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, digitalization, artificial intelligence, and innovation—from the internet’s first online stores to the future of AI-driven commerce.

Illustration of Chris Anderson's Long Tail theory from The Long Tail (2006). The watercolor shows the characteristic Long Tail curve with a tall "Head" representing a few bestsellers and a long tail illustrating how thousands of niche products can collectively create greater value than the most popular products. The illustration connects the theory to e-commerce, the digital economy, search engines, Amazon, Google, artificial intelligence and the modern knowledge universe, and visualizes how the Long Tail remains one of the most important models for understanding digital value creation.

Long Tail – the theory that changed e-commerce, the internet and the digital economy

Discover Chris Anderson’s Long Tail theory and how it has transformed e-commerce, Google, Amazon, AI, and digital value creation.

Magne Bjella

15 hours ago16 min read

Watercolor illustration visualizing a modern digital customer journey in which a man works from his home office and uses an artificial intelligence assistant to find the best solution when purchasing a new laptop. On the screen, the AI analyzes the user’s needs—including Photoshop, Lightroom, high performance, a large screen, a docking station, and a long-term investment—before recommending a complete solution. The illustration shows how the digital customer experience is shifting from traditional product search to needs-based guidance, where the customer describes the situation and artificial intelligence helps identify the most relevant solution. The image visualizes themes such as artificial intelligence, AI assistants, digital commerce, e-commerce, customer experiences, digital transformation, decision support, knowledge-based recommendations, small and medium-sized businesses, and the project The Invisible Capital.

The customer is no longer searching. The customer tells us what he wants.

Customers no longer search—they tell us what they want. Explore how artificial intelligence is transforming e-commerce, customer experiences, and the digital customer journey.

Magne Bjella

15 hours ago9 min read

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

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

Explore how e-commerce creates value through customer experience, digitalization, logistics, analytics, innovation, and artificial intelligence.

Magne Bjella

15 hours ago12 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: Discover how physical and digital retail are converging to create a more seamless e-commerce customer experience.

Magne Bjella

15 hours ago28 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 modern e-commerce? Explore how platforms, payments, data, inventory, logistics, and integrations work together to create customer experiences and value.

Magne Bjella

15 hours ago28 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 purchasing decisions? Explore what creates great e-commerce customer experiences in 2026.

Magne Bjella

15 hours ago26 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? Explore how customer experience, data, logistics, physical retail, and AI are shaping modern e-commerce and value creation.

Magne Bjella

15 hours ago28 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 digitalization, e-commerce, and today’s digital economy.

Magne Bjella

15 hours ago25 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

15 hours ago21 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, organizations, and the future of value creation.

Magne Bjella

15 hours ago29 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, organization, culture, skills, and ways of working change as digitalization becomes continuous.

Magne Bjella

15 hours ago26 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 market’s real boss. See how search, transparency, customer reviews, and increased competition made customer focus a strategic necessity.

Magne Bjella

15 hours ago27 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, personalization, and the foundation for today’s AI.

Magne Bjella

15 hours ago26 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, stores, and customer service connect to create one seamless journey across digital and physical channels.

Magne Bjella

15 hours ago27 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

From smartphones and Mobile First to responsive design, apps, location, and mobile payments—how mobile transformed digital services and the customer journey.

Magne Bjella

15 hours ago27 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 businesses.

Magne Bjella

15 hours ago22 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 successful digital services.

Magne Bjella

15 hours ago28 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 insights—from mass communication to digital dialogue.

Magne Bjella

15 hours ago31 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

Fra de første nettstedene til digitale tjenester og selvbetjening: hvordan weben endret virksomheter, kunder, arbeidsprosesser og digital verdiskaping.

Magne Bjella

15 hours ago28 min read

Watercolor with digital work situations from Budapest, Amsterdam and Tokyo illustrating digitalization, digital processes and digital transformation in businesses and modern societies.

Part 1 - What is digitalization?

What is digitalization? Learn the difference between digitization, digitalization, and digital transformation, and how technology changes organizations and value creation.

Magne Bjella

15 hours ago25 min read