“Change is not a criticism of a glorious past”: 10 lessons from Marcus Diekmann, Sanicare Group

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 Marcus Diekmann, Chief Strategy, Digital & E-Commerce Officer at Sanicare Group. See what e-commerce lessons he shared with us below!

LONG PROFESSIONAL JOURNEY

What first drew you to this industry?

MARCUS: I’ve been working in e-commerce since 2004, and today I’m deeply rooted in the healthcare segment, among other things, through my strategic role at Sanicare. Over the years, I’ve had the opportunity to accompany the development of a wide range of industries in e-commerce – from fashion and furniture to electronics, bicycles, mattresses, and bedding. What fascinated me from the very beginning was this uncompromising focus on the customer: being able to measure everything, test everything, and continuously improve – while working in a way that is imaginative, creative, and at the same time clearly data-driven.

Which early failure taught you something that still guides you today?

MARCUS: It wasn’t a single failure, but rather a series of experiences I’ve had as a manager, board member, and investor. From those, I learned to fully commit to “test, learn, build bigger” and to develop business models in an agile way – instead of rigidly holding on to something just because it was 100 percent right and successful in the past.

Quote / Marcus Diekmann, Chief Strategy, Digital & E-Commerce Officer at Sanicare Group

For me, success today means positioning yourself clearly in a niche, finding a true market fit – and then becoming the most relevant and important player in that space. Not trying to be everything to everyone, but being maximally relevant for a clearly defined target group.

When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?

MARCUS: Over the past decade, both I and the e-commerce industry have grown up. In the early days, there was a certain naivety and excitement – a belief that being everywhere, attending every event, and jumping on every trend was the right way forward. I lived that mindset myself and spent a lot of time being present rather than effective. What I’m glad we’ve left behind is this obsession with constant presence and unchecked growth. Today, e-commerce is more mature and more disciplined. Success is no longer about scale at any cost, but about focus, relevance, and building sustainable, well-positioned businesses.

What is the single most important business lesson you have learned throughout your career?

MARCUS: Change is not a criticism of a glorious past – it’s a necessity. And only those who are willing to risk everything can ultimately win everything.

FIND A NICHE

How would you define success in e-commerce today, and how has your view of it changed over time?

MARCUS: For me, success today means positioning yourself clearly in a niche, finding a true market fit – and then becoming the most relevant and important player in that space. Not trying to be everything to everyone, but being maximally relevant for a clearly defined target group.

What do you see as the biggest opportunity in e-commerce today?

MARCUS: In the shift from classic e-commerce to social-first, AI-driven commerce. Marketing needs to be fully aligned with this. The traditional online shop is evolving into an AI advisor for customers. Product searches and simple product lists are no longer the future. Inspiration happens on social platforms – and the shop then automatically finds the perfectly matching product for you.

What’s the most counterintuitive or unconventional thing your company does today that actually works?

MARCUS: For years, I’ve been advising a company that completely does without traditional business plans. Instead, it consistently develops according to “test, learn, build bigger” and makes investment decisions based on three-month goals and concrete learnings.

LISTEN TO YOUR INTUITION

What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?

MARCUS: Listening to my gut – and then validating it together with the team. I’m not guided by fear, but by conviction.

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?

MARCUS: Over the next decade, e-commerce will essentially be shaped by large platforms – and by strong D2C consumer brands that primarily grow through social channels.

If you could leave a message for future e-commerce leaders, what would it be?

MARCUS: Just do it. Even if it’s borrowed from Nike.

MARCUS’S BIO

Marcus Diekmann has been Chief Strategy, Digital & E-Commerce Officer at Sanicare since February 2025 and is also a shareholder in the Sanicare Group. Previously, he held senior leadership roles at mid-sized retail companies, including Rose Bikes, P&C Düsseldorf, and BetterBed, and is regarded as one of Germany’s leading experts in digital business and commerce, as well as a sought-after columnist on disruptive business models and digital transformation. Alongside his executive role, he advises companies on transformation, serves on several advisory boards, invests in start-ups, and founded the Founders League platform to support young founders across the DACH region.

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