Description

This carousel captures Abi’s key takeaways from E-commerce Conference Athens 2025, pulling together themes from across the event on loyalty, behavioural psychology, social commerce, usability, sustainability, AI and customer experience.

The talks covered a wide mix of ecommerce concerns: using AI to personalise loyalty programmes, understanding cognitive biases through the B.R.A.I.N.S model, building trust and connection through social commerce, and identifying the friction points that quietly burn profit. The carousel also highlights sustainability as a commercial and ethical issue, particularly around Scope 3 emissions, excessive consumption, choice simplification and sustainable defaults.

Abi also pulls out one of the sharper AI lessons from the event: AI is not the problem by itself. Teams need the skill, judgement and process knowledge to use it well, because like a bread maker, it only works properly if you understand what you are putting into it. The final slides add the very Abi-specific footnotes: she managed to rick-roll the audience during her own talk, and the Acropolis is, apparently, “a bit of a hike.”

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Topics

• AI personalisation for loyalty programmes

• Cognitive bias and the B.R.A.I.N.S model

• Social commerce, shoppable stories and live shopping

• Friction across usability, performance, cognition and emotion

• Sustainability, Scope 1/2/3 emissions and sustainable defaults

• Why AI still requires skill, process knowledge and judgement

• Speaker personality, audience engagement and one highly defensible rick-roll

• The physical reality of conference tourism in Athens

Best for

Ecommerce, AI, personalisation, loyalty, behavioural psychology, cognitive bias, social commerce, UX, friction, sustainability, customer experience, CRO, ecommerce strategy

Background

This piece sits alongside Abi’s wider work on UX, experimentation, ecommerce and upstream optimisation because many of the themes are about what shapes trust before, during and after the transaction. AI personalisation, behavioural bias, social commerce, friction, sustainability and customer experience all influence what people believe, what they expect, and whether the eventual interface confirms or damages that belief.

It also connects to the Corpus view that digital performance is not just a website problem. It is shaped by signals, promises, operational reality, proof, and the wider decision environment around the customer.