# Hello Retail at E‑handelskonferencen 2026: Stop babysitting your flows
> Kasper Refskou Jensen and Anna Sophie Christensen took the stage at E-handelskonferencen 2026 with three things to change in your email setup on Monday morning. Here's the short version, plus the film from the day.
**Author:** Nicklas Beran Bergström
**Published:** October 13, 2026
**Tags:** Events, E-handelskonferencen, Product Agents, Email Marketing, Klaviyo, Danish Ecommerce
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On Thursday 8 October, Denmark's ecommerce industry filled Lokomotivværkstedet in Copenhagen for E-handelskonferencen 2026, the yearly conference run by Dansk Erhverv. The theme was "Fuld fart frem!" Full speed ahead.
We brought a booth, a talk on the red stage and a camera. Here's the short version.
## The booth: You are running low
Our booth carried one line in big letters: "You are running low." Meaning your customers. Or rather, the products they buy again.
The wall next to it explained the idea behind [Product Agents](/en/product-agents/):
Two products bought together rarely run out together. A shampoo and a conditioner from the same order can run out weeks apart, so a reminder timed to the order is wrong about at least one of them. Product Agents work out what to send product by product, and pick the content and the send time for each customer.
That was the conversation at the booth all day.
## On stage: Email marketing in 2027
At 10:30, our CEO [Kasper Refskou Jensen](https://www.linkedin.com/in/kasperrefskou/) and [Anna Sophie Christensen](https://www.linkedin.com/in/anna-sophie-fokdal-christensen-785861150/) took the red stage. Anna Sophie is Head of Email Marketing & Retention at FABO and a Klaviyo Community Champion. Their talk: "Email marketing i 2027: Slut med at babysitte flows". Email marketing in 2027, stop babysitting your flows.
Kasper opened with how [Product Agents](/en/product-agents/) work and how they're built on Product Intelligence. The slide put it in one sentence: Product Agents turn customer behavior, Product Intelligence and timing into 1:1 emails that are decided and sent fully automatically. Each email is built around one product for one customer: When it goes out, what it says, which product it leads with, and what it recommends next.
Then Anna Sophie took over.
She walked the room through a full lifecycle map, from acquisition and onboarding through retargeting, retention and loyalty to winback, each stage with its own flows. Most brands have those basic flows in place. So the slide asked: How personal is the message inside them, really?
### Three things to fix in your email flows
The talk ended on three points, each with a task you can do on Monday.
**1. Start with post-purchase.**
The customer has just shown you what they like. That purchase is the most relevant signal you have for building your best post-purchase email.
*On Monday:* Read your post-purchase email. Does it start from the product the customer actually bought, in a smart way?
**2. Let the products do the talking.**
Repurchase follows the product, not the calendar. A fixed "30 days" rule is an average that rarely fits any single product.
*On Monday:* Find your 10 most repurchased products. How many days really pass between purchases?
**3. Stop babysitting flows.**
Every branch in a flow is a guess you made in advance. Let data and an AI agent make those decisions and adjust to what customers actually do, while it happens.
*On Monday:* Count the branches in your biggest flow. How many are knowledge, and how many are guesses?
Point three is the job Product Agents were built for. They run on Shopify and Klaviyo, and you can [try them free for 14 days or 500 emails](/en/product-agents/free-trial/), with no card.
### Want more from Anna Sophie?
One talk only covers so much. Earlier this year, Anna Sophie sat down with us for an episode of Hello Retail Conversations. She explained why most brands still send the same email to everyone, even though the data to do better is already sitting in Klaviyo.
Watch "Email marketing beyond the blast" with Anna Sophie Christensen →
Or read the [blog post from the conversation](/en/blog/2026-04-28-email-marketing-beyond-the-blast-anna-sophie-christensen/).
## The bigger picture: Danish ecommerce is in good shape
The conference is run by Dansk Erhverv, the Danish Chamber of Commerce. A week before the event, our CMO Rasmus Skjoldan sat down with [Carsten Rose Lundberg](https://www.linkedin.com/in/carstenroselundberg/), VP of Digital Commerce at Dansk Erhverv, for episode 9 of Hello Retail Conversations. His team runs E-handelskonferencen, the Danish ecommerce awards and a report built on answers from 14.000 Danish consumers.
Four points from that conversation:
- **Denmark leads Europe on online spend.** Danish online revenue [passed 100 billion kroner](https://www.danskerhverv.dk/presse-og-nyheder/nyheder/2026/september/hojeste-optimisme-i-5-ar-danske-netbutikker-lofter-omsatningen-og-troen-pa-fremtiden) in the first half of 2026 for the first time. The European E-commerce Report 2026 puts Denmark [top in Europe for online spend per person](https://www.danskerhverv.dk/presse-og-nyheder/nyheder/2026/september/e-handlen-vokser--men-europa-handler-forskelligt), at €4.456 a year.
- **Danes shop online for convenience first.** 34% said their last online purchase came down to convenience. Selection came second, and price third at 24%. In Carsten's words: "People do not purchase things online primarily because they think they can get it at the cheapest price."
- **Loyalty is earned by keeping your promise.** 74% said their last online purchase was from a store they had bought from before.
- **AI is already part of the journey.** 45% of Danes have used AI somewhere in their digital customer journey, up from 38% in June 2025. Carsten's point: AI is good at turning an intention into a product, but inspiration comes first, and that part is still the shop's job.
Which brings us back to the red stage. Inspiration is exactly what a good post-purchase email does, if it knows what the customer bought and when they'll need the next one.
Watch "Denmark is the EU's #1 ecommerce country. Here's why" with Carsten Rose Lundberg →
## Thank you
Thank you to Dansk Erhverv for a well-run day, to Anna Sophie for sharing the stage, and to everyone who stopped by the booth. If we didn't get to talk on Thursday, [book a demo](/en/demo/) and we'll pick it up from there.
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*This content is from the Hello Retail blog. For the full experience with images and formatting, visit [helloretail.com/en/blog/2026-10-13-hello-retail-at-e-handelskonferencen-2026](https://helloretail.com/en/blog/2026-10-13-hello-retail-at-e-handelskonferencen-2026)*