How Topps scaled global ecommerce with Sayed Gaffar
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Get the full episode here
TL;DR - What you'll learn:
- How Topps expanded ecommerce to Japan, India, Brazil, and Europe
- Why omnichannel is about experience—not channels
- How to use customer sentiment as a real-time growth signal
- Why NFTs still matter (if you do them right)
- How to align KPIs to create seamless global CX
“Stop thinking in terms of channels—and start thinking about the entire experience.”
— Sayed Suhail Gaffar, VP of Global Ecommerce at Topps
In this episode of Ecommerce Toolbox: Expert Perspectives, host Kailin Noivo chats with Sayed Suhail Gaffar, VP of Global Ecommerce at The Topps Company, about how iconic consumer brands can scale globally without compromising customer experience.
With a career spanning supply chain, retail, and CPG—plus international expansion into markets like Japan, India, Brazil, and Europe—Sayed brings a strategic, on-the-ground perspective to what it really takes to go global.
From building omnichannel ecosystems to navigating NFT innovation and breaking internal silos, this episode is packed with real-world lessons for ecommerce, CX, and operations leaders alike.
🎧 Listen to the full conversation on Apple, Spotify, or YouTube
From iconic brand to global presence
When Sayed Suhail Gaffar joined Topps in 2020, the iconic trading card company was known mostly in North America. His mission? Build a global ecommerce presence from the ground up.
That meant launching infrastructure in Japan, India, Brazil, and five European countries—while preserving brand consistency and customer trust.
“Grow the global structure, be agile, build a team as you’re developing it.”
— Sayed Suhail Gaffar, VP of Global Ecommerce at Topps
This global expansion wasn’t just about logistics—it was about scaling experience.
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Omnichannel isn't optional—it's how customers think
Today’s consumers don’t distinguish between ecommerce, mobile, or in-store. They just want a seamless experience—however and wherever they engage.
Sayed’s advice: stop thinking about channels. Think about moments.
- Customers shop on their terms—app, site, or retail
- Friction anywhere damages trust everywhere
- Brands must show up where the fan or buyer chooses to engage
Topps launched products like Topps Now to reflect this shift: digital-first, moment-driven releases built for fast-moving fandoms.
Expectations matter more than speed
One of the most grounded insights from the episode?
“You don’t have to deliver it tomorrow. You just have to deliver it when you said you would.”
— Sayed Suhail Gaffar, VP of Global Ecommerce at Topps
According to Sayed, what drives loyalty isn’t speed—it’s predictability. Customers don’t expect perfection, but they do expect honesty. Underpromise if needed—but always deliver on time and with care.
Listening at the speed of the customer
Customer feedback used to take months—focus groups, surveys, reports.
Now? Customers are telling you how they feel in real time across:
- Social media (X/Twitter, Instagram)
- NPS scores
- Support interactions
- Reviews and returns
Topps actively monitors customer sentiment and uses it as a live input into strategy—closing the loop between product, support, and CX.
NFTs aren't over—they're evolving
Topps saw the NFT boom firsthand—but it wasn’t just hype for them.
Sayed believes NFTs still hold value:
- As digital counterparts to physical cards
- As tools for traceability and verification
- As future channels for fan engagement
“It’s your digital equivalent in the Metaverse versus in real life.”
— Sayed Suhail Gaffar, VP of Global Ecommerce at Topps
The key is to approach NFTs strategically—not as trends, but as utilities.
Why KPI misalignment breaks experience
One of the most practical parts of this episode was Sayed’s breakdown of internal misalignment.
Example: A store won’t accept online returns—because it affects in-store metrics.
Result: Broken customer experience.
The fix? Align all teams around one North Star: customer satisfaction.
“When you start looking at the P&L from individual teams, you end up having conflicting objectives. That’s a broken customer experience.”
— Sayed Suhail Gaffar, VP of Global Ecommerce at Topps
Sayed recommends allocating shared credit across teams or regions to reflect shared effort—and reduce internal friction.
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Cross-border returns are part of the experience
Global ecommerce isn’t just about what happens before the checkout. The post-purchase experience defines the brand.
Sayed emphasized:
- Localized returns and support options
- Partners who can manage fulfillment and reverse logistics
- Proactive planning—not “let the customer figure it out” thinking
Global trust comes from consistent follow-through—not just the sale.
Key takeaways for ecommerce leaders
Sayed Gaffar’s approach to building a scalable, omnichannel, customer-centric ecommerce strategy offers 5 clear lessons:
- Omnichannel = customer journey: not just more sales channels
- Set clear expectations: and meet them consistently
- Listen in real-time: don’t wait for quarterly reports
- NFTs can add value: when treated as digital tools, not gimmicks
- Align teams on customer goals: to prevent friction and improve outcomes
Listen to the full episode for more insights on building future-ready ecommerce infrastructure:
Topps’ global ecommerce success didn’t come from being everywhere—it came from being intentional everywhere. From product drops to customer support, Sayed’s team focuses on making every interaction feel seamless, simple, and satisfying.
If you’re leading digital expansion or rethinking your CX strategy, this episode is a masterclass in what truly scales: clarity, consistency, and customer-first thinking.
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