Today’s customers are more informed, more considered and more selective about where they spend. For entrepreneurs, SMEs and established businesses, the checkout experience is no longer just the final step in a sale. It is a critical moment where customers decide whether a business feels clear, trustworthy and easy to buy from.

In this keynote, Kellie Christensen, Head of Franchise and SMB Sales at Afterpay, will explore how changing customer expectations are reshaping the purchase journey. The session will cover the role of transparency, convenience, trusted payment choice and customer control in building confidence at checkout, as well as the common friction points that can cause customers to hesitate, abandon a purchase or choose another retailer.

Kellie will also look ahead to how AI-assisted shopping is beginning to influence product discovery, comparison and decision-making. Attendees will gain practical considerations for improving checkout experiences, reducing unnecessary friction and preparing their businesses for a future where customers expect commerce to be simple, transparent and trusted from discovery through to purchase.