Ascend Australia
May 15, 2025
Registration is closed
37.8202° S, 144.9556° E
Melbourne, Hyatt Centric
Why attend?
Ascend 2025 will equip you with intelligence and innovation to expertly navigate ecommerce risks, act decisively, overcome challenges, and seize new opportunities. You will:
- Discover how other merchants reclaim control over their ecommerce experience by leveraging data-driven insights to craft intentional, strategic customer journeys
- Learn why collaboration with other merchants is critical to strengthen collective defenses against fraud and combine diverse data sources for more nuanced, proactive, and accurate risk assessment
- Master best practices to make accurate and adaptive fraud decisions while minimizing friction and improving the customer experience

Agenda
Registrations and coffee
Plenary sessions
Welcome to Ascend Melbourne 2025
Ecommerce uncharted: Growth, risks, and opportunities
More than ever, businesses need to balance profitable growth with managing complex risks in a rapidly evolving ecommerce landscape. What do merchants need to unleash growth with confidence in this environment? This session will introduce strategies underpinned by brand new technologies to optimize revenue, safeguard profits, and unlock new pathways to success.
The enemy of my enemy: Uniting against fraud in the age of AI
As fraud becomes more sophisticated, organizations must leverage as much insight and data as possible to stay ahead and mitigate fraud and policy abuse. No sector is entirely immune, making it essential to have deep insights into potential threats, and to develop proactive strategies to mitigate risks. In this session, we’ll take a look at the best ways to leverage data to gain deep insights into fraud patterns, as well as how to use this knowledge to develop effective prevention strategies. With the right knowledge and proactive approach, we can stay ahead of fraudsters and protect both our organization and our customers.
Balancing risk and growth: A fireside chat on elevating customer experience through smarter fraud management
Hear from Andrew Booth on how Cotton On transformed its approach to fraud prevention to unlock new growth opportunities. By shifting away from outdated, manual systems, the team was able to reduce friction for customers, ease pressure on internal teams, and confidently expand into new markets. This conversation will touch on how smarter fraud strategies can remove internal roadblocks, improve cross-team alignment, and ultimately create space for better customer experiences and business growth.
Coffee break
Elevating ecommerce: Innovative ways to boost your conversions
Ecommerce is evolving in new and uncharted ways, and balancing fraud prevention with customer satisfaction is critical for sustainable growth. This keynote will explore how effective fraud prevention isn’t about creating barriers, but about enabling seamless, secure experiences for legitimate customers. With customer acquisition and retention more vital than ever, we’ll take a close look at the strategies that can help you mitigate risks while fostering trust and loyalty. Discover how merchants can reclaim control over the ecommerce experience by leveraging data-driven insights to craft intentional, strategic customer journeys that align with business goals and elevate the customer experience.
Combating the $103 billion omnichannel returns and claims abuse problem
With returns fraud soaring to $19 billion in first-world countries, being prepared for the evolving threats of omnichannel return fraud has never been more crucial for retailers. Join us for a discussion where we will tackle the pressing issue of omnichannel return fraud. Discover how fraudsters exploit vulnerabilities in the return process, taking advantage of loopholes that can lead to significant losses for retailers. Our experts will share strategies for how AI is now able to effectively identify high-valued customers versus serial return abusers, both online and in-store, while ensuring a seamless shopping experience. You’ll leave this session equipped with the knowledge to resolve the true identity of a good consumer and adapt your return strategies to improve loyalty while protecting your shop.
Lunch
Optimizing security and customer experience with advanced fraud prevention
In an era where fraud threats continue to evolve, businesses are investing heavily in advanced fraud prevention strategies to protect their operations and customers. This panel will explore the key challenges organizations face, such as identifying critical problems to solve, optimizing internal processes, and improving efficiency with external fraud prevention solutions. We’ll also discuss the financial impact of these technologies and their influence on the customer experience, offering insights into striking the right balance between security and seamless service.
Scaling securely: A fireside chat with Forever New
What does it take to grow a global fashion brand without compromising on customer experience or security? In this candid conversation, we’ll sit down with a leader from Forever New to explore how the retailer is navigating the challenges of ecommerce expansion, fraud prevention, and operational efficiency. Learn how Forever New partnered with Riskified to improve order approval rates, reduce friction at checkout, and enable sustainable, cross-border growth. Whether you’re scaling your own ecommerce operations or looking to fine-tune your fraud strategy, this session offers practical takeaways and strategic insights from a brand that’s done it successfully.
Networking Break
Round Table Discussions
Luxury and logistics: Fraud trends in fashion ecommerce
High-value goods and fast-moving inventory make fashion a prime target for fraudsters. This discussion will explore the latest fraud tactics impacting fashion brands and retailers, from friendly fraud to return abuse. Attendees will share approaches to distinguishing bad actors from valuable customers and leveraging fraud intelligence to drive long-term profitability.
High-tech, high-risk: Safeguarding electronics ecommerce
Electronics retailers grapple with supply chain fraud, high-value chargebacks, and sophisticated fraud rings. This session will delve into proactive fraud detection strategies that minimize losses without slowing sales. Participants will discuss best practices for verifying high-risk transactions, getting ahead of policy abuse, and securing the end-to-end purchase journey.
Omnichannel industry roundtable: aligning digital and physical fraud defenses
Retailers operating across ecommerce, brick-and-mortar, and marketplaces face a complex, interconnected threat landscape. In this roundtable, merchants will explore how to unify fraud prevention across every channel and customer touchpoint. Whether selling supplements, auto parts, or smart home tech, participants will share insights on creating consistent, real-time risk strategies that power growth wherever customers choose to shop.
Cocktail and Networking with Piano Duel
Join the global community
Ascend 2025: A vibrant city setting
Hyatt Centric Melbourne
Ascend 2025 will bring guests to the centrally located Hyatt Centric on Downie Street in Melbourne’s CBD. It is just minutes from Docklands and Southbank precincts — and did we already mention? The 25th-floor bar is the place for networking, signature cocktails and stunning views across the Yarra River.
FAQs
What is the dress code?
The dress code is business casual. Best to layer up to be comfortable in Melbourne's Autumn!
How do I get to the hotel from the airport?
You can reach Hyatt Centric using rideshare apps such as Uber, taxi, or airport shuttles.
The venue is close to tram stops and Flinders St train station.
Is there parking at the venue?
You have two options:
- The nearest paid parking is at Secure Parking (522 Flinders Ln), which is 50m from Hyatt Centric
- The venue provides valet parking options