce in 2026? Explore how customer experience, technology, logistics, omnichannel and AI are shaping modern commerce and creating new value.

Magne Bjella

23 Sept21 min read

Watercolor illustration depicting modern e-commerce with online store on laptop, mobile shopping, shopping cart, logistics, package delivery and global digital commerce. The illustration visualizes how customer experiences, technology, digitalization and value creation are interconnected in modern online shopping.

From catalog to artificial intelligence - why the story of e-commerce is really about people

Utforsk hvordan e-handel skaper verdiskaping gjennom kundeopplevelser, digitalisering, logistikk, analyse, innovasjon og kunstig intelligens.

Magne Bjella

23 Sept12 min read

Watercolor from Naples where people use generative AI on a computer, illustrating the shift from traditional information search to AI-generated answers and dialogue.

Part 14 – From Digital First to AI First

From Digital First to AI First: how generative AI, AI Search and digital agents can transform customers, organisations and the future of value creation.

Magne Bjella

23 Sept29 min read

Collection watercolor from Bologna illustrating digital transformation through strategy, customer orientation, data, technology, organization, competence, collaboration and continuous learning.

Part 13 – Digital Transformation

Digital transformation is more than technology. See how strategy, organisations, culture, skills and ways of working change as digitalisation becomes continuous.

Magne Bjella

23 Sept26 min read

Collection watercolor that illustrates strategic customer focus through customer choice, digital comparison, customer reviews, customer journey and employees' work to create value for the customer.

Part 12 – When customer focus became a strategic necessity

The customer is the real boss of the market. See how search, transparency, customer reviews and increased competition turned customer focus from an ideal into a strategic necessity.

Magne Bjella

23 Sept27 min read

Collective watercolor from Berlin illustrating cloud computing, SaaS, APIs, analytics, data, personalization and digital platforms as infrastructure for modern digital ecosystems.

Part 11 – Cloud, data and platforms

From cloud and SaaS to APIs, data and platforms – how digital infrastructure created new ecosystems, personalisation and the foundations of today’s AI.

Magne Bjella

23 Sept26 min read

Collection watercolor from Amsterdam illustrating the development from multichannel to omnichannel, with online shopping, mobile, physical store, Click & Collect, personal advice and returns as parts of one continuous customer journey.

Part 10 – From multichannel to omnichannel

From multichannel to omnichannel: how web, mobile, shops and customer service connect to create one seamless customer journey across digital and physical channels.

Magne Bjella

23 Sept27 min read

Collection watercolor from Pisa illustrating Mobile First and the role of smartphones in digital service development through responsive design, apps, location services, navigation, mobile payment and services adapted to the user's situation.

Part 9 – Mobile First

Fra smarttelefon og Mobile First til responsive design, apper, lokasjon og mobilbetaling – slik mobilen endret digitale tjenester og kundereisen.

Magne Bjella

23 Sept27 min read

Collection watercolor from Milan illustrating how social media gave the customer a public voice through digital networks, user-generated content, customer reviews, influencers, and public customer dialogue between people and businesses.

Part 8 – Social – the customer gets a public vote

Social media gave customers a public voice. See how networks, reviews, user-generated content and algorithms changed the balance of power between customers and organisations.

Magne Bjella

23 Sept22 min read

Collection watercolor illustrating the development from digital search and user behavior to usability, user testing, information architecture and UX, and further to a holistic digital and physical customer experience.

Part 7 – From usability to UX

From HCI and usability to information architecture and UX. How human needs, usability and design became essential to digital services.

Magne Bjella

23 Sept28 min read

Watercolor in four scenes illustrating the development of digital search: search engine and search results in London, product search and online shopping, search for research information in Oxford, and use of ChatGPT to find knowledge about a historic FM engine from Fredrikstad Motorverksted.

Part 6 – Search and the struggle to be found

Search engines changed the balance of information power. From Google, SEO and SEM to product search, customer reviews and AI – the story of the battle to be found.

Magne Bjella

23 Sept27 min read

Watercolor from San Francisco with a person searching for travel information on Google, illustrating search intent and how search engines changed digital marketing and the customer's path to information.

Part 4 - Internet Marketing

Internet marketing transformed marketing through email, advertising, CRM, measurement and customer insight – from mass communication to digital dialogue.

Magne Bjella

23 Sept31 min read

Watercolor with digital situations at famous places in Paris that illustrate the development from the first websites to digital services, self-service and new digital contact surfaces between businesses and users.

Part 3 – When business went online

From the first websites to digital services and self-service: how the web transformed organisations, customers, work processes and digital value creation.

Magne Bjella

23 Sept28 min read

Watercolor with digital everyday situations in San Francisco, Lisbon and Rome illustrating the development from PC, internet and World Wide Web to global digitization, digital services and an interconnected world.

Part 2 - From PC to World Wide Web

From the PC to the World Wide Web: how computers, the internet and the web created the infrastructure for digitalisation, e-commerce and today’s digital economy.

Magne Bjella

23 Sept25 min read