From payments to parcels: meet Evy

Your journey from Klarna to Radial is exciting: from a Payment solution to a 3PL. What was that transition like?

At Klarna, I helped build the brand in the e-commerce landscape in Belgium from scratch. It was like getting a crash course in Belgian retail – mapping the landscape, building connections, understanding what makes retailers tick. Now at Radial, that knowledge is gold. When you’ve worked on driving traffic and optimizing conversions, you get what keeps retailers up at night.

Belgium seems to have a unique e-commerce personality…

[Laughing] Oh, absolutely! We’re a bit stubborn here. While online shopping is growing, Belgians still love their physical stores. It’s not either-or anymore – it’s about making both worlds work together. That’s where it gets complex, but also exciting. With our connection to Bpost, we can handle everything from warehouse to store shelf, which is pretty unique.

What excites you most about Belgian brands right now?

The niche players – they’re crushing it! One of them is making safety gear that cyclists and runners actually want to wear. Another one in the jewellery industry – featured on ‘Emily in Paris’ – all about sustainable, lab-grown diamonds. These brands prove you don’t need to be huge to go global. They’re finding their specific audience and serving them brilliantly.

How do you see e-commerce evolving here?

Look, people aren’t getting any less busy, right? After the post-COVID online shopping dip, we’re seeing steady growth again. But it’s different now. Brands need to be smarter, and more personal. AI is going to be huge in making that happen. It’s not just about having an online presence anymore – it’s about making every customer feel like they’re getting a tailored experience.

Speaking of busy lives – you’re juggling this role with a 6-month-old at home…

[Smiles] Yeah, that’s… interesting! I’ll be honest – some days I feel like I’m dropping all the balls. But Radial gives me the flexibility to structure my calendar. When I’m working, I’m all in. That’s when I’m with my kids in the early evening. My husband’s also in sales, so we’re constantly comparing calendars. It’s all about being super organized and accepting that perfect balance is a myth.

What’s your secret to maintaining client relationships in the Belgian market?

No real secrets – just be real. In Belgium, face-to-face still matters. You can have all the digital tools in the world, but people here want to look you in the eye and know you mean what you say. Being authentic isn’t just a buzzword for me – it’s the only way to build lasting relationships.

And with bpostgroup behind you…

That’s huge. bpost is such an established name here – it represents stability and certainty to people.

Let me guess how you would like to close this interview?