--- title: Purposeful Friction in Ecommerce: Lower Returns, Higher LTV description: Karishma Damani, Director of Product Management at Walmart, argues that frictionless checkout optimization creates hidden costs through returns, cancellations,... canonical: https://daily.dev/posts/purposeful-friction-in-ecommerce-lower-returns-higher-ltv-ucoyrwru8 twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: Purposeful Friction in Ecommerce: Lower Returns, Higher LTV | daily.dev og:description: Karishma Damani, Director of Product Management at Walmart, argues that frictionless checkout optimization creates hidden costs through returns, cancellations,... og:url: https://daily.dev/posts/purposeful-friction-in-ecommerce-lower-returns-higher-ltv-ucoyrwru8 og:image: https://api.daily.dev/og/posts/UcOyRwRu8.png og:image:alt: Purposeful Friction in Ecommerce: Lower Returns, Higher LTV og:image:width: 1200 og:image:height: 630 og:locale: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # Purposeful Friction in Ecommerce: Lower Returns, Higher LTV **[Netguru](https://daily.dev/sources/netguru)** · 5 min read · 0 upvotes · 0 comments ## Summary Karishma Damani, Director of Product Management at Walmart, argues that frictionless checkout optimization creates hidden costs through returns, cancellations, and eroding loyalty. She introduces the concept of 'purposeful friction' — intentional pauses at key decision points that help customers buy with confidence rather than impulse. Examples include Amazon's Buy Now confirmation screen, Duolingo's engagement nudges, and Netflix's cancellation reflection flow. Damani categorizes friction into three types: stoppable, distracting, and purposeful — recommending teams remove the first two while deliberately layering the third. The strategic takeaway is to optimize for decision quality and long-term LTV rather than pure conversion speed, using A/B testing and personalization to place pauses where regret is highest. ## Full article daily.dev links to this article rather than hosting it. 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