When AI does the shopping, Wilgot makes sure you're still on the list

What happens when your customers stop browsing and start asking AI what to buy? For Stockholm-based Wilgot AI, that question is not hypothetical – it is the foundation of the business. Now, with a growing team in London and a clear ambition to lead in a market being reshaped by artificial intelligence, Wilgot is bringing a distinctly Swedish approach to one of the UK's most exciting emerging fields. We spoke with Co-founder and CEO Erik Wikander about the company's first chapter in the UK.

Wilgot works where machine learning meets commerce, shaped by the changing ways consumers discover products. Because shoppers are no longer just searching, they are asking AI for recommendations and skipping traditional browsing altogether. Wilgot exists to keep brands visible in that new landscape, making sure they stay part of the conversation when AI makes the pick.

In November 2025, Wilgot first started their expansion journey into the UK. Today they have three people on the ground in London, with plans to hire more, and a clear ambition to lead in what it calls 'agentic commerce' – where AI agents, not just people, do the choosing – and AI-driven search.

A market built for early adopters

The logic behind the move is hard to argue with. The UK is one of the largest and most mature ecommerce markets in Europe, home to a dense concentration of ambitious retail and direct-to-consumer brands. Crucially, those brands are willing to try new commerce technology early, which makes the UK a natural priority for a company selling exactly that.

"UK brands are actively looking for help navigating AI search and agentic commerce," says Erik. That appetite opens the door for Swedish AI startups more broadly, especially in categories where UK brands want a more modern toolkit and Nordic companies already have a strong track record.

Presence over remote control

When asked what has mattered most in the expansion phase, Erik stresses the importance of ‘being there’, emphasising consistent presence in the right place, around the right people.

"Invest the time to actually be there. Markets like the UK reward presence, you build real relationships with customers and partners in person, not by servicing the market remotely from Stockholm," says Erik.

That conviction shaped the approach from day one. Rather than managing the market from head office, Wilgot put people permanently on the ground and hired deliberately, prioritising individuals who already understood the UK retail and ecommerce landscape. Local knowledge was the foundation, not a nice-to-have.

The one thing they would change

Even a well-judged expansion leaves room for hindsight. For Erik and Wilgot, the lesson is about timing.

"If we were starting again, we'd bring our first UK hire on board earlier – a few months before launch rather than around it – so they could help shape the go-to-market plan with local context from the start, rather than adapting a plan built remotely in Stockholm," Erik reflects.

The value of asking for help

Expanding abroad is rarely a solo effort, and Wilgot leaned on the support around them. The UK Department for Business and Trade made valuable introductions to potential customers and partners, and helped connect the company with the wider Swedish business community in the UK through networking events. It is a reminder that the ecosystem exists to be used, and that the right introductions can move a young company forward faster than it could manage alone.

A quieter contribution to sustainability

Wilgot's impact on sustainability is less obvious than a solar panel, but no less real. Most retail waste, Erik argues, begins with a guess about demand. By learning from how people search, what they ask AI, and what they review and return, Wilgot replaces that guess with a signal, giving brands a continuous read on real demand.

“That means less overproduction, fewer returns shuttling back and forth across the country, and assortments that better match what customers actually want,” says Erik.

Ready to make the move?

Wilgot is early in its UK story. But its approach, presence, local knowledge, and a willingness to ask for help, offers a compelling template for any Swedish business eyeing the UK. If you're ready to make the move, the good news is you don't have to make it alone. Together with DBT, we are here to help you succeed – just like Wilgot have done.