Lauren Freedman

Lauren Freedman

SVP Digital Strategy & Chief Merchant, Astound Commerce


Lauren Freedman is a seasoned 24–year digital veteran, author of It’s Just Shopping, as well as a recognized and respected figure in omni-channel retail. Freedman is excited about the opportunity to build a global strategy practice for Astound Commerce, a full service digital agency working with top ecommerce platforms and a myriad of retailers. Her role will include both consulting to existing clients and prospects on the customer experience while simultaneously developing thought leadership through consumer research and merchant outreach.   

She founded the e-tailing group in 1993 after an extensive career as a buyer/merchandiser and her company evolved to be one of the premier ecommerce consultancies prior to their acquistion. She has a passion for merchandising that she parlayed as president of the e-tailing group, evangelists for merchandising and customer service best practices. Her company’s annual mystery shopping from mobile to omnichannel provide a comprehensive overview of cross-channel commerce, setting industry standards while simultaneously highlighting best practices and will now be part of a global mystery shopping effort on behalf of Astound Commerce.


Lauren’s subject matter expertise coupled with her candid and charismatic style make her a sought after speaker at conferences and a go-to-resource for the press.