For the past 15 years, ecommerce has optimized for frictionless transactions - removing clicks, reducing pauses, and accelerating checkout.
That strategy worked and drove massive scale.
But we’re now seeing a shift.
What if, in eliminating bad friction, we also removed the good friction - the moments that build confidence and reduce regret?
This is the Friction Paradox.
Instead of optimizing for speed to buy, the next evolution optimizes for speed to certainty - helping customers feel confident in their decision, not just complete them faster.
So how do we design experiences that increase trust, lower returns, and drive long-term retention - especially in the age of AI-assisted shopping?
With leadership experience at global scale, Karishma Damani, Director of Product Management at Walmart, shares her perspective on: - why frictionless isn’t always better - how to design for customer confidence, not just conversion - what Intentional Commerce means in an AI-driven world - why agents will evaluate your brand differently than users
Hosted by Tomasz Grynkiewicz, Head of Growth at Netguru
Do you have any questions? It's easiest to catch us on LinkedIn! 👉 Karishma 👉 Tomasz
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