Charles Nicholls

Chair DX Academy, researcher, speaker and media commentator. Co-founder and CEO SimplicityDX.

Charles Nicholls is a veteran of the ecommerce space having studied how consumers shop online for more than 20 years.

He chairs the DX Academy, a think tank that researches how consumers buy online across channels, devices and social media.

DX Academy reports include the annual State of Social Commerce report which tracks how shoppers use social media as part of their buying journey, and how consumer buying preferences are changing over time.

Media Commentator & Writer

Charles is a commentator for many industry publications on topics ranging from ecommerce strategy, artificial intelligence, customer experience, social media, conversion optimization, marketplaces, customer acquisition, personalization and merchandising to name but a few!

He has authored multiple research papers and books and published more than 100 articles in industry publications over the last 15 years. A list of published articles written by Charles can be seen here.

Take a look at this media interview with Daniel Burnstein of Marketing Sherpa from a couple of years ago to get a sense of Charles' data driven approach.

Research based speaking engagements

Charles Nicholls is an accomplished presenter who captivates audiences with rich data storytelling bringing fresh insight into how consumers buy, and translating it into practical steps for brands and retailers. He has presented research findings and chaired customer panels at many industry conferences, from leading small customer workshops to mainstage presentations to many thousands.

Conferences include NRF,, eTail, Retail Innovation Conference, Conversion Conference and multiple ecommerce platform user conferences including Adobe, SAP and Salesforce.

Primary Research

Every year the DX Academy interviews many thousands of online shoppers to understand how and why they buy. This data brings independent fresh insight to any event.

Thought Leadership

Charles excels at turning raw buyer behavior data into compelling business stories that executives and managers can connect with and turn into revenue generating strategies.  

Independent Speaking

Contact us to explore having the DX Academy speak about buyer behavior at your next event, chair a customer panel, lead a debate or feature on a podcast.

“This was hands down the best session at the conference”


Etail East August 2023

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