Sweden is a powerhouse in digital and e-commerce innovation, home to industry leaders like Klarna and Shopify, which dominate significant global market shares. The region’s unique blend of cultural heritage, visionary leadership, and forward-thinking policies has cultivated a dynamic ecosystem that drives world-leading advancements in music, fashion, and technology.

Per Ljungberg, Chief Innovation Officer and Head of D-Congress at Swedish Commerce, emphasizes in a statement, “Sweden is a nation powered by commerce, driven by a unique mix of cultural heritage, visionary leadership, and forward-thinking policies. This dynamic ecosystem has fostered world-leading innovation in music, fashion, and tech—paving the way for Swedish brands to shape industries far beyond our borders.”

With a wealth of industry professionals and insights, the e-commerce space in Sweden offers vast growth opportunities, particularly in areas like Global E-commerce, Intuitive E-commerce, Regenerative Retail, and Brand Brilliance. Events like D-Congress serve as a platform to strengthen this legacy and shape the future of retail, further solidifying Sweden’s role as a global leader in commerce and innovation.

The intersection of Artificial Intelligence (AI), fashion, and global e-commerce took center stage at D-Congress 2025 in Gothenburg, Sweden. The event explored how AI reshapes the current retail landscape, consumer habits, fashion design, marketing, and business creation. With a focus on innovation, sustainability, and profitability, the conference brought together industry leaders, futurists, and tech experts to discuss the transformative power of AI and its implications for the future of fashion and commerce.

AI At The Forefront

Nicklas Hermansson, a media visionary, and AI expert, painted a vivid picture of the year 2049, where AI and automation have reshaped society. He emphasizes the urgency of adapting to this rapidly evolving landscape, where nearly half of today’s jobs could be automated. Hermansson, known for his work with Aftonbladet and his trend-curating media house NomoFomo, shared practical tools for staying ahead in this AI-driven future. His insights highlighted the importance of continuous learning, innovative thinking, and embracing the blurred lines between physical and digital realities.

Paradigm Shifts in Fashion

Dr. Achim Berg, a global fashion and luxury industry expert, discussed the paradigm shifts transforming the fashion industry. From sustainability to technological advancements, Berg outlined the key themes shaping the next decade. A panel led by Alex Kessler, Deputy Editor at i-D, explored these shifts, emphasizing the role of AI in driving innovation and addressing challenges like product returns and sustainability. The block was presented in collaboration with Swedish Fashion Council.

E-Commerce Expansion and Profitability

Each year, the conference delves into the complexities of global e-commerce, with experts like Casper Lie from Global-e, sharing strategies for scaling online businesses. Discussions focused on overcoming challenges such as local regulations, optimizing customer experiences, and driving profitability. Brands like Pandora [jewelry] showcased their success stories, with Christian Krebs highlighting how AI-powered omnichannel strategies have fueled their 21% e-commerce growth in 2024 according to their data.

Sustainability Meets Profitability

A key theme at D-Congress was the balance between sustainability and profitability. Martin Börjesson of J.Lindeberg and Sylvia Wennberg of H&M led discussions on reducing product returns, improving operational efficiency, and leveraging AI to create sustainable yet profitable business models. These conversations underscored the growing importance of integrating sustainability into core business strategies.

TikTok’s AI Innovations in E-Commerce

With its recent ban and rescinding in the US, TikTok session showcased its AI-powered tools, including Smart+ and Symphony, designed to optimize campaign management and content creation. Entrepreneurs like Anna Erlandsson and Jacob Friberg shared real-world success stories, demonstrating how brands like Stronger and Swappie have leveraged TikTok to boost sales and brand presence.

Redefining Affordable Luxury with AI

Pandora’s Christian Krebs offered a glimpse into the future of hyper-personalized retail experiences powered by Agentic AI. By replicating the magic of in-store experiences online, Pandora has redefined affordable luxury, achieving significant e-commerce growth through innovative technology and customer-centric strategies.

The conference also featured inspiring talks from industry leaders like Steven Bartlett, entrepreneur and host of The Diary of a CEO, and Sebastian Siemiatkowski, CEO of Klarna. Bartlett shared insights on achieving success while maintaining balance. At the same time, Siemiatkowski discussed Klarna’s journey in revolutionizing fintech and its plans to stay ahead in a rapidly evolving digital landscape.

D-Congress 2025 highlighted the transformative potential of AI in fashion, culture, and global e-commerce. From sustainability and profitability to personalized customer experiences and innovative marketing strategies, the event underscored the need for businesses to embrace AI and adapt to the changing landscape. As the lines between physical and digital worlds continue to blur, the insights from D-Congress offer a roadmap for thriving in the AI revolution.