News
We're on the Konverteringsakuten panel at Ehandel.se
On 21 October Marcus Sjölin is one of the panellists when Ehandel.se runs Konverteringsakuten, its conversion clinic panel, in Stockholm. We go through real purchase flows – and point out what is actually costing conversion.
Published 14 October 2026 · Panel in Stockholm 21 October 2026
The panel has taken place – read our summary from Stora Ehandelsdagen
What is Konverteringsakuten?
Konverteringsakuten is Ehandel.se's format in which online shops have their purchase flow put under the microscope. The panel looks at real shops, real flows and real numbers – and points out what makes customers drop off along the way: shipping costs that only appear at checkout, too few payment methods, complicated return rules or a checkout that asks for more than it gives back.
We're taking part because this is exactly what we work on every day. We have built and run an e-commerce business in live operation, and we know how much money there is in simply getting the details of the flow right. What we took away from the day is covered in our blog post from Stora Ehandelsdagen.
What we usually find in a purchase flow
Whatever the industry, the same things come up. They are rarely technically advanced – but they cost money every day they stay in place.
- Shipping and delivery time revealed late. Customers need to know what it costs and when the item will arrive before they have made up their mind, not at the last step.
- Too few payment methods. And requiring an account where guest checkout would have done.
- Search and filtering that don't help. If customers can't find the product, there is no conversion to optimise.
- Performance and mobile view. Every second and every extra tap costs, especially on mobile, where most people shop.
- Return rules that put people off. A clear right of return sells more than it costs.
- No measurement per step. Without numbers for each step, every change is a guess.
A simple test: go through your own checkout on your phone, like a customer who has never seen the shop before. Count the number of steps, the number of fields and how far it is to the information about shipping and returns. That is usually enough to find the first three things to fix.
We have done it for real
Ehandel.se has previously written about the journey with Linné Elektronik: ten phones bought and SEK 50,000 in starting capital. Three years later the company turns over SEK 54 million and sells across large parts of Europe – with zero employees on the payroll. Behind the numbers are automation and in-house technology, but also a great deal of work on what isn't visible from the outside: payment flows, fraud attempts, logistics, compliance and customer service.
It is the same work we now do for others: the purchase flow, pricing, stock, compliance, telephony and customer service – and the whole that makes the parts fit together. We have brought it together on our page about us as an e-commerce consultant.
Update: the panel won the award for best panel at Stora Ehandelsdagen. Read about the day and what we talked about.
Come and talk to us
Missed the panel? We're happy to do the same review of your shop. Book a meeting and we'll look at the flow, the numbers and the three things that will have the most effect first.
Next step
Want a conversion clinic of your own?
Book 45 minutes. We go through your shop the same way as in the panel – and you leave with at least one concrete action.