“Technical solutions are enablers, not the goal”: 10 lessons from Sebastian Bomm, Director Experience at Rose Bikes
Discover 10 valuable e-commerce lessons from Sebastian Bomm, Director Experience at Rose Bikes, as he shares his insights on the future of online retail to mark the 10th anniversary of the E-commerce Berlin Expo. [EXCLUSIVE INTERVIEW SERIES]
The E-commerce Berlin Expo celebrated its 10th anniversary in 2026. To mark this milestone, we interviewed some of the world’s most influential leaders about the future of online retail, asking them to share their 10 valuable lessons in e-commerce. Their insights were featured in our special album, showcasing the most powerful voices in online retail, which we decided to share with you on E-commerce Germany News.
This time, we’re featuring an exclusive interview with Sebastian Bomm, Director Experience at Rose Bikes. See what e-commerce lessons he shared with us below!
GET FUNDAMENTALS RIGHT
What first drew you to this industry?
SEBASTIAN: My initial motivation to work in the digital and e-commerce industry was my curiosity about how people actually experience products and make decisions. Through my work as a digital entrepreneur and agency co-founder, I spent years building and optimizing customer experiences for various industries. I was fascinated by how good design, supported by data, can turn complex processes into intuitive and human experiences. Early on, working in UX taught me that digital touchpoints shape the entire buying journey, from the first interaction with a brand to the final decision. I also learned that numbers only tell part of the story, which is why human-centered experience has always been my starting point.
Which early failure taught you something that still guides you today?
SEBASTIAN: One early failure that still guides me today was focusing too much on details instead of getting the fundamentals right. I spent a lot of time optimizing small things while the big decisions were still unclear, which created effort without real impact. That experience taught me to work “before the comma”: first define direction, priorities, and assumptions, then refine execution. When the fundamentals are right, everything else becomes easier to improve. This principle still shapes how I make decisions today.
Time and energy are limited resources and should not be wasted on overcomplicated processes or personal agendas.
When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?
SEBASTIAN: Over the past decade, and especially since COVID, digital transformation has often been reduced to tools, systems, and quick fixes. I’m glad we are slowly moving away from the belief that adding the next feature automatically creates impact. What I miss is a more honest focus on real customer needs instead of internal agendas or sales narratives. Transformation didn’t start a few years ago and won’t end anytime soon. It’s a continuous process of becoming more empathetic and relevant to customers. Behind every screen are real people, and our strategies should reflect that.
E-COMMERCE HAS TO LIVE IN THE ORGANIZATION’S DNA
What is the single most important business lesson you have learned throughout your career?
SEBASTIAN: The biggest lesson is that real impact starts with the organization itself and the people in it. Structure, culture, and clarity determine whether people’s passion turns into value for customers. Empowered teams that act independently within a clear strategy move much faster than organizations stuck in endless coordination. Time and energy are limited resources and should not be wasted on overcomplicated processes or personal agendas. At Rose, we call this the Experience Org: we learned that it’s not enough to experiment only on customer value – we also need to experiment within our organizational structures and keep both fully aligned. When teams are aligned and trusted, meaningful results follow naturally.
How would you define success in e-commerce today, and how has your view of it changed over time?
SEBASTIAN: Today, I define success in e-commerce by the speed at which an organization learns, adapts, and continuously reinvents itself. Whether online or in physical retail, this ability to renew is what creates lasting relevance and resilience. Earlier in my career, I was frustrated when strong ideas failed to reach impact. At Rose, I learned that when learning loops are short, insight can turn into action before momentum is lost. E-commerce can’t be a function or a department anymore. It has to live in the organization’s DNA, so renewal, experimentation, and progress never stop.
Technical solutions are enablers, not the goal. Real opportunity lies in using them to serve people meaningfully and consistently.
What do you see as the biggest opportunity in e-commerce today?
SEBASTIAN: The biggest opportunity is still deeply understanding customer needs. Technologies like AI and data are powerful, but they only create value if the underlying customer benefit is clear. Without that clarity, even the best tools remain inefficient. Technical solutions are enablers, not the goal. Real opportunity lies in using them to serve people meaningfully and consistently.
What’s the most counterintuitive or unconventional thing your company does today that actually works?
SEBASTIAN: One unconventional approach is that our UX designers also design our physical retail stores. The same customers interact with us online and offline, and the same experience principles apply in both worlds. Customers don’t think in channels; they move seamlessly between them. By having the same people responsible for digital and physical experiences, we ensure consistency across the entire journey. For us, it doesn’t matter where the purchase decision is made.
RAPID CHANGE IS AHEAD OF US
What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?
SEBASTIAN: I refuse to see customers as data points instead of real people. That’s why the Rose Circle is a core part of how we work, not a marketing add-on. Through our Rose Circle Community program, we organize rides and shared experiences in over 20 cities across Germany, Switzerland, Austria, and the Netherlands, bringing more than 5,000 people on the bike between May and December alone. Our teams ride alongside participants, experiencing the journey with them rather than observing from dashboards or labs. Especially our Newcomer Rides show how powerful this is, as they reveal real barriers, emotions, and momentum in the customer journey. These shared moments create empathy, trust, and the most honest insights we have. This human connection consistently shapes our strategic decisions.
Looking ahead, what will define the next decade of e-commerce, and how does thinking about the future make you feel – optimistic, excited, concerned, or something else?
SEBASTIAN: The next decade will be defined by volatility and rapid change. Markets can shift quickly, as we’ve seen in the cycling industry from boom to oversupply within a short time. What makes me optimistic is that adaptability can turn uncertainty into an advantage. At Rose, we learned to react early, stay focused, and pursue long-term strategies even in unstable markets. That experience makes me confident and motivated about what lies ahead.
If you could leave a message for future e-commerce leaders, what would it be?
SEBASTIAN: If you could leave a message for future e-commerce leaders, what would it be?
Skip the e-commerce buzzword talk and invest that time in your customers and your organization instead.
SEBASTIAN’S BIO
Sebastian Bomm is Director Experience at Rose Bikes and Managing Director of Rose Digital, a wholly owned subsidiary of the direct-to-consumer bike brand. In these roles, he is responsible for shaping end-to-end customer experiences across digital platforms, physical retail, and organizational structures. With a background as an agency co-founder, consultant, and designer, he drives Rose’s transformation into an experience-led cycling brand.
