Blending tech, branding, and fashion – Future success factors in E-commerce with Marina Milojkovic

Hi Marina Milojkovic, Senior Partner and VP of UK & Business Development. Could you please tell us a bit about yourself and your background? You studied Art History, but how did your interest in e-commerce for fashion and lifestyle brands develop?

You're right—I studied Art History, but I also completed a term at Parsons New York, focusing on fashion branding. I’ve always been interested in technology and, to be honest, I’ve always loved the internet. So, being able to combine tech, branding, and fashion today is fantastic! E-commerce is constantly evolving, and that’s what drew me to it. I love how it never stands still; it’s always about finding ways to improve and embracing the future without fear.

As an e-commerce advisor to brands like Djerf Avenue, Björn Borg, NN07, and Maria Black, what do you typically help with? What topics do you usually cover?

It can range from tech solutions to product and market strategy or brand development. For example, a brand might be launching a new segment, and I’d help them approach that from an e-commerce perspective, perhaps by mapping the customer journey or addressing design considerations. I often evaluate systems—whether a brand needs to switch their CRM or explore a new tool in the market. Market strategy and growth are also key areas where I support our brands.

Over the past two years, you’ve led large pre-study projects and discovery sprints. Why do you think these are a great way to start a re-platforming or major change, and how do you approach it?

There are so many tools and systems out there, and it’s nearly impossible to dive in without a proper analysis first. Re-platforming is not just about choosing new technology; it’s about changing how the organisation works. The first step is always to listen to the organisation—what's working, what isn’t, and what they aspire to achieve. How can we make their work more efficient and help them reach the next level? From there, we develop requirements that inform our analysis. We map these requirements to systems, develop a market strategy and product structure, and assess the digital adaptation of the brand. The preliminary study gives us a deep understanding and sets the stage for the project, which can often begin immediately after delivery of the findings. It’s crucial to secure the future with this process—no one wants to re-platform every other year, and I think more brands need to prioritise requirements and roadmapping.

While you work closely with clients, you’re also involved in company management. What key areas will you focus on in 2024? What other strategic initiatives are taking up your time?

Right now, we’re optimising our internal structure. We’ve always been organised into teams or tribes, but we’re reinforcing this with clear business areas to ensure we stay proactive with our clients. 2024 is about laying the foundation for scaling and achieving our ambitions as a company. Even though we’ve been around for over ten years, I sometimes feel like we’re just getting started. We've moved from being a startup to a scale-up, which brings new challenges but also many opportunities. A major focus this year is on ensuring that all of our e-commerce experts, from developers to designers, are equipped with the latest insights and deep industry knowledge. We're also pushing our focus on e-commerce design, which is taking up a lot of time and resources.

You’re responsible for Grebban’s international expansion, particularly in Copenhagen and London. What’s in store for Grebban in these markets in 2024?

We’re already working with some fantastic brands, with launches set for this autumn, and there are some exciting conversations happening as well. London, in particular, feels incredibly energised right now. There’s a sense of optimism and curiosity, and people and brands are eager to evolve, which is very inspiring. We’re also focused on partnerships in these markets, with Vervaunt being a personal favourite. They have a fantastic combination of deep knowledge in e-commerce and a fun, engaging approach—something I think is often underestimated.

While we’re an e-commerce agency that covers development, strategy, and design, we’re particularly pushing our design and branding offering in these markets. There’s so much potential for brands to elevate their e-commerce experience, and we’re passionate about helping them create the next flagship store online. I truly believe that the e-commerce site should be the brand’s flagship store, with all other channels following its lead. It’s much easier to test and iterate online, and that’s why we advocate for a ‘digital-first’ approach.

You often help clients choose third-party services for their e-commerce needs. Which third-party services inspire you now, and who are the innovators you think more e-commerce companies should know about?

One to watch is Depict. They’re very fashion and brand-focused, which I love, and they’re developing at a rapid pace. What sets them apart is their ability to anticipate client needs before even the clients realise them. Their customer-centric approach, combined with a strong understanding of both the end customer and the organisation, makes them invaluable. The tool itself is intuitive and complements e-commerce platforms with search, recommendations, and merchandising capabilities.

What do you find most interesting in e-commerce in 2024/2025? What trends or shifts are you currently thinking about?

I’m thinking a lot about how brands can retain their customers. Attracting new customers is becoming more expensive and challenging, so it’s crucial for brands to focus on keeping their most loyal customers. Whether through a traditional loyalty programme or another service, brands need to find a unique approach that aligns with their values and drives growth. We also need to focus on creating an omnichannel experience that connects physical stores with e-commerce and other brand touchpoints. Retail is making a comeback, with brands returning to beautiful stores in prime locations, but it’s all about integrating the in-person experience with the digital one.

Of course, AI will play a big role. From an organisational standpoint, it can optimise workflows and allow teams to focus more on branding, content, and creativity. From an e-commerce perspective, AI will be key for personalising customer journeys, particularly for brands with large catalogues, and for enhancing search experiences.

Other areas that will be critical are sustainability and inclusivity. These could become dealbreakers for customers, and every brand should be thinking about how to incorporate them into their roadmaps. Finally, I believe brands should transition to an e-commerce-first approach, where the online experience is their flagship store. We need to prioritise e-commerce design much more than we have in the past.

Which brands have done something spectacular or exciting lately?

I have to mention our client, Djerf Avenue. Their commitment to inclusivity is impressive, as is how they maintain such a close connection to their community. They’ve recently launched a beauty segment, beautifully presented on their existing e-commerce platform. I’m also a fan of ‘Angels Avenue’, where their community can chat, upload content, and engage in true social commerce.

From a brand perspective, I think Dries van Noten, Aesop and Aimé Leon Dore are doing everything right. They create a feeling—whether you’re looking at their content, visiting their store, or wearing their products, it’s a complete experience. Another stand-out is the Aesop spa in London—it was probably my best experience of 2024. Savette and The Row are two other brands that have evolved beautifully and are carving out unique spaces in a crowded fashion market. We don’t need more new brands, but these five are here to stay.

I also want to mention COS who I believe is moving in a perfect direction right now, somewhere between affordable but still focusing on craftsmanship and quality. There’s a gap there and COS is filling it with their amazing cashmere and tailored pieces and I believe the brand is offering classics with a fresh take as well as their focus on seasonless, timeless pieces you can keep for a long time and not only looking at trends.