The E-commerce Unconference: our 3 strategic takeaways for digital-first brands
Together with Firmhouse, Eyk and Mollie, we organised the E-commerce Unconference. What's an Unconference, you say? Instead of pre-set talks, everyone could pitch a topic on the spot, ranking from AI in commerce to how to rethink subscriptions. Attendees then chose the conversations they wanted to join, spreading out across smaller sessions to exchange insights and experiences. The result? An afternoon full of real, unfiltered discussions. And these are our takeaways.
1. AI fatigue is real
One of the most talked-about themes was the growing sense of AI fatigue.
So many tools, so many promises. And at the same time, hardly any room to figure out what really works.
Most teams are experimenting, but few feel confident they’re using the right stack. Many admitted they don’t even know where to start.
The takeaway? Before chasing the next AI tool, get your processes and data foundations right. Only then can you use AI effectively and securely, without losing focus or momentum.
2. From subscriptions to memberships
Another recurring theme - and one we’ve seen across the industry - was subscription fatigue. Consumers are overwhelmed with recurring payments, from Netflix to cloud apps to digital products.
The future? Think beyond subscriptions, towards memberships: communities that offer ongoing value, belonging, and shared benefits. It’s not about locking customers in; it’s about keeping them engaged.
Platforms like Firmhouse are evolving to support these new business models, like try & buy, rent & return, or membership-based commerce, giving brands more flexibility to grow sustainably.
3. Connection over presentation
The unconference format itself was a highlight and quite unique. No one-way presentations, no hierarchy, but a facilitated, fast-paced discussions where everyone had something to add.
From the “fishbowl” debate format to the closing circle where each session shared its key insights, the setup encouraged openness, vulnerability, and collaboration.
The energy in the room was remarkable, even among competitors. People shared tools, workflows, and challenges freely. That sense of connection and co-creation is exactly what makes formats like these so powerful.
By letting the crowd shape the conversation, we turned a simple afternoon into a real exchange of ideas - and a reminder that the best insights often come when you stop talking to your audience, and start learning with them.
