How Topps Built a Global Collectibles Brand Without Losing Customer Trust With Sayed Suhail Gaffar
April 30, 2025
Today we dive into the future of omnichannel ecommerce with Sayed Suhail Gaffar, VP of Global Ecommerce at Topps Company. Sayed shares how the iconic collectibles brand expanded globally, modernized its customer experience across channels, and why setting customer expectations, and meeting them, is the ultimate driver of loyalty. Tune in for strategies on balancing retail partnerships, ecommerce growth, and digital innovation in a fast-changing market.
Today we dive into the future of omnichannel ecommerce with Sayed Suhail Gaffar, VP of Global Ecommerce at Topps Company. Sayed shares how the iconic collectibles brand expanded globally, modernized its customer experience across channels, and why setting customer expectations, and meeting them, is the ultimate driver of loyalty. Tune in for strategies on balancing retail partnerships, ecommerce growth, and digital innovation in a fast-changing market.
What You’ll Learn
- How Topps expanded its brand globally across digital and retail
- Why omnichannel isn’t about channels, it’s about the customer experience
- How setting clear customer expectations builds loyalty
- The critical mistakes brands make when KPIs compete across teams
- How NFTs still have future utility beyond the hype
- Why the post-purchase experience matters more than the checkout journey