Skip to content
Registration
In the event Efekti 2026

Efekti 2026

Efekti 2026 – Accessibility in Digital Commerce

Time: March 12, 9:00 AM — 4:00 PM

Location: Innovation Stage

In digital commerce, competition is increasingly decided by how smoothly and accessibly customers can purchase and use digital services. Accessibility directly impacts customer experience, conversion rates, customer loyalty, and brand image. It is both a legal obligation and, above all, a significant competitive advantage.

These themes will be explored at Efekti 2026 on March 12, 2026, at Helsinki Expo and Convention Centre as part of the Click Commerce event. In this seminar, digital commerce operators and experts dive into accessibility through concrete examples and practical solutions. The patron of Finland’s AccessibleEU events is Suzanne Innes-Stubb, Spouse of the President of the Republic of Finland. The event is organized in extensive cooperation with key industry players.

Participation is free of charge. View the program and register via the link below.

Partners include: Digital Commerce Finland, Finnish Commerce Federation, Fashion and Specialty Retail Federation, Qvik, Columbia Road, Finnish Federation of the Visually Impaired, Stockmann, Vibae, Solwe, and Gofore.

Note: Efekti requires a separate registration. Program an the registration is in finnish.

Please register via Avaava’s registration page:

Register here

Program

Morning: Digital Product Trade and Accessibility

9:00–9:30 Opening and Welcome | Avaava

  • Accessibility in Digital Commerce – Finland and Europe
  • Introduction to Efekti 2026 and goals for the day
  • Why accessibility is now a matter of competitiveness and growth

9:30–9:50 The Accessibility Act in Digital Commerce – From Web to Products | Traficom

  • What the Accessibility Act means for online stores in practice
  • Supervision, responsibilities, and timelines
  • What companies should do right now

9:50–10:40 Accessibility Arena: Case Examples from Digital Product Trade (10 min / company)

  • Accessibility Management within a Company, Columbia Road
  • Accessibility in E-commerce Development on the Shopify Platform, Case: Vibae, Hannu Salminen
  • Accessibility and Customer Experience: Lessons and Observations, Podcast intro, Smilestone Oy

10:40–11:00 On-Stage Sparring for Retailers | Facilitator: Mirva Sandström, Digital Commerce Finland

  • Which accessibility challenges are most prominent in digital commerce right now?
  • Immediate actions for companies
  • Discussion between end-users and retailers

11:00–13:00 Efekti 2026 – Lounge A guided meeting point located next to the stage:

  • Accessibility Clinic – Experts meet visitors and creators
  • Discussion Lounge – For end-users, companies, and developers
  • Networking and Sparring – Concrete questions about everyday projects
  • Podcast Interviews – Matti Vahtera

Afternoon: Digital Solutions for Services and Accessibility

15:50–16:00 Closing of the Day – Thank you to speakers, partners, and participants.

13:00–13:10 Afternoon Opening

  • How does accessibility in service commerce differ from product sales?
  • User journeys, authentication, onboarding, and continuous services

13:10–13:30 Accessibility in Grocery and Retail Digital Services – From leadership support to practical execution | Jenny Nyman, Head of Design Ops and Competence, S Group

13:30–13:50 Accessibility Work as Part of Customer Experience Development | TBA

13:50–14:10 The Curb Cut Effect: How Making Your Content Accessible Improves Search Engine Ranking and Conversions | Matt Allen, Senior UX Accessibility Program Manager, Google

  • How accessibility concretely improves SEO, discoverability, and sales promotion.

14:10–14:20 Break

14:20–15:20 Accessibility Arena: Digital Solutions for Service

  • Accessibility Development at Stockmann, Heini Hakulinen, eCommerce Development Lead, Stockmann Plc.
  • From Collaboration to Accessible Customer Experience: An Agile Design and Development Model at Säästöpankki Mobile, Roosa Kotilainen and Aija Malmioja, Qvik Oy
  • Integrating Accessibility into Daily Work: Resulting in Higher Quality Service, Case: Job Market Finland, Daniel Koskinen, Senior Accessibility Specialist, Gofore Plc.

15:20–15:50 Joint Discussion and Audience Participation

  • What is the most important next step for accessibility in digital commerce?
  • What can companies do immediately?

15:50–16:00 Closing of the Day – Thank you to speakers, partners, and participants.