R3's Joakim Eriksson on building brand-centric commerce with Geins

For those who may not be familiar with R3 – can you give us a brief introduction?

R3 is a Swedish agency with its roots in branding and advertising – but today, we work just as much with tech and digital solutions. We’re a team of 20+ specialists in strategy, design, development, and e-commerce. Over the years, we’ve helped 100+ companies build stronger digital experiences where commerce plays a key role. At the core, our work is about creating real value for our clients’ customers.

With your roots in branding and advertising, what made you decide to partner with Geins?

Geins is a great fit for us because it offers both us and our clients a lot of flexibility. We love solutions that are built to adapt – where creativity and technology can work together, not against each other. With Geins, we can build fast, flexible commerce experiences that are technically solid and brand-aligned. That matches our way of working: strong branding + smart tech = better customer experiences.

Many brands struggle to bridge the gap between strong branding and high-performing e-commerce. What are the key challenges in creating a seamless synergy between the two?

Many brands feel like they have to choose between looking good and performing well. But it doesn’t have to be a trade-off. The real challenge is often team collaboration – getting creative and tech to speak the same language. That’s where we come in. We align the customer journey from first impression to checkout and ensure the brand tone and value carry through. It’s all about creating experiences that convert without losing the soul of the brand.

Looking at the current e-commerce landscape, what do you see as the biggest technical and strategic challenges for brands?

Flexibility. Too many companies are stuck in platforms that don’t grow with their needs. Technology should support the business – not slow it down. Complexity is also growing with more systems, more channels, and higher expectations. We believe modular, API-driven platforms like Geins are the answer. They let us build around the customer, not around the tech. And they give brands room to evolve.

With your background in advertising, how does R3’s approach to e-commerce differ from more traditional tech-driven agencies?

We don’t start with the platform – we start with the people. What do your customers need? How do they behave? What makes them buy, stay, return? Our branding and communications background gives us a different lens. Design and UX aren’t just about looking good – they’re about reinforcing the brand and making the experience feel right. Paired with solid technical execution, this creates commerce experiences that connect emotionally and perform commercially.

E-commerce is evolving rapidly, with AI, headless and omnichannel experiences reshaping the industry. What do you think brands need to prioritize to stay ahead?

Listen to your customers, and be ready to adapt. Trends will come and go, but understanding your users and being able to move quickly is key. Tech should be a tool to enable that – not get in the way. Data, flexibility, and having the right partners are what will set brands apart in the next wave of e-commerce.

If you could describe your ideal client, what would they look like?

Our ideal client is curious, open, and in it for the long run. They might be a growing brand looking to level up or a well-established company ready to refresh their digital presence. What matters most is mindset. We love working with clients who see us as a partner – not just a supplier. When we collaborate closely and build relationships, that’s when the real magic happens.

Finally, for businesses looking to revamp their e-commerce experience, what key advice would you give?

Think holistically. Tech, branding, and business goals need to align. Choose a platform that gives you freedom to grow and evolve. And choose partners who understand both the technical and emotional sides of commerce. Launch is only the beginning – long-term success comes from ongoing learning, iteration, and commitment to the full customer journey.