Stora Ehandelsdagen 2026: conversion in small steps and AI that answers customers' questions

Conversion is a way of working, not a project

In the panel we talked about conversion on the website and how to improve the customer experience iteratively. At Linné Elektronik we have come an extremely long way since the site was new a year ago.

We work iteratively with several services that scan the site and find problems, and we experiment with the flow and the customer experience practically every day. The most important thing for us is that customers get the information they need – and that it is correct and relevant to that particular choice.

We often switch features off to see what they actually deliver, move things around and review what should be shown and when. Right now we are thinking about what else we can bring forward earlier in the purchase process to make customers happier.

Reviews – only from real buyers

Just as the panel discussed, we work with reviews on the site, and they have become hugely important to us. At first they weren't, because our process was fairly poor. Today we verify every review against the email address and order number, so that the person writing it has actually bought the product.

It is also a requirement: under the Swedish Marketing Act, anyone who displays reviews must state whether and how they check that the reviews come from customers who have actually bought or used the product.

AI: answer the question the customer actually asks

We also got onto AI. I think the important thing is to answer the question people ask when they are about to buy. There can be many questions, for example: what do I do when my phone gets slow? There you can help the customer get better performance – and at the same time offer accessories or a new product, or simply bring the customer onto the site.

The most effective use of AI today is answering panic questions. What do I do if my phone ends up at the bottom of the sea? Then you can explain backups and other things that are good to have switched on, so you get your photos back. What do I do if I'm worried someone is following my child's location? Then you can show how to see whether anyone has access to it and which apps can show it.

This is what such answers can look like – short, correct and with a link onward for those who need more.

My phone has become slow – what do I do?

• Restart the phone. It solves things more often than you'd think.
• Update the system and apps. Updates often fix performance problems in particular.
• Free up storage space. A nearly full phone gets slow. Check under storage in the settings what is taking up space, and clear out large videos, apps you don't use and old downloads.
• Check the battery. A worn battery can make the phone throttle its performance to avoid shutting down. On iPhone you can see battery health under Battery in the settings.
• Is the phone no longer getting updates? Then it's time to look at a new one, both for speed and for security. See mobile phones at Linné Elektronik.

My phone is at the bottom of the sea – are my photos gone?

That depends on what was switched on beforehand.

• If the photos were synced to the cloud – iCloud Photos on iPhone or backup in Google Photos – they are still there. Sign in with the same account on a new phone and they will come back.
• If there was a backup of the whole phone you can restore apps, settings and messages when you set up the new one.
• Block the SIM card with your mobile operator and ask for a new one or an eSIM. Your number comes with you.
• Order a new Mobile BankID from your bank. It lives on the phone and has to be set up again on a new one.
• Do this today, before anything happens: turn on photo sync and backup, check that you have enough cloud storage and that the latest backup is from yesterday – not from last spring.

L Need a new phone?Compare mobile phones at Linné Elektronik. linneelektronik.com

Can someone see where my child is?

You can check, and it's quick.

• iPhone: Safety Check under Privacy & Security in the settings shows who has access to your location and other information, and lets you turn off sharing straight away. In the Find My app you can see under People who can see the location.
• Android: In Google Maps, Location sharing, under your profile picture, shows who can see the location. Under Location in the settings you can see which apps have access to it.
• Apps that can show the location: Find My, Google Maps, Snapchat (Snap Map – in Ghost Mode you are not visible), Life360, WhatsApp and Messenger (live location sharing) and parental control apps such as Google Family Link.
• Unknown trackers: both iPhone and Android warn you if an unknown AirTag or other tracker is travelling with you. Take the warning seriously.

Questions and answers about AI in e-commerce

How do customers find a shop through AI?

More and more people start with a question to an AI assistant instead of searching for a product name. The assistant reads the web and summarises the pages that answer most clearly. Whoever has the best answer gets cited – and gets the visit.

Which questions should we answer?

The ones customers already ask. Read the customer service inbox and chat, and see what people search for on the site and in Google Search Console. They usually fall into three kinds: problem questions (the phone is slow), choice questions (which one should I pick) and panic questions (the phone is gone).

Why panic questions in particular?

When something has happened, people search straight away, read carefully and remember who helped. The answer has to be fast and correct and must not feel like a sales pitch. The product comes as the next step for those who need it.

Should the answer sell?

Help first. Link to the product when it actually solves the problem – a new phone when the old one no longer gets updates, a case when the new one needs to last. Otherwise the answer builds trust that pays off later.

Do we need an AI chat?

Not to get started – the content comes first. But a chat that knows the product range and the orders takes load off customer service. On linneelektronik.com the chat finds the product, tracks the order and builds the basket. Bear in mind that the AI Act requires it to be clear when the customer is talking to an AI – more about the AI Act.

How do we know if it works?

Track the visits that come from AI assistants – they show up as referrals from, for example, chatgpt.com and perplexity.ai – and see which pages they land on and what they buy. And test it yourselves: put your customers' questions to the assistants and see who gets cited.

Can AI get things wrong about our shop?

Yes. The clearer and more consistent the information on delivery times, returns and warranty is across the site, the less the assistant has to guess. It is the same principle as in the checkout flow: the right information in the right place.

The companies we met

During the day we met fantastic companies such as Footway and Treyd, and Sprii, which works with livestreaming on social platforms.

Thank you, Ehandel.se

A big thank you to Ehandel.se for inviting me to speak at Stora Ehandelsdagen and to the dinner afterwards. Great fun! The day set an attendance record with almost 600 tickets sold and a packed auditorium, and our panel won the award for best panel. The next Stora Ehandelsdagen is on 21 October 2027.

in My post on LinkedInMore about the day – and about the people I want to thank. linkedin.com

Want to do the same in your shop?

We help online retailers work in the same way: find what is stopping the customer, test in small steps and write the answers that both customers and AI assistants are looking for. We have set out how we work as an e-commerce consultant on a single page – and the first meeting is free of charge.

Sources: the Stora Ehandelsdagen programme and Ehandel.se's coverage, “Publikrekord när branschen bjöd på show” (“Attendance record as the industry put on a show”, 26 October 2026).