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As the year comes to an end, we took a moment to sit down with Norce CEO Fredrik Lindros to reflect on his first nine months in the role. In this conversation, Fredrik shares what has made the strongest impression on him, the surprises along the way, and the progress he is most proud of. It’s a personal look back at a year of energy, collaboration, and change.
What has made the strongest impression on you during your first nine months as CEO?
Two things have stood out the most. First, the energy and engagement at Norce. Everyone is truly passionate about our customers, our partners, and the product we deliver. It’s rare to join a company where motivation is so high and where everyone genuinely wants to move forward.
Second, I’ve been impressed by how closely our technology is tied to the value we create. Our platform can handle a wide range of product assortments, complex setups like customer‑specific catalogs, price lists, and products, enabling us to build ecommerce solutions that are unique for every customer and user. Seeing that power in practice has been one of the most fascinating parts of my first time at Norce.
What has surprised you most in the role, positively or as a challenge?
What surprised me most, in a very positive way, is how incredibly well we work together with our partners and customers. We are seen as accessible, and the collaboration is at a level I haven’t experienced before. Our partners bring customers to us, we bring opportunities to them, and together we deliver truly impressive projects. It may sound like a cliché to talk about win‑win, but here it’s exactly what happens in practice. The close interplay between customer, partner, and Norce allows us to create results none of us could achieve alone.
Which progress within Norce Commerce are you most proud of this past year?
I’m proud that we managed to increase the pace during the year. We are swiftly upgrading Jetshop and Storm Customers into our new product Norce Commerce, modernizing our technical framework, and updating our APIs. At the same time, we positioned ourselves clearly for the future by adapting to the fast‑growing ecosystem around AI and agent‑based commerce. It’s been a strong first nine months, where we’ve taken care of our history while future‑proofing at the same time.
How have customer needs changed, and how has Norce responded?
Customer needs have become much more advanced. They demand more capable systems with high flexibility and strong partnerships around implementation. Interest in agent‑based commerce has also grown explosively; many want to understand how to work with this going forward. We’ve been able to respond quickly by clarifying our AI strategy, outlining five focus areas, which will be announced shortly where we give concrete examples of how customers and partners can start applying this technology today. The pace of the market is high, and it feels like we are built to keep up with it.
Which ecommerce trends do you see as most decisive going forward?
One central trend is that B2B is still early in its digital journey. Only around 35 percent of all B2B companies currently have functioning digital sales, which means enormous potential for us and our positioning.
Another trend is the continued shift from monolithic systems to pure composable, and now toward more packaged solutions. After years of maximum modularity, we now see partners creating ready‑made combinations of backend, frontend, CMS, search, etc., which simplifies things for customers without sacrificing flexibility.
The third trend is the rise of AI and agent‑based commerce. It’s no longer just about showing products online, but about enabling agents to search, analyze, and make purchases on behalf of the user, in B2B ecommerce this means supporting procurement systems and purchasing departments.
What do you hope Norce will have achieved when we sum up next year?
First, we've executed our roadmap at high velocity, delivering deep functionality across several of our most critical capabilities, for example PIM, pricing, and promotions. Second, we've ensured that our APIs are among the most modern and robust in the market. And third, Norce has taken the pole position in agent-based B2B commerce in the Nordics.
