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IKEA solves problem millions of shoppers have had for decades with a simple change
The feature helps customers and staff say Swedish product names correctly, and IKEA says about 8,000 people use it daily.
- IKEA has integrated a new pronunciation tool into its mobile app, allowing customers to hear correct pronunciations of Swedish product names directly from product pages.
- Founder Ingvar Kamprad introduced the unique naming system to accommodate his dyslexia, choosing names instead of numerical codes, which became IKEA's distinctive trademark.
- Software engineer Filip Larsson conceived the tool during an internal hackathon after teammates struggled with the NYTILLVERKAD collection; approximately 8,000 people use the feature daily since February 2026.
- The feature is available in all international markets except Sweden, where customers are presumed to already know pronunciations; this modernizes the digital shopping experience while preserving heritage.
- Products derive names from Swedish geography or language, such as STOLLE, named for a word describing someone silly, creating confusion for international shoppers that the app update now resolves.
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