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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