London, 24th February 2026
Intent in a (bigger) tent
A free event designed to help brand-side eCommerce leaders find growth through new perspectives. All in a biggest tent we could find in London. (Yes, it's the O2).
What it’s all about
350 eCommerce people sharing ideas in a tent
We're throwing a second, completely unique summit talking about eCommerce Intent. And insights. And impact. And it’s all in a tent. (Seriously).
But intent isn't just about getting a new perspective. It's about appropriateness and relationships. And we approach everything about our event with this in mind.
The whole thing is free, and tickets are by application for people working at ecommerce brands only. This means you'll spend the day at tables with people who share your challenges and interests. What better way to solve your problems than together, inspired by unexpected speakers and expert moderators?
But intent isn't just about getting a new perspective. It's about appropriateness and relationships. And we approach everything about our event with this in mind.
The whole thing is free, and tickets are by application for people working at ecommerce brands only. This means you'll spend the day at tables with people who share your challenges and interests. What better way to solve your problems than together, inspired by unexpected speakers and expert moderators?
01
Like a wedding,
not a work thing
not a work thing
We're bringing together our people for a celebration of something we all love: finding a new edge. Note: If you're open to thinking (and doing things) differently, then you are "our people". Come meet others like you. You'll fit right in.
02
It‘s all about the
people in the tent
people in the tent
You know how we go on about stages? Well, the stage isn't what matters here. The talks will be excellent, but just wait for the conversations. We'll curate your table to make sure you meet people with the same goals.
03
For eCommerce
operators only
operators only
The only way this works is if we get enough of the right people together. So you need to be experienced and at a brand to get one of the 350 tickets. But while you will need to contribute to the conversation, it is totally free.
04
Critical thinking, friendly space
We want you to think differently about your eCommerce strategy. So you can do more with less. So you can find value that others overlook. You’ll learn how to do just that, by seeing how others are taking a new approach.
Join us (for free) on 24/02/2026
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Keynote speakers
Speakers to get you thinking different
Ian Graham, ex-Research, Liverpool FC
Colette Laxton, Founder, The Inkey List
Aron Gelbard, Founder, Bloom & Wild
Mark Rushmore, Founder, SURI
Final speaker, to be announced soon
Ian Graham, ex-Research Director, LFC
Colette Laxton, Founder, The Inkey List
Aron Gelbard, Founder, Bloom & Wild
Mark Rushmore, Founder, SURI
Final speaker, to be announced soon
Our speakers will be sharing how they found value others overlooked. From brand founders to pioneers who have absolutely nothing to do with selling stuff online, they are here to inspire. To help you find new ways to grow.
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Timings
The agenda on the day
11am
Doors, tea & coffee ☕️
Say hello to your friends, then find your table to make some new ones.
11:30am
Welcome to the era of intent-based eCommerce (and the tent)
A warm hello, plus an insight into how the Made With Intent team see the future of our industry and our product.
12pm
Ian Graham's keynote + Q&A
Skill, luck & strategy: How analytics won the Premier League
Football, like sport in general, is a combination of skill and luck. Failure to understand the difference between them is lethal to a team’s long-term health. I think the same is true in digital business. To succeed, and to make your skill matter more than your luck, you have to ask: “where can we make the greatest impact?" Even if answering that question may mean doing things differently to how they've been done before. I’ll show you how we did this with data in football and how you might think about answering it in eCommerce.
Football, like sport in general, is a combination of skill and luck. Failure to understand the difference between them is lethal to a team’s long-term health. I think the same is true in digital business. To succeed, and to make your skill matter more than your luck, you have to ask: “where can we make the greatest impact?" Even if answering that question may mean doing things differently to how they've been done before. I’ll show you how we did this with data in football and how you might think about answering it in eCommerce.
1pm
Lunch is served 🍱
And it’ll be delicious. We'll also be running 2 live demos if you're hungry (I'm so sorry) to know more about our product.
2pm
Colette Laxton's founder talk + roundtable #1
Our first founder will step up to share their story, then you'll discuss it with your table mates. Topic announced soon.
2.40pm
Aron Gelbard's founder talk + roundtable #2
You’ll swap tables to meet new people, then our second founder will take the stage. Topic announced soon.
3.20pm
Take a break 🖤
Only 10 minutes mind. We've got more lined up and you'll need to find your final table.
3.30pm
A Made With Intent x Bloomreach customer story
A shared customer will show everyone how intent makes their experiences more impactful and more human.
3:50pm
Mark Rushmore's founder talk + roundtable #3
Our third and final founder will take the stage, giving you one final chance to discuss the details with your peers. Topic announced soon.
4:30pm
Take another break 🖤
20 minutes this time. We've all earned it. Just get back to your table in time for the big finale.
4.50pm
Closing keynote, announced soon
No spoilers. Our speaker prefers to call them wings anyway.
5:50pm
- 9pm
- 9pm
Close, dinner & more drinks 🍹
And this is a proper sit down meal. Just you wait. While we've got to be out by 10pm, we'll probably head out to somewhere else before. Whether that's your bed or a bar is up to you.
Venue
The O2. In London.
(It‘s the biggest tent we could find)
Apply for a free ticket
We have 350 spaces for people at eCommerce brands only. Get on the list while you still can.
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Indigo Room,
O2, London
24th February, 2026
eCommerce brands only. Limited availability.
Our lovely sponsors
What people said about Intent in a tent, 2025
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“A great event, full of insights, different perspectives and best of all, a group of smart people looking to make meaningful progress.”
Intent in a Tent. Phwoar, what an event 👌. I knew they were on to something, but it completely surpassed my expectations.
“Some might call me a fan...some might even say super-fan...but let’s be honest, who wouldn’t be after an event like that?””
“Ecommerce events...too many sales pitches, death by slides and limited time for networking. Today, however, Intent in a Tent really changed that view for me.”
