Emeet was founded in conjunction with the event Stockholm Social Media Exchange (SSMX). The year was 2011 and during SSMX one Swedish e-retailer, Peter Höjman, tweeted out that he wanted to meet other e-commerce businesses during the lunch break.
The people who joined the meet – the founders Peter, Magnus, Wilma and Rikard – very soon realized that there was room for a conference only for e-retailers. They chose the format unconference, more on that here, and the first official Emeet gathered 70 people in Stockholm.
It quickly grew to a few hundred attendees and eventually it became too much for the founders to maintain – next to their own businesses. They sold the event to Ehandel.se as they trusted the news’ site to maintain the core values of Emeet.