Jaani Saulamaa, Product Lead at Expanly, was named Innovator of the Year at the Digital Commerce Finland eCom Summit & Awards 2025.
The award is a significant moment, not just for Jaani or for Expanly, but for the shift happening across the e-commerce industry.
This year's finalists included iconic brands like Fazer and Tapio Anttila. To be recognized alongside them, and to come out on top, sends a clear message: the market is ready for change.
A new standard for ecommerce advertising
Expanly was built on a simple premise:
Automation should serve your business strategy, not override it.
While traditional ad platforms optimize based on past conversions, Expanly injects real business data into campaign decision-making. Margins, stock levels, return rates, product priorities, and launch strategies all become part of how your ads behave across Google, Meta, TikTok, and Amazon.
This level of control and precision is what e-commerce teams have been missing in a world dominated by black-box automation. And it's why Expanly is now being recognized as one of the most important product innovations in the space.
Recognition with momentum
Jaani’s work in product leadership has been instrumental in turning this vision into a platform that’s already delivering measurable results for e-commerce brands across Europe. Under his guidance, Expanly has moved fast from proof of concept to a fast-growing, in-demand solution trusted by some of the region’s leading retailers.
And the industry is starting to take note.
What comes next
We’re incredibly proud of this recognition, and even more excited about what it unlocks.
The need for ad platforms that follow business logic is only growing. The gap between what e-commerce brands want and what traditional performance marketing delivers is widening. And we’re building to close it.
To our clients, partners, and everyone who believed in this vision early: thank you.
This award belongs to all of you too.
We’re not here to play by the old rules.
We’re here to write the new ones.
