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When major players like Nike, Amazon, and Walmart first built their e-commerce offerings a quarter of a century ago, they developed almost everything in house. In many cases, their e-commerce offering was a basic storefront with an open-source backbone or, if they were large enterprises that relied on big legacy technology vendors, customized software. This was the Wild West of e-commerce technology. Design, performance, and quality varied dramatically. 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null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:29.42+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "25162402-d0f1-4f56-ace3-011ade2bed2f", "parentComponentId": null }, { "bbox": null, "kind": "metric", "text": "Conversion Rate: 50.4", "attrs": null, "canon": { "kind": { "name": "Metric", "slug": "metric", "status": "active", "canonId": "019de52c-f923-73bf-8081-d0b1a8c5264d", "version": 1, "description": "Big-number or KPI value." }, "tool": { "name": "Quantification", "slug": "quantification", "status": "active", "bestFor": null, "canonId": "019dd9e1-47ab-72ce-a079-aab1f5299e88", "version": 1, "bodyDocId": null, "description": "Translating a claim into numbers, charts, or tables.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": "primary", "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 12:47:12+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-acb7-7670-8ece-19828ae0b962", "parentComponentId": null }, { "bbox": { "h": 0.12, "w": 0.43, "x": 0.06, "y": 0.44 }, "kind": "paragraph", "text": "Not only does using accelerated payment methods lift conversion by as much as 50%, but also simply offering them as an option can increase conversion. As an example, we found that Shop Pay’s presence in the conversion flow generates a conversion lift of approximately 5%. (See Exhibit 15.)", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:29.42+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "432b5d53-377d-4185-bff0-7f582f74881c", "parentComponentId": null }, { "bbox": { "h": 0.12, "w": 0.43, "x": 0.51, "y": 0.44 }, "kind": "paragraph", "text": "Similarly, a buy now, pay later (BNPL) option can increase both traffic and sales for stores with higher revenues and average order values. A BNPL offer seems to boost traffic for stores whose average order value exceeds $50, while stores with $1 million or more in revenue are likely to see spending increases. (See Exhibit 16.)", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:29.42+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "a253e1fc-6714-40a6-9be7-d9e940444641", "parentComponentId": null }, { "bbox": { "h": 0.02, "w": 0.15, "x": 0.06, "y": 0.38 }, "kind": "source-note", "text": "Source: BCG analysis.", "attrs": null, "canon": { "kind": { "name": "Source note", "slug": "source-note", "status": "active", "canonId": "23484952-494b-4a5e-b1ad-550d0d70e948", "version": 1, "description": "Attribution / source / caveat placed at the slide footer. 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(1) The buried claim: action titles place the conclusion on the page before any analysis is read, so a busy reader doesn't reverse-engineer it from the chart. (2) The spineless deck: because each title is a claim, slides have to ladder up to the governing thought; logical gaps become visible as topic-shaped titles in a sequence that no longer reads as a story.", "antipattern": "Topic labels disguised as titles — Volume by quarter, Key findings, Pricing strategy, Margins have been impacted. No verb, or a passive verb with no agent, or a fact (Revenue grew 12%) without the so-what. 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eye to one element above the rest of the slide.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 12:47:12+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-acb7-7670-8ecd-30f38898dadd", "parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.43, "x": 0.06, "y": 0.58 }, "kind": "chart", "text": "Total monthly unique visitors by AOV grouping", "attrs": null, "canon": { "kind": { "name": "Chart", "slug": "chart", "status": "active", "canonId": "019de52c-f9a0-76ef-adc6-0b859109d1f8", "version": 1, "description": "Quantitative chart." }, "tool": null, "subkind": { "name": "Grouped bar chart", "slug": "bar-grouped", "status": "active", "canonId": "019de52c-ff3b-751e-a8ff-f21ff11097b1", "version": 1, "description": null }, "framework": null }, "subkind": "bar-grouped", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:33.651+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "30204331-95de-4c16-a0cf-ad12733004dc", "parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.25, "x": 0.34, "y": 0.11 }, "kind": "chart", "text": "Conversion rate of sellers that offer Shop Pay vs those that do not (%)", "attrs": null, "canon": { "kind": { "name": "Chart", "slug": "chart", "status": "active", "canonId": "019de52c-f9a0-76ef-adc6-0b859109d1f8", "version": 1, "description": "Quantitative chart." }, "tool": null, "subkind": { "name": "Grouped bar chart", "slug": "bar-grouped", "status": "active", "canonId": "019de52c-ff3b-751e-a8ff-f21ff11097b1", "version": 1, "description": null }, "framework": null }, "subkind": "bar-grouped", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:33.651+00", "model": 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"parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.25, "x": 0.06, "y": 0.11 }, "kind": "chart", "text": "Proportion of stores with or without Shop Pay grouped by AOV (%)", "attrs": null, "canon": { "kind": { "name": "Chart", "slug": "chart", "status": "active", "canonId": "019de52c-f9a0-76ef-adc6-0b859109d1f8", "version": 1, "description": "Quantitative chart." }, "tool": null, "subkind": { "name": "Stacked bar chart (100%)", "slug": "bar-stacked-100pct", "status": "active", "canonId": "019de52c-ff14-71b8-8d88-860f8d7da84b", "version": 1, "description": null }, "framework": null }, "subkind": "bar-stacked-100pct", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:33.651+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "7885b2b0-413f-4686-a714-ecc6ccd7fb23", "parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.25, "x": 0.67, "y": 0.11 }, "kind": "chart", "text": "Conversion uplift when using Shop Pay grouped by AOV (%)", "attrs": null, "canon": { "kind": { "name": "Chart", "slug": "chart", "status": "active", "canonId": "019de52c-f9a0-76ef-adc6-0b859109d1f8", "version": 1, "description": "Quantitative chart." }, "tool": null, "subkind": { "name": "Vertical bar chart", "slug": "bar-vertical", "status": "active", "canonId": "019de52c-fe9d-70f2-b3b7-a9ae294f5917", "version": 1, "description": null }, "framework": null }, "subkind": "bar-vertical", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:33.651+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "7a54dffa-d14e-4c6e-9829-6c19f801cb49", "parentComponentId": null }, { "bbox": { "h": 0.03, "w": 0.4, "x": 0.06, "y": 0.88 }, "kind": "disclaimer", "text": "Sources: Internal Shopify data; BCG analysis. Note: AOV = average order value.", "attrs": null, "canon": { "kind": { "name": "Disclaimer", "slug": "disclaimer", "status": "active", "canonId": "91173477-d91f-4024-bbaf-d4f93e3f82dc", "version": 1, "description": "Legal/cautionary text that occupies most of the body of its slide." }, "tool": null, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:33.651+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "91388060-b2e1-4052-a149-76cf1ebd91b5", "parentComponentId": null }, { "bbox": { "h": 0.03, "w": 0.5, "x": 0.06, "y": 0.44 }, "kind": "disclaimer", "text": "Sources: Internal Shopify data; BCG analysis. Note: Results are significant at 0.05 level with robust standard errors. 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(See Exhibit 18.) We found loyalty incentives to be the most effective customizations across stores of all sizes, especially when stores are in their startup phase. 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Customization offered", "attrs": null, "canon": { "kind": { "name": "Legend", "slug": "legend", "status": "active", "canonId": "31361933-3d22-4c70-bbad-0801e9fffc0c", "version": 1, "description": "Color/symbol decoder placed adjacent to a chart or diagram." }, "tool": null, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:29.966+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "d8f53c9e-766e-4968-858a-bde83d60c13d", "parentComponentId": null }, { "bbox": null, "kind": "metric", "text": "Lower funnel conversion rate: 52.9", "attrs": null, "canon": { "kind": { "name": "Metric", "slug": "metric", "status": "active", "canonId": "019de52c-f923-73bf-8081-d0b1a8c5264d", "version": 1, "description": "Big-number or KPI value." }, "tool": { "name": "Quantification", "slug": "quantification", "status": "active", "bestFor": null, "canonId": "019dd9e1-47ab-72ce-a079-aab1f5299e88", "version": 1, "bodyDocId": null, "description": "Translating a claim into numbers, charts, or tables.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": "primary", "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 12:47:12+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-acb7-7670-8ecd-8beb8770b8d8", "parentComponentId": null }, { "bbox": { "h": 0.13, "w": 0.43, "x": 0.06, "y": 0.05 }, "kind": "paragraph", "text": "On average, our research found, customization has less impact on the smallest e-commerce sites, but produces a notable lift in lower funnel conversion for larger stores (those with revenues of $10 million or more). Most larger stores have at least one type of customization in their checkout flow. (See Exhibit 19.)", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:29.966+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "3d8911f1-42b1-42c1-81a6-36e53bcbca00", "parentComponentId": null }, { "bbox": { "h": 0.13, "w": 0.43, "x": 0.51, "y": 0.05 }, "kind": "paragraph", "text": "Performance, too, carries a great deal of weight in the shopping experience. Improved speed at every step correlates with higher conversion rates across most industries. Faster time to interactive enhances the total conversion rate, but this fundamental technical performance metric doesn't seem to make a major difference by the time a customer has demonstrated enough commitment to reach the lower funnel. (See Exhibit 20.)", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:29.966+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "9e64d28f-6442-42ef-97ec-1abddef9a2e9", "parentComponentId": null }, { "bbox": { "h": 0.03, "w": 0.65, "x": 0.06, "y": 0.67 }, "kind": "source-note", "text": "Sources: Internal Shopify data; BCG analysis. 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"parentComponentId": null }, { "bbox": { "h": 0.04, "w": 0.23, "x": 0.37, "y": 0.4 }, "kind": "legend", "text": "Fast, Moderate, Slow TTI scale", "attrs": null, "canon": { "kind": { "name": "Legend", "slug": "legend", "status": "active", "canonId": "31361933-3d22-4c70-bbad-0801e9fffc0c", "version": 1, "description": "Color/symbol decoder placed adjacent to a chart or diagram." }, "tool": null, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:32.751+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "e31e8892-7472-4e0e-991b-226da8d5214c", "parentComponentId": null }, { "bbox": null, "kind": "metric", "text": "Conversion Rate: 47%", "attrs": null, "canon": { "kind": { "name": "Metric", "slug": "metric", "status": "active", "canonId": "019de52c-f923-73bf-8081-d0b1a8c5264d", "version": 1, "description": "Big-number or KPI 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Starting from the moment the checkout experience begins, we have noticed a significant increase in the conversion rate when customers can complete the full checkout process in less than 90 seconds. If the process takes longer, the lower funnel conversion rate may decrease by around 47% on average.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:32.751+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "09bc8437-699d-4a56-a626-37007e8d8f79", "parentComponentId": null }, { "bbox": { "h": 0.05, "w": 0.45, "x": 0.06, "y": 0.45 }, "kind": "source-note", "text": "Sources: Shopify internal data; BCG analysis. Note: ms = milliseconds; TTI = time to interactive. 1 TTI range according to Google Lighthouse performance scoring.", "attrs": null, "canon": { "kind": { "name": "Source note", "slug": "source-note", "status": "active", "canonId": "23484952-494b-4a5e-b1ad-550d0d70e948", "version": 1, "description": "Attribution / source / caveat placed at the slide footer. 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(1) The buried claim: action titles place the conclusion on the page before any analysis is read, so a busy reader doesn't reverse-engineer it from the chart. (2) The spineless deck: because each title is a claim, slides have to ladder up to the governing thought; logical gaps become visible as topic-shaped titles in a sequence that no longer reads as a story.", "antipattern": "Topic labels disguised as titles — Volume by quarter, Key findings, Pricing strategy, Margins have been impacted. No verb, or a passive verb with no agent, or a fact (Revenue grew 12%) without the so-what. 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1, "extraction": { "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "at": "2026-05-02 19:39:32.868+00", "seconds": 5.663, "promptVersion": "v2-canon-conditioned" } }, "links": { "slide": "/slides/019dd923-5ca1-7489-b635-33d29840c676/26", "deck": "/decks/019dd923-5ca1-7489-b635-33d29840c676", "deckAnchor": "/decks/019dd923-5ca1-7489-b635-33d29840c676#slide-26", "deckJson": "/decks/019dd923-5ca1-7489-b635-33d29840c676.json" }, "components": [ { "bbox": null, "kind": "callout", "text": "Our model suggests that, on average, every second of delay in TTFB decreases overall conversion by ~0.14%.", "attrs": null, "canon": { "kind": { "name": "Callout", "slug": "callout", "status": "active", "canonId": "019de52c-f8d3-761a-8953-7d37080de5e2", "version": 1, "description": "Highlighted callout box." }, "tool": { "name": "Visual emphasis", "slug": "visual-emphasis", "status": "active", "bestFor": null, "canonId": "019dd9e1-474b-736b-a8eb-a794dd88241c", "version": 1, 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"framework": null }, "subkind": "bar-vertical", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:32.868+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "1e7b4de5-9f8f-47b4-bbe4-d7f40333eb8b", "parentComponentId": null }, { "bbox": null, "kind": "metric", "text": "conversion rate: -0.14%", "attrs": null, "canon": { "kind": { "name": "Metric", "slug": "metric", "status": "active", "canonId": "019de52c-f923-73bf-8081-d0b1a8c5264d", "version": 1, "description": "Big-number or KPI value." }, "tool": { "name": "Quantification", "slug": "quantification", "status": "active", "bestFor": null, "canonId": "019dd9e1-47ab-72ce-a079-aab1f5299e88", "version": 1, "bodyDocId": null, "description": "Translating a claim into numbers, charts, or tables.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": "primary", "groupRole": null, "confidence": null, "extraction": { 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They adjust their technology quickly and optimize their offerings to meet their customers' evolving needs.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:31.11+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "9155c624-0137-47c4-9bce-8ef091bcbadb", "parentComponentId": null }, { "bbox": { "h": 0.18, "w": 0.43, "x": 0.06, "y": 0.05 }, "kind": "paragraph", "text": "Operating a custom platform also requires a talent pool with expertise in product management, analytic and testing strategies, and design, among other key skill sets. The need to stay up to date in the rapidly changing e-commerce platform space is sometimes enough by itself to dissuade sellers from pursuing a custom-built tool. In our research, we found that the conversion rate at sites that use fully custom-built solutions is often worse than at sites that use a leading ecommerce platform. (See Exhibit 24.)", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:31.11+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "b0bebbc4-eed1-4e0e-96bd-9d6eb38f53e3", "parentComponentId": null }, { "bbox": { "h": 0.02, "w": 0.4, "x": 0.06, "y": 0.64 }, "kind": "source-note", "text": "Sources: Grips Intelligence; Shopify internal data; BCG analysis.", "attrs": null, "canon": { "kind": { "name": "Source note", "slug": "source-note", "status": "active", "canonId": "23484952-494b-4a5e-b1ad-550d0d70e948", "version": 1, "description": "Attribution / source / caveat placed at the slide footer. Numbered footnotes use attrs.numbered." }, "tool": null, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:31.11+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "3c0be3ba-df1a-4b33-8926-7463b9850fc6", "parentComponentId": null }, { "bbox": { "h": 0.06, "w": 0.88, "x": 0.06, "y": 0.263 }, "kind": "title", "text": "Exhibit 24 - Our Like-for-Like Sampling Indicates That Custom-Built Solutions, on Average, Underperform Leading External Commerce Solution Conversion Rates", "attrs": null, "canon": { "kind": { "name": "Title", "slug": "title", "status": "active", "canonId": "019de52c-f7dd-76d9-b848-b1f12bd85cf4", "version": 1, "description": "Slide title or headline." }, "tool": null, "subkind": { "name": "Headline", "slug": "headline", "status": "active", "canonId": "019de52c-fae1-7463-9a7c-d60668eced0d", "version": 1, "description": null }, "framework": null }, "subkind": "headline", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:31.11+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "8134d979-0ef1-4a16-95e5-69da12a7c8c9", "parentComponentId": null } ], "metrics": [ { "metricRaw": "Conversion rate", "numberRaw": "2.94", "numberKind": "plain", "actionTitle": "Our Like-for-Like Sampling Indicates That Custom-Built Solutions, on Average, Underperform Leading External Commerce Solution Conversion Rates", "calloutText": "Our Like-for-Like Sampling Indicates That Custom-Built Solutions, on Average, Underperform Leading External Commerce Solution Conversion Rates", "numberScale": null, "numberValue": 2.94, "metricFamily": "rate_catchall", "numberCurrency": null } ], "tools": [ { "tool": { "name": "Action Titles", "slug": "action-titles", "status": "active", "bestFor": "Any decision-grade deliverable — strategy recommendation, board update, investment memo, M&A review, post-mortem — where the reader is being asked to agree, decide, or act and will skim the title bar at speed.", "canonId": "019dd956-ac70-700b-a608-ba58e78f5dcc", "version": 1, "bodyDocId": "816dad3c-9983-41c1-a86e-978ebd582841", "description": "The McKinsey-bred discipline of writing every slide title as a complete declarative sentence with a verb and an insight, not a topic label. 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(1) The buried claim: action titles place the conclusion on the page before any analysis is read, so a busy reader doesn't reverse-engineer it from the chart. (2) The spineless deck: because each title is a claim, slides have to ladder up to the governing thought; logical gaps become visible as topic-shaped titles in a sequence that no longer reads as a story.", "antipattern": "Topic labels disguised as titles — Volume by quarter, Key findings, Pricing strategy, Margins have been impacted. No verb, or a passive verb with no agent, or a fact (Revenue grew 12%) without the so-what. Also: titles that overreach the chart's evidence, multi-claim X-grew-but-Y-fell welded titles, and mechanical repetition of the same X-drove-Y template across the deck.", "cardinality": null, "narrativePurpose": "Forces the deck to carry its argument in the title bar so a senior reader can extract the recommendation without opening a single slide; converts a binder of topics into a navigable pyramid where every slide is a node defending the apex." }, { "tool": { "name": "Unexpected Pattern", "slug": "unexpected-pattern", "status": "active", "bestFor": null, "canonId": "019dd956-bc0f-71af-8d32-3c1a2da38c40", "version": 1, "bodyDocId": null, "description": "Breaking a pattern to create surprise and attention", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Storyteller", "layer": "slide", "agents": [ "Storyteller" ], "matchId": "019dd95a-13ee-7068-978f-f616d3a07974", "evidence": "Counterintuitive that custom builds underperform commercial platforms.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 78, "extraction": { "at": "2026-04-29 13:07:32.593757+00", "model": "claude-legacy", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 31, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null } ], "frameworks": [], "arcBeats": [ { "to": 31, "arc": { "name": "The Consultant's Gambit", "slug": "consultants-gambit", "status": "active", "bestFor": "Business cases, project proposals, strategic recommendations", "canonId": "019dd956-5e0a-73c8-b305-81c38c959e9c", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Situation & Context -> Problem & Complication -> Solution & Approach -> Evidence & Proof -> Impact & Next Steps", "description": null, "familyLabel": null }, "from": 16, "name": "Evidence & Proof", "beatId": "019dd95a-0702-74a3-87dd-6bb4c09efa76", "matchId": "019dd95a-0543-7581-99ae-47ea91371eb3", "beatType": { "name": "Evidence & Proof", "slug": "consultants-gambit-evidence-proof", "status": "active", "canonId": "019dd9b8-07b1-7688-8e1e-7637fec3802a", "version": 1, "description": null }, "evidence": "Per-area exhibits 10-20 + Platforms divider with build-vs-buy hypothesis test.", "position": 4, "isPrimaryArc": true, "parentBeatType": { "name": "Evidence", "slug": "evidence", "status": "active", "canonId": "019dd9b8-03f9-772a-b84a-4f07b415b77a", "version": 1, "description": "A dedicated proof beat exists in only ~4 arcs (Gambit, Sequoia, AIDA, Monroes). 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Our available external data set focuses on overall session conversion rate, defined as Overall CVR = Total number of sessions with order completed / Total number of sessions. This metric establishes a baseline from which individual variables can be isolated to determine impact on overall or lower funnel rate.", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:32.222+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "440c50e3-7331-447e-91d9-49cc3d6718ed", "parentComponentId": null }, { "bbox": { "h": 0.08, "w": 0.55, "x": 0.36, "y": 0.35 }, "kind": "list", "text": "Lower funnel conversion rate is the metric that Shopify most commonly uses to measure the success of checkout flow. This metric enables us to more easily identify the impact of individual variables on checkout success.", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:32.222+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "4def35aa-0db5-4c4e-a2bc-cebf5e7de459", "parentComponentId": null }, { "bbox": { "h": 0.15, "w": 0.5, "x": 0.06, "y": 0.62 }, "kind": "list", "text": "Large sellers: More than $10 million in annual sales\nMedium sellers: From $1 million to $10 million in sales\nSmall sellers: From $50,000 to $1 million in sales\nVery small sellers: Less than $50,000 in sales", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:32.222+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "98281ba3-72f9-4a2c-bfea-578f274ccbd6", "parentComponentId": null }, { "bbox": { "h": 0.06, "w": 0.88, "x": 0.06, "y": 0.04 }, "kind": "title", "text": "Appendix Exhibit 1 - 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Cart characteristics (mobile/desktop used, distinct items, total number of items, time for checkout, session time, etc.). Website fluidity (median time to first byte). Apps (binary flags and counts for apps installed from the Shopify app store, with internal and custom category tags).", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:39:31.936+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "0a773dc9-2bec-41a4-bca0-28f99ec89be0", "parentComponentId": null }, { "bbox": { "h": 0.45, "w": 0.45, "x": 0.07, "y": 0.12 }, "kind": "list", "text": "Exploratory data analysis: We performed visualization of raw data as a further robustness check for the modeling. 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Today, we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholders—empowering organizations to grow, build sustainable competitive advantage, and drive positive societal impact. Our diverse, global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change. BCG delivers solutions through leading-edge management consulting, technology and design, and corporate and digital ventures. 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