Mats&Axel online hub

nShift's e-commerce experts unlock the secrets of success in e-commerce

Welcome to the Mats&Axel e‑commerce channel

Mats Fischerström and Axel Lindgren work under the name Mats&Axel as e-commerce evangelists at nShift.

They use their shared experiences from e-commerce logistics, technology and business development to help e-retailers, carriers and other industry players with customer journey and delivery experience.

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Mats Fischerström   linkedin-color


Axel Lindgren   linkedin-color

Mats&Axel videos

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HE Fitness part 3: Running the extra mile for your customers

Mats&Axel conclude their HE Fitness feature and talk to Fredrik&Charlan about how they use social media to boost their sales and why they think it is so important to do whatever it takes to solve any problem their customers might face

HE Fitness part 2: Special delivery

Mats&Axel get to ride with HE Fitness founders Fredrik&Charlan on a delivery route in Stockholm where a treadmill and a gym floor is delivered to two very happy customers!

HE Fitness part 1: Not your average run-of-the-(tread)mill fitness store

Mats&Axel meet up with Fredrik&Charlan Söderström, founders and owners of HE Fitness to talk about how they started, what it is like working with your brother and how their e-commerce journey has been so far.

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Mats&Axel visit Jula part 3: How Jula manages to make money even in a recession.

In this third and final episode, Mats&Axel concludes the talk with Margareta Boström with a discussion on how Jula manages to stay successful regardless of the underlying economic climate. And Axel gets to do some shopping!

Mats&Axel visit Jula part 2: How do you recreate your store feeling online?

In this second episode of three, Mats&Axel talk to Margareta Boström about the main differences between shopping in a physical store and shopping online, and how Jula has tried to create the Jula feeling also on the web.

Mats&Axel visit Jula part 1: Jula the Swedish DIY phenomenon!

In this first episode of three, Mats&Axel meet Margareta Boström, Jula’s consumer behavior expert and a well-known retail profile. Margareta talks about Jula’s continuing success story and the role physical stores play in e-commerce.

Talking 'bout my generation: A Mats & Axel Show live in Oslo 2023

In October of 2023, Mats&Axel invited guests Ida Sølvskudt and Sandra Bourbon from Bring Shelfless to join them on their latest instalment of the Mats&Axel Show. In this live recording from Oslo Spektrum Arena Mats&Axel together with Ida&Sandra discuss the shopping behaviours of generations X and Y and why merchants should not forget about the parents when they try to attract Gen Z shoppers

Mats & Axel "Live in London 2023"

In this live recording from E-Commerce Expo in London ExCeL, Mats & Axel together with their guest Dr John Karsberg of Workshop The Consumer Agency look at the psychological mechanisms that control our shopping behaviour and how merchants can use these insights to better connect with their customers

A talk with Josh Halpern of Shopline

Mats&Axel talk to Josh Halpern, GM North America for e-commerce platform Shopline, and talk about the latest developments within Asian e-commerce and delivery

A talk with GELF founders Kent & Jim

Mats&Axel meet up with the Kent Allen and Jim Okamura, co-founders of the Global E-Commerce Leadership forum to talk about their views on GELF New York 2023 and what their plans are to make an even better event in 2024

Mats&Axel live at Postnord Retail Day

In this video recorded live at Postnord Retail Day 2023, nShift e-commerce evangelists Mats & Axel talk about how innovation emerges and of the importance of not just being innovative but also constantly adapt to changing market demands

Untangling the secrets of selling to Europe

Nordic Partner Day - Emelie Johansson

Nordic Partner Day - Per Holknekt

Nordic Partner Day - Johan Hellman

Nordic Partner Day - John Ekman

Nordic Partner Day - Jonas Arnberg

Nordic Partner Day - Margareta Bostrom

Nordic Partner Day - Mattias Gredenhag

Nordic Partner Day - Ola Toresten

Nordic Partner Day - Kristian Thomasson

Nordic Partner Day - Sandra Bourbon

Postnord, sustainability and all that Naz, part 3

Mats & Axel visit Postnord’s largest sorting facility and together with Sustainability Manager Naznoush Habashian investigate how Postnord is working with sustainability in real life.

Postnord, sustainability and all that Naz, part 1

Mats & Axel meet with Sustainability Manager Naznoush Habashian of Sweden’s largest logistics company Postnord and discuss the three pillars of sustainability.

Postnord, sustainability and all that Naz, part 2

Mats & Axel continue their conversation with Sustainability Manager Naznoush Habashian of Sweden’s largest logistics company Postnord, and ask why it is taking so long to go fully electric.

nShift Nordic Partner Day 2023 recap

On the 7th September 2023, nShift gathered partners in the Nordics for a great day of networking and motivating presentations. Get a recap of the day here.

A quick chat with Beth Chapman of Starlinks Global

Mats bumps into Beth Chapman, MD of Starlinks Global during Deliver in Amsterdam, and talk about how Starlinks Global can help merchants with cross-border shipping

Returns of the Jedi
@D-Congress 2020

Mats&Axel evaluate predict what the future should be when it comes to delivery and returns

No empty trucks

Mats&Axel meet Manfred from logtech startup Truckbeat, discover a half-empty truck and discuss how to improve utilization of trucks and drivers

Deliver 2023 Recap Part 1

Automate everything!? In this first recap episode from Deliver 2023 Mats&Axel talk everything automation with a bunch of interesting people

Deliver 2023 Recap Part 2

Mats&Axel interview a lot of Deliver participants to find out what sustainability really means and how to influence consumers to make the right choices

Deliver 2023 Recap Part 3

In this third and final recap episode from Deliver 2023 Mats&Axel wrap up Deliver and ask a lot of questions about returns. And get a lot of great answers!

Part 3: Is it about omni?

The epic mini series reaches its conclusion in part 3 when Mats&Axel talk to Jonas Kolehmainen, CEO of Postnord TPL about the do's and don'ts when it comes to omni-channel commerce.

Part 2: Automation is key

In part 2, Mats&Axel talk to Jonas Kolehmainen, CEO of Postnord TPL about the various types of automation within a warehouse and why 3PL is a good way for a merchant to implement automation

Part 1: Logistics is complex

In part 1, Mats&Axel meet Jonas Kolehmainen, CEO of Postnord TPL to try to find out when it makes sense for a merchant to outsource logistics to a 3PL company

Live at Oslo Spektrum

In this recording from NXT Nordic Oslo Norway 2022, Mats&Axel, together with their guests Marte Knutsen from Instabox/Porterbuddy and Ana Kuvås from Vipps investigate how the recession will affect consumer behaviour and how merchants can adapt.

What is the market for MQ? Part 2

Mats&Axel go with MQ’s Mattias Liljenberg to one of their stores and talk everything omnichannel

What is the market for MQ? Part 1

Mats&Axel meet MQ Market Head of E-Com, Logistics and IT Mattias Liljenberg and get a tour of their warehouse

How to label sustainable delivery options

Panel discussion on the new Swedish standards for labelling sustainable delivery options in a checkout. Mats Fischerström and other guests discuss what the new standards mean for e-commerce. Moderated by sustainability consultant Mårten Sjölin

A bike is not just a bike

Mats&Axel fail to buy a bike at Sportson but learn a valuable lesson about Product Information Management from Joakim Gavelin from InRiver.

Shelfless is more part 2

Mats&Axel continue their tour of Bring Shelfless in Norway and find some things you typically do not find in a fulfilment center.

Shelfless is more part 1

Mats&Axel travel to Norway to explore the inner workings of the Bring Shelfless fulfilment concept.

DHL Express from the inside part 2

E-com manager Dan Crewe at DHL Express shows Mats & Axel the inner workings of their sorting facility.

DHL Express from the inside part 1

E-com manager Dan Crewe at DHL Express shows Mats & Axel the inner workings of their sorting facility.

Lindex visit

Mats&Axel meet Susanne Ehnbåge, CEO of lingerie giant Lindex and discuss sustainability, Black Friday and other things

Cervera visit (Part 1)

Mats&Axel visit the warehouse of Cervera in Sweden

Cervera visit (Part 2)

Mats&Axel visit the shop of Cervera in Sweden

How to optimize your conversions

Mats&Axel learn all about conversion from industry guru John Ekman

Talkshow @ D-Congress 2022

Mats&Axel take over D-Congress with their first ever Talkshow

A talk with Peter Iwers

Mats&Axel talk heavy metal with Peter Iwers (ex-In Flames)

How to make deliveries more sustainable

Mats&Axel discuss how the delivery industry can move towards making sustainable deliveries the norm with Josephine Darlington, Project Manager at Aster

Star Republic visit

Mats&Axel visit Bengt Wessborg at Star Republic / SQLI and discover the workings behind their successful brand, while also testing their rock knowledge!

Garbo&Friends visit

Mats&Axel kick off 2022 by visiting Emmelie Johansson, CEO of Garbo&Friends and learn about their way of doing business and selling to over 50 countries!

D-Congress 2021 in review

Curious about Mats&Axel learned at the 2021 edition and what are the 5 trends they find most interesting?

D-Congress 2021 - DHL interview

Mats&Axel meet Simon Wisbrant from DHL at D-Congress in Gothenburg 2021

D-Congress 2021 - Apotea interview

Mats&Axel meet Pär Svärdson from Apotea at D-Congress in Gothenburg 2021

D-Congress 2021 - Postnord interview

Mats&Axel meet Arne Andersson and Peter Hesslin from Postnord at D-Congress in Gothenburg 2021

D-Congress 2021 -
Early Bird interview

Mats&Axel meet Mona Zuko from Bring and Pelle Lönn from Early Bird at D-Congress in Gothenburg 2021

D-Congress 2021 - Citymail interview

Mats&Axel meet Einar Wahlbom and Joakim Hahne from Citymail at D-Congress in Gothenburg 2021

D-Congress 2021 - Dagens Logistik interview

Mats&Axel meet Klara Eriksson from the newspaper Dagens Logistik at D-Congress in Gothenburg 2021

D-Congress 2021 - Ehandelstrender

Mats&Axel meet Urban Lindstedt from the podcast Ehandelstrender at D-Congress in Gothenburg 2021

D-Congress 2021 -
DB Schenker interview

Mats&Axel meet Hanna Svebring from DB Schenker at D-Congress in Gothenburg 2021

Apotea visit (Part 1)

Mats&Axel get a tour of the warehouse of Apotea in Sweden from CEO Pär Svärdsson

Apotea visit (Part 2)

Mats&Axel continue their tour of the warehouse of Apotea in Sweden

Summary of the home delivery trilogy

It's time to sum up the last few visits to Snusbolaget, Early Bird and Bring.

The home delivery trilogy, part 2: Early Bird

An interview with Pelle Lönn, CEO - MTD/Early Bird. An interesting discussion about Last Mile/home deliveries and what it takes to make the customers happy.

The home delivery trilogy, part 1: Bring

An interesting interview with Tobias Åbonde, Nordic Director Home Delivery – Bring

A talk with Arne Anderson

An interesting interview with Sweden’s own e-commerce guru, Arne Andersson.

Retail apocalypse part 3: Instabox

Find out if Mats receives his KitchenTime product in time with Instabox

Retail apocalypse part 2: KitchenTime

Mats&Axel visit KitchenTime to see how a pure player has succeeded in e-commerce delivery

Retail apocalypse part 1: The mall

Mats&Axel investigate why shopping malls are becoming more and more deserted

The home delivery trilogy, part 3: Snusbolaget

An interesting discussion with Jenny Mitts, head of global distribution and 3PL at Snusbolaget, about what home delivery solutions they offer their customers.

On-demand webinars

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Checkout - How do you maximize your conversion?

nShift your checkout into high gear - the best 'tips & tricks' from Mats&Axel. How many carriers should I have in my checkout? Which ones? And why? In which order? And what are you going to charge? Do I have to have the latest last-mile service or is standard shipping 3-5 days enough?

10 Tips on how to succeed with delivery

Get delivery right with your Scandinavian customers. This webinar is a must-see for all retailers who are already doing business in Scandinavia or looking to expand their business to this region to get to know your customers and stay on top of consumer demands and market trends.

Maximize conversions with nShift Checkout

No one likes an abandoned cart. But often putting in the effort and research to see the reason behind it it’s not top priority. We have seen customer experience overtaking price and product as a key brand differentiator. Let’s see how you can use this as a golden opportunity to shine and stand out.