By Agnieszka Girling, Director of Product Strategy
The commoditization of e-commerce experiences is an industry-wide phenomenon, to the point where even the patriotic use of red, white and blue doesn’t make much difference.
The sites miss obvious opportunities to articulate their brand values or provide deeply engaging user experiences, a sense of wonder and exploration. Perhaps retailers are hesitant to invest in a great user experience, given low stickiness of online users – after all, it is possible that in search for a better price users will abandon a no-matter-how-compelling online experience in favor of another e-retailer who carries the same goods at a lower price. But without developing compelling experiences, isn’t that a self-fulfilling prophecy?
So why should retailers care to differentiate their online retail experiences?