​The highest-performing e-commerce brands don't win because they have better visuals. they win because every interaction is intentionally designed around the customer experience. From the first click to the post-purchase journey, every moment either builds confidence or creates friction.

​In this session, we'll explore how Customer Experience (CX) principles can transform an e-commerce store from a transactional website into a growth engine that increases conversion, improves retention, and creates long-term customer loyalty.

​Using real-world case studies and practical frameworks, we'll break down the customer journey across three critical stages:

• ​Journey Mapping as the Foundation: Learn how understanding customer intent leads to better navigation, information architecture, and discovery experiences.

• ​The Product Page as a CX Moment: Discover how trust signals, personalization, transparency, and objection handling directly impact conversion.

• ​The Post-Purchase Experience: See why the customer journey truly begins after checkout—and how proactive communication, delivery experience, and thoughtful follow-up increase repeat purchases while reducing complaints.

​What You'll Learn

• ​How to audit your e-commerce journey through a CX-first lens

• ​The highest-impact moments that influence conversion and customer loyalty

• ​How to connect design decisions to measurable business outcomes such as CSAT, repeat purchase rate, churn, and customer retention

• ​Practical steps to embed customer experience thinking into every stage of your store design process

​About the Speakers

​Ayman Salem

​Managing Partner at Hockey Stick

​Ayman is a Shopify and e-commerce expert with more than 10 years of experience helping brands across EMEA and the GCC build, optimize, and scale high-performing online stores. His expertise spans Shopify development, conversion rate optimization (CRO), cross-border commerce, and customer journey optimization, enabling businesses to turn traffic into sustainable revenue growth.

​Hussien Elfiki

​Co-Founder at Hockey Stick

​Hussien is a Shopify expert and e-commerce strategist with over 14 years of experience helping more than 700 businesses across 11 countries grow through data-driven strategies. Recognized as one of LinkedIn's leading voices in e-commerce, he specializes in scaling online businesses by combining analytics, customer insights, and conversion optimization to drive measurable business results.

Hosted by Ahmed Mohsen
A Product Marketing and Product Strategy leader with 12+ years of experience helping B2B SaaS companies turn complex products into scalable growth. He specializes in go-to-market strategy, product positioning, pricing, partner enablement, and AI-driven growth across global markets.

​He has held leadership roles at Tactful, Affinitor, Dstny, and co-founded Ionhour and Closor, leading initiatives that accelerated product adoption, improved customer experience, and drove measurable revenue growth.