During a fireside chat at Total Retail Tech in Atlanta last month, Priya Buening, vice president, U.S. e-commerce at Levi Strauss & Co., detailed how the apparel brand has doubled its e-commerce business over the past five years. Buening was interviewed by Joe Keenan, editor-in-chief of Total Retail.

Levi's e-commerce business has grown from 5 percent to 10 percent of total net revenue and achieved 12 consecutive quarters of global double-digit growth. At the heart of this growth is a clear, focused digital strategy. Buening breaks down the brand’s three-pillar approach to sustained e-commerce success. From improving site reliability and mobile UX to expanding into lifestyle categories beyond denim, to delivering greater personalization at every touchpoint, she shared how Levi’s is blending heritage with innovation to win over today’s digital shoppers.

This video includes practical insights into how a legacy brand such as Levi's can drive modern growth through disciplined execution, cross-functional collaboration, and a relentless focus on the customer. Whether you’re scaling a digital platform or revitalizing your brand online, this session offers a compelling road map for sustainable e-commerce momentum.