Adam Hindle is Managing Director of Fluid Commerce, a specialist B2B eCommerce agency helping established businesses grow through Magento and Adobe Commerce. He is also the founder of Portal B2B, a Magento B2B eCommerce suite designed to help merchants deliver better trade customer experiences, streamline complex buying journeys and drive digital growth. With extensive experience across B2B eCommerce strategy, technology and digital transformation, Adam works closely with merchants to turn eCommerce platforms and customer portals into practical tools for customer engagement, operational efficiency and commercial growth. 𝐀𝐝𝐚𝐦'𝐬 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐁𝐞𝐲𝐨𝐧𝐝 𝐒𝐞𝐥𝐟-𝐒𝐞𝐫𝐯𝐢𝐜𝐞: 𝐓𝐮𝐫𝐧𝐢𝐧𝐠 𝐘𝐨𝐮𝐫 𝐁𝟐𝐁 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐏𝐨𝐫𝐭𝐚𝐥 𝐢𝐧𝐭𝐨 𝐚 𝐆𝐫𝐨𝐰𝐭𝐡 𝐄𝐧𝐠𝐢𝐧𝐞". B2B customer portals are often treated as little more than a place to view orders, check pricing and manage an account. This session will show how Magento and Adobe Commerce merchants can use their trade portal much more strategically to strengthen existing customer relationships and win new business. Using real-world case studies from Netceed and Chelmsford Safety Supplies, attendees will learn how to identify customer-specific requirements, turn feedback into valuable portal functionality, and use tailored digital experiences as a genuine commercial differentiator. The growth result: stronger customer retention and engagement, increased account value, and a more compelling proposition when competing for new contracts.

Digital transformation leader turning fragmented tech into commercial growth. 12+ years, global B2C/B2B, C-suite to codebase. Builds product operating models, owns multi-platform roadmaps, delivers outcomes boards actually notice.

Twenty years watching commerce evolve has convinced me of one thing: the next decade won't be won by polishing the old funnel. It will be won by rebuilding around AI. I work at the intersection of three shifts: how commerce is changing, what AI actually makes possible today, and how specialist manufacturers turn decades of hard-won expertise into a moat. That's why I advise Nomicore, who build grounded AI for commerce and technical manufacturing, the kind that survives contact with real, expert buyers. The rest of the story: I help build the communities and ecosystems behind modern commerce. As a founding board member of the Magento Association, I helped ensure the $5B/year Magento ecosystem thrived and expanded to new and more diverse members. I later led Shopware's entry into the North American market, establishing the business and ecosystem here. I'm passionate about building and nurturing communities that foster innovation, collaboration, forward thinking, and these days I help businesses get ready for what comes next. Ben will be moderating our Panel Session today at Mage Camp! :-)

Thank you Bharat for joining us on stage as one of our panelists.

Dan has a near 30 year career in ecommerce, working in everything from start-ups to household name brands. He is currently providing SEO, data & analytics, and eCommerce consultancy services to a range of ambitious UK retailers.

Dan Garner is the Founder of On Tap, an ecommerce agency started in 2006. On Tap was the first official Magento partner in the UK and one of the first five in the world - and has worked with the platform continuously since. In 2014 Magento acquired technology from On Tap that now forms part of every Adobe Commerce solution globally. With a team of around 500 serving clients globally, On Tap has been at the heart of the Magento ecosystem since the platform was launched. Dan is also one of the co-organisers of Mage Camp.

David Edmundson-Bird is Principal Lecturer in Digital Marketing and Grow AI RAI Lead in the Centre for Enterprise at Manchester Metropolitan University, responsible for developing good practice in the responsible use of AI in SMEs. He lectures in SEO, digital strategy and eCommerce at all levels. David has worked in senior roles in the digital sector (opening Manchester’s 2nd web design agency in 1995) as well as spells in academia. He consults for SMEs providing training, coaching, and mentoring in AI, digital marketing, and eCommerce themes. He delivers Digital and AI practice learning for SMEs as part of the national Help to Grow programme as well as the Grow AI and Challenge AI programmes, where he has been part of the team developing the UK SME RAI Charter. He is co-author of Pearson’s Digital Business & eCommerce Management with Dave Chaffey and Tanya Hemphill.

Duke Tanson is Chief Digital Officer at Glamira and has more than 20 years’ experience leading digital growth, eCommerce and marketing transformation across businesses including THG, Boohoo Group and Missguided. His work has focused on building scalable digital operating models, improving marketing efficiency and connecting data, technology and commercial decision-making. He has also developed proprietary paid-media and feed-management tools, and is currently exploring how AI can move beyond analysis into governed execution across marketing and eCommerce. Duke is particularly interested in how organisations can combine human judgement, better commercial data and AI to improve the speed and quality of decision-making, while keeping clear accountability around what gets executed.

Emily Berriman is Head of CRM at Foundation CRM, sister agency to Foundation Commerce, where she leads CRM strategy and works with eCommerce brands to build more effective customer experiences and retention programmes. With experience across CRM, lifecycle marketing, customer experience and UX, Emily helps eCommerce brands create more connected customer journeys that drive long-term growth. She is passionate about challenging the perception of CRM as simply an email channel and helping businesses turn one-time transactions into long-term customer relationships. 𝐄𝐦𝐢𝐥𝐲'𝐬 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐓𝐡𝐞 𝐒𝐞𝐜𝐨𝐧𝐝 𝐏𝐮𝐫𝐜𝐡𝐚𝐬𝐞 𝐏𝐫𝐨𝐛𝐥𝐞𝐦: 𝐘𝐨𝐮 𝐖𝐨𝐧 𝐭𝐡𝐞 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫. 𝐍𝐨𝐰 𝐃𝐨𝐧'𝐭 𝐋𝐨𝐬𝐞 𝐓𝐡𝐞𝐦". The first purchase often receives the most attention, from welcome offers and paid acquisition to conversion optimisation and abandoned basket campaigns. However, for many eCommerce businesses, the real challenge begins after checkout: encouraging customers to make a second purchase. The second purchase is a critical point in the customer lifecycle. It marks the difference between simply acquiring a customer and beginning to build a lasting relationship. This session explores how merchants can create a more intentional journey from first to second purchase. It covers why first-time and repeat customers need different marketing, what matters in the period immediately after a first order, and how product behaviour and purchase history can guide the next interaction. It also looks at how to give customers reasons to return without relying immediately on discounts, and how to identify the right time to re-engage them. Attendees will leave with a practical framework for improving one of the most commercially important stages of the customer lifecycle.

Hilary is a business leader with a longstanding focus on digital inclusion, user-centred design and social impact. As founder and Managing Director of Nexer Digital, she leads a multidisciplinary team delivering accessible digital products and inclusive services across the public, private and non-profit sectors. Her background spans content strategy, UX, digital transformation and customer experience, giving her a strong perspective on ensuring technology works for the people expected to use it. As well as leading Nexer Digital, Hilary is passionate about diversity and inclusion and sits on the Nexer Group AB global EDI advisory board. Hilary is also a board member at Manchester Digital and has a strong network of accessibility and digital inclusion professionals.

Jakub Winkler is the Founder and CEO of qoliber, a Magento architect, developer and long-time contributor to the Magento ecosystem with more than 15 years of hands-on eCommerce experience. At qoliber, he leads the development of technologies built for Magento developers and agencies, including Trident, Speed Suite, Nebula and a growing portfolio of Magento Extensions focused on performance, scalability and reducing technical complexity and Total Cost of Ownership. Jakub is the author of Mastering Adobe Commerce Frontend, published by Packt, and a regular speaker at Magento and eCommerce conferences across Europe and the US. His mission is simple: prove that modern Magento can be fast, flexible, cost-effective and a platform agencies and merchants can confidently build their future on.

James is the co-founder of Wind & Kite, a web development agency focusing on Magento. Passionate about ecommerce, he leads a successful team to deliver continuous growth for their merchants. James strongly believes that simplicity is the key, working to de-mystify the world of development and produce exceptional results. 𝐉𝐚𝐦𝐞𝐬’ 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐇𝐨𝐰 𝐁𝟐𝐁 𝐦𝐞𝐫𝐜𝐡𝐚𝐧𝐭𝐬 𝐰𝐢𝐧 𝐨𝐧 𝐌𝐚𝐠𝐞𝐧𝐭𝐨". This talk explores how Lewmar, a marine industry manufacturer founded in 1946, transformed its B2B eCommerce experience. James examines why the previous website was designed around internal business needs rather than those of its customers. Buyers faced a clunky purchasing process and often had to chase updates, while account managers remained heavily involved in the order flow. With more than 8 million prices across a global customer and product base, Lewmar needed a platform that could manage complexity without creating friction. James explains why Magento was selected for its ability to handle extensive price and product lists and integrate with complex systems. He also shows how Lewmar’s new website reduced reliance on account managers, improved customer satisfaction and increased orders, demonstrating that B2B eCommerce can be both streamlined and engaging.

John is VP Product at Hyvä, overseeing development for Hyvä Commerce, Enterprise, and more, with the aim of building the product suite Magento 2 should always have had, focusing on merchants' real-world needs. Based in Shrewsbury, UK, he has been involved with Magento since 2012, having previously helped build and grow the agency Fisheye as Technical Director. He is passionate about performant eCommerce sites with exceptional user experience, and about helping developers and merchants get the most out of the platform. John is obsessed with everything orange (which may be related to Magento!) and plays an active role in the community - attending events, supporting open-source initiatives, and previously serving as a founding Mage-OS Board Member.

Karlijn Löwik is CEO & Co-founder of RUMvision, on a mission to make web performance a business priority for every eCommerce company. Based in Groningen (NL), she’s an international web performance speaker, RUM-advocate, and champion for women in tech. She serves as co-chair for the RUM W3C Group and as a board member of Mage-OS NL. She coined the term Sitespeed User Experience (SUX), because let’s face it, good SUX sells!

Katie Gallagher OBE is Managing Director of Manchester Digital, the independent industry body for Greater Manchester’s digital and technology sector and Chair of the UK Tech Cluster Group, representing regional tech organisations across the UK. For more than 15 years, Katie has worked with start-ups, scale-ups, major employers and government to support the growth of the tech sector. She has led the development of practical programmes addressing skills, diversity, talent and innovation, including Digital Her and Manchester Digital’s apprenticeship programme. Katie is the Government’s AI Champion for the digital and technology sector and co-chair of the Early Careers Jobs Alliance. She also sits on the Government’s Digital Skills Council, bringing the experience and priorities of regional tech businesses into national policy. She was awarded an OBE in the 2024 New Year Honours for services to the digital and technology industry in the North.

Mat O'Connor runs Actuate, a small ecommerce agency in Manchester working with Magento, Adobe Commerce and Shopify brands. Adobe and Hyvä partner. He's been in eCommerce since 2011 and has run a development agency since 2014. He co-organises and hosts Digital Clubhouse. 𝐌𝐚𝐭'𝐬 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐘𝐨𝐮 𝐜𝐚𝐧'𝐭 𝐬𝐞𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐩𝐫𝐨𝐛𝐥𝐞𝐦𝐬 𝐰𝐡𝐞𝐧 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐢𝐬 𝐨𝐧 𝐟𝐢𝐫𝐞". Many CRO programmes begin with testing: running experiments, waiting for statistical significance and implementing the winning variation. However, when a storefront is slow, the main barrier to conversion may be performance rather than page-level optimisation. In this talk, Mat shares two Magento case studies. At Helmet City, a motorcycle gear retailer, rebuilding the frontend on Hyvä reduced load times by four seconds, increasing conversion rate by 16% and engagement by 21% before any CRO testing began. Further optimisation on the faster site delivered an additional 9% conversion uplift. Mat also examines Willow & Hall, a made-to-order sofa brand that migrated from Magento 1 to Magento 2, achieving an 80% improvement in site speed and a 15% increase in sales. Attendees will learn how to identify whether frontend performance or testing is the main constraint on conversion, and the most effective order in which to address each issue.

Thank you Matt for joining us on stage as one of our panelists.

Matt Sims is a speaker, author and Managing Director of Ever-So-Lean. For more than 25 years, he has helped organisations improve performance through better leadership and continuous improvement, including senior roles with Amazon and Royal Mail and work with IHG Hotels & Resorts. Matt brings his experience from the mailroom to the boardroom into talks about how organisations learn, adapt and bring people with them through change. His approach is practical, honest and grounded in respect for the people doing the work. In 2025, Matt received three industry honours, including an award presented by HRH The Princess Royal. He is also the host of the multi-award nominated Ever-So-Lean Podcast.

Maxine Tremain is Head of Ecommerce at GENE and has spent over 14 years working with Magento and Adobe Commerce. She specialises in eCommerce strategy, product direction and turning complex business challenges into practical digital solutions. At GENE, Maxine leads a team of eCommerce Leads and Product Managers, as well as providing strategic eCommerce and Adobe Commerce leadership across clients. Her work spans product and roadmap strategy, discovery, solution design, technology and vendor selection, and ensuring eCommerce investments deliver genuine commercial value. With a particular passion for the intersection of technology, customer experience and business strategy, Maxine works closely with retailers to challenge, shape and evolve their eCommerce propositions, helping them get more from their technology and create better experiences for their customers. 𝐌𝐚𝐱𝐢𝐧𝐞'𝐬 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐖𝐡𝐚𝐭 𝐘𝐨𝐮𝐫 𝐞𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐑𝐨𝐚𝐝𝐦𝐚𝐩 𝐈𝐬𝐧'𝐭 𝐓𝐞𝐥𝐥𝐢𝐧𝐠 𝐘𝐨𝐮". Everyone thinks their initiative is the priority. So how do you decide what really makes the roadmap? Drawing on 14+ years of eCommerce experience across both client and agency environments, this lightning talk explores the challenges of prioritisation, stakeholder expectations and making the difficult call to say “not now”. Because a good roadmap isn't just a list of things to deliver; it's a clear view of what matters most, why it matters, and what you're prepared to leave out.

Phil Knight is Chief Digital Experience Officer at Haier Europe, shaping the digital experience across brands including Haier, Hoover and Candy. His remit spans eCommerce, digital platforms, CRM, connected products, smart home and the wider consumer experience, with a particular focus on turning digital transformation from a technology programme into a business transformation. Phil has spent much of his career leading digital change inside large, complex organisations, where the hard part is rarely the technology, but changing how the organisation thinks, prioritises and executes around the consumer.

Thank you Ryan for joining us on stage as one of our panelists.

Thank you Sam for joining us on stage as one of our panelists.

Sam Cameron is Co-Founder of CanDo Payments, a B Corp certified payments business helping UK businesses simplify how they take payments online, in person and over the phone. With a strong focus on ecommerce, Sam works closely with merchants, developers and technology partners to improve payment journeys, reduce friction and help businesses get more from their payment infrastructure. As a female founder in fintech, Sam has also spoken on a panel for Elavon, part of U.S. Bank, sharing her experience of building and growing a payments business in a traditionally male-dominated industry. Her particular area of interest is eCommerce payments, from checkout experience and fraud management to settlement, integrations and operational efficiency, and how the right payment setup can support both conversion and long-term growth.

Sanya Ristic is the Director of Innovation and Client Success at Illuminise, a leading Adobe Commerce and Magento agency. With 18 years at the company, she plays a key role in driving strategy and cultivating co-creative, long-term client partnerships. Combining a background in engineering with a strong foundation in communication, coaching, and leadership, Sanya is redefining how agencies collaborate with clients. Her leadership is rooted in empathy, trust, and experimentation - bridging high performance with authentic human connection. As a speaker, mentor, and change-maker, Sanya is passionate about empowering others to lead with greater courage, presence, and self-trust. Through talks at events including Meet Magento UK and Manchester Digital Ecommerce, she shares practical insights on co-creation, leadership transformation, and the power of Theory U as a framework for innovation and change. As a woman in a traditionally male-dominated industry, Sanya champions a relational model of leadership where emotional intelligence and strategic thinking work hand in hand. She is passionate about supporting women to grow in confidence, speak up more courageously, and lead in ways that feel authentic to them. 𝐒𝐚𝐧𝐲𝐚'𝐬 𝐭𝐚𝐥𝐤 𝐭𝐢𝐭𝐥𝐞 𝐢𝐬 "𝐅𝐫𝐨𝐦 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞 𝐭𝐨 𝐁𝐫𝐞𝐚𝐤𝐭𝐡𝐫𝐨𝐮𝐠𝐡: 𝐂𝐨𝐮𝐫𝐚𝐠𝐞𝐨𝐮𝐬 𝐏𝐢𝐯𝐨𝐭𝐬 𝐓𝐡𝐚𝐭 𝐒𝐩𝐚𝐫𝐤 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐆𝐫𝐨𝐰𝐭𝐡". This lightning talk explores how uncertainty, difficult decisions and disruption can become catalysts for business growth. Drawing on the experiences of Plaza Collection and Snowdon Timber, Sanya shares how openness to change, experimentation and decisive action created new commercial opportunities. The session examines how marketplace strategies, operational transformation and practical experience helped both businesses adapt, reach new customers and achieve year-on-year growth. Rather than following a perfect plan, each business progressed by testing new approaches, responding to change and moving forward without complete certainty. Attendees will gain practical examples of how flexibility, curiosity and a willingness to evolve can strengthen operations, open new channels and support sustainable growth.

An experienced eCommerce leader focused on evolving complex digital businesses while keeping customers at the heart of change. His work spans digital transformation, customer experience and the challenge of balancing ambitious long-term change with the realities of running and growing an established eCommerce operation.