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Fireside Chat: Stunning Storefronts. That Agents Don't Care

Abstract

You've invested years into UX, personalization, and conversion optimization. But what happens when the next generation of buyers never sees your storefront because their agent shops for them?
Denis Turkov sits down with Norman Nielsen, VP Organic Growth at Idealo (ex-Zalando, ex-Omio) to confront the question every ecommerce leader is quietly asking: is the storefront still the game or are we optimizing for an audience that's already leaving?
They'll pressure-test three strategies: hold, wait, or double down and leave you with a framework for making the call in your own business.

Topics To Be Covered

  • When storefront UX stops mattering

  • How agents reshape buying journeys

  • Three strategies: hold, wait, double down

  • Framework to decide your path

Perfect For

  • eCommerce leaders

  • Growth teams

  • Digital strategists

  • Retail executives

Meet Your Speakers

Norman Nielsen

Norman Nielsen

idealo

VP Organic Growth, idealo

Norman Nielsen is VP Organic Growth at idealo, where he leads the company’s organic growth strategy across international markets. Previously, he spent nearly seven years at Omio, most recently as VP Growth, building and scaling a global team of 20 marketing and tech experts. With two decades of experience, he is a recognized expert in organic growth, AI-driven automation, and international expansion.

Stefanie Söhnchen

Stefanie Söhnchen

PIABO Communications

Vice President Strategy / Lead Digital, PIABO

Stefanie Söhnchen is Vice President Strategy / Lead Digital at PIABO Communications, the leading communications agency for the world’s most innovative companies. She has been a recognized expert in digital communication strategies for over a decade. Whether it's corporate ambassador programs, social media, newsletters, app and website concepts, content development, SEO, or storytelling – when it comes to strategic (digital) communications at PIABO, all roads lead to her.
With a background in multimedia journalism, Stefanie combines editorial expertise with a strong strategic mindset. Throughout her career, she has successfully supported companies across a wide range of industries – including insurance, energy, automotive, tech, beauty, and healthcare – in strengthening their digital brand presence. Her broad perspective on what drives success in both German and international markets makes her a sought-after strategic partner.
Outside the world of digital strategy, Stefanie is a passionate foodsaver and advocates for sustainability, equality, and diversity – in both her professional and personal life.

ADDITIONAL INFORMATION

Time & Place

Thu, Nov 26

16:00 - 16:30

Mövenpick Amsterdam City Centre

Zurich I+II

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Limited to 180 participants.

Secure your seat – registration required.

Notes

Agenda for this session

  • 20 min fireside chat

REGISTRATION

This session is available to all ticket holders.

Limited Seating Still Guaranteed

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