“I always give teams the freedom to make mistakes. Without that freedom, true innovation is impossible”: 10 lessons from Jonas Rashedi, Chief Digital Officer at FALKE
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Discover 10 valuable e-commerce lessons from Jonas Rashedi, Chief Digital Officer at FALKE, as he shares his insights on the future of online retail to mark 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 Jonas Rashedi, Chief Digital Officer at FALKE. Read his e-commerce lessons below!
Quote / Jonas Rashedi, Chief Digital Officer at FALKEI have always been driven by the desire to make complex systems understandable for teams, leaders, and customers. That combination of analytics, pragmatism, and transformation still motivates me today.
Impact first, perfection can follow
What first drew you to this industry?
JONAS: I entered the world of data and digital business at a time when many companies still underestimated the power hidden in their own data. I was fascinated by the idea that understanding customer behavior could not only optimize processes but transform entire business models. Especially in e-commerce, I realized early on how technical architecture, organizational clarity, and operational excellence must work together to create real impact. I have always been driven by the desire to make complex systems understandable for teams, leaders, and customers. That combination of analytics, pragmatism, and transformation still motivates me today.
Which early failure taught you something that still guides you today?
JONAS: Early in my career, I once invested too much time in building the “perfect” technical solution, only to learn that the organization and its processes were not ready for it. This experience taught me a lesson I still carry with me: technology is never the limiting factor; alignment, accountability, and people are. I learned the value of starting with simple, working solutions rather than waiting for theoretical completeness. This pragmatic mindset has helped me as both a leader and consultant to deliver real impact in complex data and e-commerce transformations. Today, I often say: Focus on impact first, perfection can follow.
When you think of the past decade of e-commerce, what do you miss and what are you glad we left behind?
JONAS: I miss the boldness of experimentation. Teams were smaller, decisions were quicker, and innovation often came from creative chaos rather than structured roadmaps. At the same time, I am glad we have moved beyond the era of fragmented data and one-dimensional performance thinking. The maturity of today’s data ecosystems, improved data quality, and more realistic expectations toward AI have professionalized the industry significantly. And I certainly don’t miss the belief that more traffic automatically leads to more revenue. Today, success is driven by relevance, efficiency, and genuine customer understanding.
Quote / Jonas Rashedi, Chief Digital Officer at FALKEEvery transformation needs a clear, shared target vision that is simple enough to guide but ambitious enough to inspire. In the end, it is not the complexity of a system that matters, but how effectively it is used.
What is the single most important business lesson you have learned throughout your career?
JONAS: The most important lesson is that sustainable success always comes from the interplay of technology, organization, and responsibility. Data alone does nothing; only when people understand how to use it for better decisions does impact follow. I learned that leadership is about enabling teams, embracing uncertainty, and establishing new ways of working. Every transformation needs a clear, shared target vision that is simple enough to guide but ambitious enough to inspire. In the end, it is not the complexity of a system that matters, but how effectively it is used.
How would you define success in e-commerce today, and how has your view of it changed over time?
JONAS: Today, I define success in e-commerce by the ability to understand customers deeply and deliver consistent experiences across their entire journey. In the past, success was often measured mainly by traffic, conversions, or revenue. Now, loyalty, repurchase behavior, personalization, and data efficiency are far more decisive. My perspective has evolved to see that scalable success comes not from campaigns but from stable processes, strong data models, and cross-functional collaboration. Companies that master these foundations grow more resiliently and more sustainably.
More customer-centric e-commerce is coming
What do you see as the biggest opportunity in e-commerce today?
JONAS: The biggest opportunity lies in combining first-party data, AI-driven decisioning, and a seamless omnichannel experience. Companies today possess more data than ever, yet most use only a fraction of its potential. Those able to integrate their fragmented systems into a single, actionable customer view can drastically reduce marketing costs, increase relevance, and strengthen loyalty. I also see a major opportunity in content creation, podcasts, video formats, and community building, which will become key drivers of brand trust and organic growth. The next wave of e-commerce will be powered as much by content and insights as by technology.
What’s the most counterintuitive or unconventional thing your company does today that actually works?
JONAS: We deliberately start projects not with technology but with a structured analysis of responsibilities, processes, and data ownership. This approach is surprisingly unconventional in many organizations. Instead of rushing to adopt new tools, we work with teams to harmonize data structures, clarify decision paths, and understand customer behavior more deeply. As a result, later technical implementations create far more impact with significantly less friction. Another unconventional element is the use of sports analogies in workshops – they help demystify complex data architectures and quickly align teams on shared understanding.
What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?
JONAS: I never compromise on clarity, especially when it comes to decision-making and responsibilities. In any transformation, pressure and expectations increase, and the number of stakeholders rises. But without clarity on ownership, initiatives lose momentum and never reach their full impact. I also insist that every data initiative must create tangible value for customers or for the business. Trends will come and go, but structure, transparency, and accountability remain foundational. And equally important, I always give teams the freedom to make mistakes. Without that freedom, true innovation is impossible.
Looking ahead, what will define the next decade of e-commerce, and how does thinking about the future make you feel?
JONAS: The next decade will be shaped by AI, real-time personalization, and deeply integrated data ecosystems. E-commerce will become less channel‑centric and more customer-centric, where the place of purchase matters less than the continuity of the experience. Brands will increasingly evolve into platforms where content, community, and commerce intersect. These developments make me optimistic because they encourage companies to break down silos and truly democratize data. At the same time, companies that have neglected technical debt will face significant challenges. Overall, I look to the future with excitement – we are entering a phase where customer understanding will reach an entirely new level.
If you could leave a message for future e-commerce leaders, what would it be?
JONAS: Build organizations that can learn. Technology will change constantly, but your ability to understand customers, make decisions based on data, and distribute responsibility clearly will define your long-term success. Invest early in structure and talent, not just tools. And remember: e-commerce is not a traffic game; it is a customer game. Those who truly understand their customers will remain relevant, regardless of how the landscape evolves.
JONAS RASHEDI’S BIO:
Jonas Rashedi is the Chief Digital Officer at FALKE, where he oversees IT, AI, and Data. He is recognized as one of the leading experts in data strategy, supporting companies across industries in building digital structures, enabling data-driven decision-making, and executing complex transformations. He is also the host of the podcast MyDataIsBetterThanYours, the author of multiple books, and a sought-after keynote speaker.
