E-commerce is constantly changing. New tools appear, algorithms shift and every year the industry talks about the next big trend.
But sometimes it's more interesting to look at what actually doesn't change.

During 4-5th of March we attended D-Congress in Gothenburg – one of the largest e-commerce conferences in the Nordics. Two days of talks, conversations and a lot of notes.

Instead of simply saying “we were there”, we wanted to share something more useful:
the key insights we took home – and what they mean for you as a customer.


What is D-Congress?

D-Congress is an annual event where retailers, technology companies and brands meet to discuss the future of digital commerce.
In short: it's where people talk about how people shop today – and how that will change tomorrow.


1. Speed beats almost everything

One of the most repeated insights during the conference was simple:
If a website loads slowly, people leave. It doesn't matter how good the product is or how nice the design looks.

For us that means a lot of the work happens behind the scenes:

  • faster page load
  • clearer navigation
  • less friction in the checkout process

In other words: finding what you need should feel effortless.


2. People don't search for products anymore

Another big change is how people search online. In the past people searched for specific products. Today they search for situations.

Questions like:

What do I need to get started?
What's a good setup at home?
How should I store herbs?

That means companies need to guide and explain, not just show products.


For most people starting out, a few essentials appear again and again:

Simple tools, but they make a big difference.


3. Culture beats advertising

One of the most interesting talks highlighted something very simple:
If something feels fake, people notice immediately. Authenticity matters more than ever.

Brands that try to pretend they're part of a culture without actually being part of it quickly lose credibility. For us this is quite natural. Smoketower has always been part of the same community as our customers.

We don't just sell products – we ourselves belong to the culture around them.

That's why we'd rather collaborate with creators, support artists and build real connections instead of just pushing ads.


4. Community matters more than price

Another big topic was customer loyalty. With so many options online, people can switch stores instantly. What makes them stay isn't always price.
It's feeling recognition, humor, personality and community.

That’s also why our social media sometimes feels a bit more relaxed than traditional marketing. It’s also why, a few years ago, we decided to start showing who we really are. Like many others in the industry, we had previously stayed more anonymous because of the stigma around it. But the path toward a more open and accepted perspective begins with stepping into the light.

Crew videos, memes and behind-the-scenes moments may not look like classic ads – but they create something harder to copy: community.


5. The future is more human than we think

There's a lot of talk about AI right now. But one of the most interesting takeaways from the conference was the opposite of what many expect.
When everything can be generated automatically, authentic human expression becomes even more valuable. That's also why for this year's 420 celebration we're planning something a little different.
Instead of focusing only on products, we want to highlight real artists from the community.

More about that soon.


What does this mean for Smoketower?

For us it simply means continuing to focus on what we believe in:

  • making it easy to find the right products
  • answering questions instead of just selling
  • being part of the culture, not just a store

And sometimes also showing up at a conference, filling a notebook with ideas and coming back with new ways to improve.


We'd love to hear from you!

What would you like to see more of from us?

More guides?
More behind-the-scenes?
More community content?

Let us know on Instagram or drop a message in the comments.

Much Love / Smoketower Team