Three Quick Questions with Rikard Andersson Wennertorp, CCO at Norce

1. For those who might not be familiar with Norce yet, could you introduce yourself and tell us a bit about the company?

Norce is a Nordic SaaS company focused on digital commerce. Our platform, Norce Commerce, is built to support companies with large assortments, complex product structures, advanced pricing, and demanding B2B requirements. Many of our customers operate internationally and need a commerce platform that can handle both scale and complexity.

In our world, complexity is often seen as a problem to simplify away. We tend to look at it differently. If you have the right technology in place, complexity can actually become a competitive advantage. This can mean advanced pricing models, large product structures, multiple markets, or complex B2B customer relationships.

As for me, I’m the Chief Commercial Officer at Norce, responsible for our commercial strategy across sales, marketing, customer success, and partnerships. A large part of my role is working closely with our partner ecosystem, since partners like Crasman play a critical role in bringing Norce to market and helping customers realize the full value of the platform.

2. Why did Norce choose Crasman as a strategic partner?

When we look for partners, we are not just looking for agencies that can implement technology. We are looking for partners that truly understand commerce, that think long-term with their customers, and that have the capability to drive complex digital transformation projects.

Crasman stood out because of their strong position in the Finnish market, their deep understanding of B2B commerce, and their ability to combine strategy, design, and technology in one offering.

For Norce, partnerships are about building ecosystems. The best customer outcomes happen when a strong platform meets a partner that can translate business needs into great digital solutions. Crasman has exactly that capability, which makes them a very natural strategic partner for us.

3. What do you see as the most exciting trend in digital commerce right now?

It may sound a bit predictable to say AI, but honestly it’s hard to ignore what is happening right now. The pace of development is remarkable. What makes it especially interesting to us is that we are already seeing solid practical use cases emerge across the Norce platform.

While many companies are still talking about AI initiatives, several of our customers are already building real experiences using our AI capabilities, including our MCP infrastructure and agent SDKs. For those less familiar with the technical details: 

MCP is an emerging standard that allows AI agents to interact with software systems in a controlled way. Think of it as giving an AI agent a set of keys to specific rooms in a building, rather than handing over the master key. The agent can look up products, check prices, and work with shopping baskets, but it does so within the rules and guardrails that the commerce platform enforces.

The open-source SDK goes a step further, providing reusable building blocks for teams that want to create agent-based commerce experiences on their own storefronts and workflows. That ranges from assistant-driven product discovery to new ways of configuring complex products and guiding customers through large assortments.

This is where the idea of agentic commerce starts to become real. Instead of users navigating catalogs on their own, AI can actively help interpret intent, recommend solutions, and reduce the distance between discovery and purchase.

For companies with complex assortments or configurable products, this has the potential to fundamentally change how people interact with digital commerce.

Want to hear more about Norce? Let's talk!