Compete, don’t cheat: Embracing European diversity

European companies won’t win by copying U.S. or Chinese models, but by doubling down on their strengths: quality, adaptability, and transparency.

While it may be tempting to look outward for inspiration, doing so risks losing sight of the conditions required for sustained success in our own markets. In the European e-commerce landscape, fragmentation creates friction, but it also surfaces insights and local truths. The real challenge is translating these differences into systems that feel local by design, yet scale seamlessly across borders.

At D-Congress 2026: Shaping Culture – Transforming Commerce, Rasmus Fahlander, CPO at Kustom, will share insights into how European e-commerce companies can scale across borders and grow despite global headwinds.

Takeaways:

• Why adaptability will define the next wave of European winners
• How European checkout data can be leveraged to build trust and scalable local experiences

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