Expert Perspectives
Expert Perspectives
Episode 81
Sayed Suhail Gaffar
VP of Global Ecommerce
In this episode we talked about:
- How Topps expanded its brand globally across digital and retail
- Why omnichannel isn’t about channels, it’s about the customer experience
- How setting clear customer expectations builds loyalty
- The critical mistakes brands make when KPIs compete across teams
- How NFTs still have future utility beyond the hype
- Why the post-purchase experience matters more than the checkout journey
Episode highlights:
[01:53] Why Sayed joined Topps: Global expansion opportunity
[08:46] Managing retail partnerships without store control
[10:30] NFTs: Hype, correction, and future utility
[12:09] Avoiding siloed KPIs in omnichannel strategy
[14:22] Solving cross-border ecommerce challenges
[19:10] Core rule for ecommerce success: Set expectations
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