Cut returns and grow LTV: why trust now beats speed in ecommerce. Karishma Damani shares how to build buyer confidence. Read the Netguru guide now.

Netguru is a digital consultancy and software development company that shares insights, case studies, and best practices on building digital products, scaling engineering teams, and driving innovation in technology. Through its blog, Netguru covers topics such as product design, agile methodologies, DevOps practices, and emerging technologies like artificial intelligence and blockchain. Developers and business leaders can learn from Netguru's expertise in delivering high-quality software solutions and navigating the ever-changing landscape of digital transformation.

Netguru

Karishma Damani, Director of Product Management at Walmart, argues that ecommerce has moved past speed as a differentiator — trust and decision confidence are now the competitive edge. She introduces the concept of 'intentional commerce,' which distinguishes between bad friction (broken UX, clutter) and purposeful friction (size guidance, confirmation steps, replenishment reminders) that reduces returns and builds loyalty. Examples include Amazon's two-click confirmation, Netflix's cancellation flow, and Chewy's condolence notes. The post offers a 24-hour audit checklist and a 90-day strategy for measuring 'speed to certainty' and instrumenting return-driven KPIs.

Cut Returns and Grow LTV: Why Trust Now Beats Speed in Ecommerce

From the front lines: Karishma Damani’s perspective

From speed to certainty: defining intentional commerce

The friction paradox: remove the bad, keep the good

Designing purposeful friction with system 1 and system 2

The contrarian view: challenging the status quo