"Now, stay and buy": Léa Moraly (Soeur) on checkout, data, and the end of the black box.

Interview by Matthieu Stefani at Qomit Live, Monday 22 June 2026.
Léa Moraly leads digital and e-commerce at Soeur.

Matthieu Stefani: For those who don't know Soeur, what's the brand's DNA?

Léa (Soeur): A brand that's almost 20 years old, founded by two sisters, with one of them still leading creation today. What sets us apart is that we are driven by product and image, not by marketing. That's fairly rare in our price range, where you tend to find finance or marketing profiles at the helm. A lot of brands have forgotten that people come to buy a product, not just a brand. For us, creation comes first.

Matthieu Stefani: What has changed in how your customers behave?

Léa (Soeur): There's far more volatility than before. In France and abroad, competition is fierce, spending power is down, and acquisition is getting harder and more expensive. So the math is simple: I've managed to attract the customer, and that already cost me a lot. Now the whole point is that she stays and she buys. Conversion and retention have become the core of our roadmap.

Matthieu Stefani: And where does checkout fit in?

Léa (Soeur): It was a black box. On Shopify it worked perfectly well, I won't say otherwise. But I could see my conversion rate without being able to act on it. We tracked the data just thinking: here's what I'd love to do, and here's what I can't. Yet that's exactly where it all comes down to, on the final page, where the commitment happens.

Matthieu Stefani: Is that what you came looking for with Qomit?

Léa (Soeur): Exactly. Being able to work on CRO all the way to the last page, which we couldn't do before. And to be clear, the idea is not to clutter the checkout, quite the opposite: I care about a clean, uncluttered site. The idea is to bring the right reassurance at the right moment, right where a customer hesitates. The right information, for the right person, at the right time.

Matthieu Stefani: You have a small team. How is AI changing your day to day?

Léa (Soeur): Enormously. I don't have the luxury of putting someone on a single analysis for a week. Today, with AI, what used to take me three weeks takes a few hours. I haven't slept since I got Claude, because the range of what's possible feels endless. It takes time to frame properly, but the ROI behind it is fantastic.

Matthieu Stefani: A concrete "aha" moment?

Léa (Soeur): Returns. I pulled an analysis over five years, by category and by product, to spot the ones with return rates so high that we actually lose money selling them. Something we had been flagging for years without ever making it tangible. Presented to the leadership team, it was a real wake-up call. Today my creative director tells her teams: whatever you do, not too oversized, or we'll get returns. Winning a point or two on the return rate is revenue straight to the bottom line. That's the real value of data: helping you decide, fast, on what matters.

A big thank you to Léa Moraly (Soeur) and Matthieu Stefani for joining us and for such a candid conversation at Qomit Live. These are the exchanges that spark the best ideas about the future of commerce.