Ep. 192. Intentional Commerce: From Transaction to Trust

Next in Commerce by Netguru · Mar 27, 2026 · 31m

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…