Background

Stefan Bensmo

Advisor in snus and nicotine pouches, with a background in purchasing, e-commerce and company-building.

About me, briefly

I've worked in e-commerce for over thirteen years, roughly six of them in snus and nicotine pouches, and have seen the chain from supplier agreements and assortment through to the end customer. I joined Haypp Group in 2019 as Category Manager with end-to-end responsibility: supplier agreements, sourcing, marketing and assortment. I then worked on the company's expansion beyond the Nordics, including the German and UK pushes.

In 2023 I co-founded Snuset.se together with two former Haypp colleagues. As CSO I was responsible for sales, search engine optimisation and the data systems the company was run on.

I served on the board of Droshi (2018–2020) and have sat on the E-commerce Management Board at IHM Business School since 2025. I've also worked in an advisory capacity on product development of snus and nicotine pouches, and it's an area I want to do more of, alongside board and management support.

Timeline

• 2012–2019. E-commerce roles at CDON, Tretti.se (Qliro Group), the Swedish Motorists' Association and Droshi (COO, then board member 2018–2020): aftersales, category, e-commerce and operations.
• 2019–2022. Haypp Group (Snusbolaget.se): Category Manager for new European markets, then E-commerce Lead for the UK, Denmark and Finland sites. Assortment, margin, agreements and international markets including Germany and the UK.
• 2022–2023. Head of E-commerce, Euronics Sweden.
• 2023–2026. Co-founder and CSO, Get This Globe AB (Snuset.se / Snuset.de).
• 2025–. Member of the E-commerce Management Board, IHM Business School (part-time).
• 2026–. Independent advisor.

Award and press mentions

Note: the press coverage below is Swedish-language.

• Finalist, Rising Star of the Year, E-star Awards 2023.
• Breakit — Avhoppare ska utmana snusjätten
• Ehandel.se — Tidigare anställda startar konkurrent
• Ehandel.se — E-handelsprofilen byter jobb
• Podcast: E-commerce SUCCESS — Snus på nätet

How I work

I work in English or Swedish, with defined engagements and a clear deliverable, or in an ongoing role when that fits better. I never use confidential information from previous employers. What I bring is a way of thinking: how to read a market through search data, how to build decision support that holds up, and which mistakes are the most expensive to make.

Contact

Email: stefan@nicotinepouches.se · LinkedIn · Stockholm