By PostNord - Courtesy of our partners at PostNord, today we want to share with all of you this engaging and insightful interview with Thomas Sjölin, Head of PostNord International.
1. Who are you and what is your role at PostNord?
I am Head of PostNord International, responsible for our global commercial expansion and for enabling international e-commerce flows into the Nordic region. My mandate is straightforward: strengthen PostNord’s position as the preferred e-commerce logistics partner in the Nordics by securing international volumes, simplifying cross-border delivery.
2. What is your long-term vision for PostNord International in the evolving cross-border e-commerce landscape?
Our long-term vision is to make PostNord International the undisputed gateway to the Nordic region.
E-commerce is becoming borderless, but retailers still struggle with complexity, compliance, customs, visibility, and customer expectations. We solve that by offering one Nordic solution, one entry point, and seamless integration into the most demanding last-mile region in Europe.
Five years from now, PostNord International will be recognized as:
In short: we lower the barriers to the Nordics so our customers can grow faster.
3. What trends are currently shaping the B2B logistics industry, and how do you see them affecting PostNord International’s business?
Three trends stand out:
1. The commoditization of logistics
Price sensitivity is increasing while switching costs are falling. Reliability, speed, visibility and ease of integration are now the “brilliant basics” customers demand.
For PostNord International this reinforces our focus on cost leadership, operational excellence and simple onboarding.
2. Technology as a competitive advantage
API-driven shipping, real-time data, predictive forecasting and digital customer experience are becoming decisive.
This is why we invest heavily in tech-led operations, seamless integrations and visibility across the entire E2E chain.
3. The rise of global marketplaces and indirect sales channels
Platforms like Temu, Shein, and fast-scaling SMEs demand logistics partners who can scale rapidly and offer multi-market coverage.
Our strategy reflects this with strong focus on indirect sales channels and “vacuum cleaning” SME demand through global consolidators.
These trends reward companies that are fast, digitally mature, and laser-focused on customer needs, exactly where we are positioning PNI.
4. What are the biggest challenges in cross-border logistics right now, and how is PostNord International tackling them?
1. Complexity in customs and compliance
International shippers struggle with Nordic VAT, customs, IOSS and different national requirements.
Our response: integrated customs solutions and a one-Nordic setup that removes friction.
2. Need for seamless digital integration
Retailers want zero-effort onboarding.
Our response: a fully API-based approach with one point of contact, one integration, and full transparency.
3. Increased competition from log-tech and last-mile specialists
These players innovate quickly.
Our response: match their agility while leveraging PostNord’s unique asset of being the largest and most trusted Nordic last-mile network.
4. Demand for cost-efficient, predictable delivery
Cross-border volatility creates operational challenges.
Our response: an asset-light model combined with Nordic scale and strong partners, giving us flexibility without compromising quality.
Our entire strategy is built around high commercial velocity, technology, and simplicity – all essential to solving today’s cross-border challenges.
5. What opportunities do you see in the Nordic market for e-tailers wanting to enter?
The Nordics is one of the world’s most attractive e-commerce regions:
Nordic shoppers value low prices, unique products, convenience, fast delivery, and trust.
E-commerce continues to outgrow physical retail, and 2026–2027 are expected to be strong growth years.
For international e-tailers this means:
The key is partnering with a logistics provider that understands the Nordics deeply, preferences, habits, delivery culture and expectations.
6. From which countries, worldwide, do Nordic households shop and why?
The biggest origins are:
1. China, driven by price and assortment
Temu, Shein and other Chinese platforms dominate due to unbeatable pricing and product variety.
2. Germany, strong in all Nordic countries
A combination of trust, reliability, payment options, and delivery choice makes Germany a top three origin for Sweden, Denmark and Finland.
3. USA, particularly strong in Norway
Norwegian shoppers often look to the US for products not available locally, reinforced by brand desirability and pricing.
Overall, Nordic consumers are curious, price-aware and digitally savvy, making them early adopters of global e-commerce.
7. What trends do you see shaping cross-border e-commerce in the Nordic region?
Cross-border e-commerce in the Nordics is growing steadily, with Amazon, Zalando and Temu as the top international marketplaces across all four countries. The share of consumers buying from abroad has risen from 74% to 78% year-on-year.
Three trends stand out:
1. Value and assortment
Nordic shoppers go cross-border for competitive prices and broader product ranges. Reliable logistics has made delivery faster and more predictable.
2. Trust and transparency
Clear delivery terms, transparent costs and strong ratings strongly influence conversion. Poor credibility is quickly punished.
3. Inspiration and experience
Price still matters most, but platforms that offer curated, inspiring online experiences are gaining traction. Consumers increasingly want discovery, not just transactions.
Personalization and customer service also matter more especially in Norway and Finland, creating room for differentiation beyond price.
In summary:
Any final words?
At PostNord International, our mission is simple: we make the Nordics easy. One partner, one integration, and a delivery experience that builds trust with every order. But beyond the logistics, what truly matters is enabling growth, helping global retailers connect with Nordic consumers in a way that feels effortless and reliable.
We’re proud to play that role. And we’re even more excited about what’s ahead. The Nordics remain one of the most dynamic e-commerce regions in the world, and together with our customers, we’re here to unlock that opportunity.
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