The past two years-plus have resulted in significant shifts in consumer behavior. One primary example is the rapid acceleration of a long-standing trend: more consumers opting to shop via digital channels, including on mobile devices and social media platforms.

As a result of consumers’ increasing penchant for shopping online, the e-commerce landscape
has become hypercompetitive. Retailers are investing significant resources in driving traffic to
their websites through a combination of channels (e.g., search, social, email, SMS, etc.), yet far too
often that traffic isn’t converting once on a store’s site. Coinciding with the rise in online traffic are
shoppers’ expectations for seamless, quick and easy purchase experiences. And if a retailer can’t
meet shoppers’ high expectations, they’ll simply move on to one that can.

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