At Breakit’s E-Com Day 2025, one of Sweden’s premier gatherings for digital commerce leaders, our CEO Matthias Stadelmeyer took the stage for a candid conversation with Björn Påhlman Spenger. In a packed Bio Skandia auditorium, they explored how risk management has evolved from a back-office function into a strategic growth lever - and why marketing diversification is now essential for survival in today’s volatile digital landscape.
From Fragile Funnels to Resilient Ecosystems
Björn: Risk management can mean many things - supply chains, cash flow, marketing. How do you see its role for retail and e-commerce companies in 2025?
Matthias: Risk management has moved from an operational topic to a strategic one.
Of course, inventory and cash-flow forecasting still matter, but today the big shifts are digital. AI developments, changing consumer habits and volatile advertising platforms can reshape a company’s revenue base almost overnight. That’s why marketing diversification is now a board-level priority, not just a marketing tactic.
Björn: In the past five to ten years, where have e-commerce companies been weak in this area?
Matthias: Many relied too heavily on Meta and Google because those channels were easy to scale. But cookie deprecation, rising costs and sudden algorithm changes exposed how fragile that strategy was. When a single platform tweak can cut your reach dramatically, you realize you control very few of your own traffic levers.
Why Diversification Drives Growth
Björn: Why will the winners of tomorrow avoid depending on just a few traffic sources?
Matthias: Because resilience equals growth. A diversified channel mix isn’t only insurance against shocks; it gives you freedom to invest and expand confidently. Investors and boards now look at channel diversity the same way they look at diversified revenue streams or supply chains.
Björn: How does marketing channel diversification open doors to new markets and revenue streams?
Matthias: Every additional channel adds a new customer touchpoint and data source.
Affiliate and partner marketing are particularly powerful because brands can test new geographies or audience segments with low upfront cost. Diversification isn’t just defensive - it’s often the fastest way to expand.
Björn: Affiliate marketing used to have a mixed reputation. How has it evolved?
Matthias: It has matured tremendously. What once was seen as a niche performance tool is now a mainstream growth channel. Transparency, better technology and a more professional publisher ecosystem have changed perceptions. Today, large brands view partner marketing as a core sales engine, not a side project.
Looking Ahead: AI, Automation and Global Scale
Björn: Looking ahead, how do you see affiliate marketing evolving over the next decade?
Matthias: The future is AI and automation. We’ll see real-time optimization, predictive analytics and seamless integrations that dramatically reduce manual work.
And the scope will keep broadening - from traditional publishers to influencers, apps and AI-driven recommendation engines.
Björn: Tradedoubler has moved into app and influencer marketing. How has that strengthened client results?
Matthias: Meeting consumers where they spend their time is key. Our Metapic platform connects brands with authentic influencer content, while Appiness drives high-quality mobile installs and conversions. These solutions give clients incremental, diversified growth far beyond traditional affiliate models.
Björn: Finally, if you could give one piece of advice to founders and C-level leaders in e-commerce today, what would it be?
Matthias: Build flexibility into everything. Diversify revenue channels early - even when it feels optional - and invest in technology and partnerships that scale globally without heavy fixed costs. Risk management isn’t about avoiding risk; it’s about creating the freedom to grow sustainably.
It was an honor to be part of E-Com Day. A heartfelt thank you to Björn Påhlman Spenger for a fantastic conversation and to the Breakit team for organizing such an impactful event!
If you would like to explore how Tradedoubler can help you diversify your traffic sources, build thriving partnerships, and sustainably grow your brand, feel free to reach out via our contact form – we’re always happy to connect with you!