Swedish Smokeless sells snus and nicotine pouches through a worldwide network of distributors and online retailers. But our own Odenssnus remains the only online destination where you’ll find our entire range of products. And now, we’ve brought in a new rockstar to take our digital presence to the next level: Tommie Hammar.
Since the original Odenssnus website was launched, the world has changed dramatically — but Odenssnus hasn’t and the time has come to remedy that.
“Online shopping used to be slow, clunky, and full of friction. Today, customers expect the entire experience – from browsing to checkout – to feel effortless,” says Tommie Hammar, Head of E-commerce at Giviton Holding, the parent company of Swedish Smokeless.
Running e-commerce
So what does a head of e-commerce actually do? Tommie is responsible for all digital commerce — both business-to-business and business-to-consumer. He analyzes purchasing patterns and user behavior, then uses that data to refine everything from product presentation to checkout flow. His goal: to make every visit to the webshop as intuitive and rewarding as possible.
“We work with advanced behavioral data, but it all begins with the basics — images, colors, typography. The first few seconds determine if a customer stays or leaves. And once they leave, they rarely come back,” Tommie explains. “That’s what makes this work so fascinating. The data doesn’t lie — it shows you what really drives trust and conversion.”
Swedish Smokeless used to see massive B2C sales through Odenssnus.se. But in recent years, the business has slowed down a bit. The sister sites Odenssnus.eu and .com on the other hand does very well in servicing the EU and global market.
“The new Odenssnus.se will be my first project at Swedish Smokeless. I’m rebuilding it from the ground up — using modern technology, smarter structure, and the latest customer behavior insights.”
What makes a webshop successful?
According to Tommie, many believe online success depends only on low prices and fast delivery — but reality is far more complex. Odenssnus was groundbreaking when it launched nearly ten years ago, but the market — and customer expectations — have evolved rapidly since then.
“Odenssnus.se is a great example of how pricing and logistics alone can’t win. The webshop has had very competitive prices for years, yet conversion dropped. It’s about trust. The design didn’t feel modern or reliable enough — and that’s what we’re changing.”
Swedish Smokeless products are sold globally, both in stores and through online resellers. Brands like Siberia, Oden’s, and White Fox are available across numerous webshops — and soon, MinPrilla will join the lineup for the Swedish market.
Competing with our partners?
“It’s natural to ask how we view the competition when we also sell directly,” says Tommie. “But I don’t see it as competition — I see it as complementing each other. While resellers focus on our flagship brands, Odenssnus will offer every product we make — including small-batch releases and seasonal editions you can’t find anywhere else. And nothing else.”
He says that competition online in generally is fierce.
“Everyone is trying to outdo each other with smarter recommendations, better offers, faster deliveries, and frictionless payments. The tools are evolving rapidly — especially with AI now shaping everything from personalization to inventory forecasting.”
For Tommie, building a great webshop is about balance: the right mix of emotion and efficiency.
“Customers might arrive for a deal, but they stay because the experience feels right. The new site will be built piece by piece — from a structured and searchable product assortment to clear, informative content and a modern visual identity. Every element will be designed to strengthen the customer journey, from discovery to checkout, and to ensure that Odenssnus is not just functional but also SEO-optimized and future-proof. The webshop will become a destination, not just a store.”
What makes a head of e-commerce great?
“14 years of e-commerce experience helps, but curiosity is everything. A great head of e-commerce never stops asking why. Why customers buy, why they leave, why something works in one market but not another.”
It’s about connecting the dots — technology, behavior, and business — and turning data into decisions that actually move the needle. You need to understand numbers, but also people. And how cultures and subcultures impacts the sales and behavior of the potential customers. Only when you have all those pieces of the puzzle in place, true growth begins.
