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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "This is a cover or introductory slide for a report by BCG and Shopify.",
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      "text": "As e-commerce continues to increase its share of overall sales activity, it is more important than ever for sellers to optimize the number of customers who buy merchandise when they visit the sellers’ site. In recent years e-commerce has grown and changed in irreversible ways. When the COVID-19 pandemic hit, commerce of all kinds—from sellers to distributors to manufacturers going direct-to-consumer or direct-to-business—moved to digital platforms. It became critical to invest in e-commerce and an enhanced digital experience. Today online shopping activity remains well above its pre-pandemic levels, years after the initial spike in usage that came in response to COVID-19. (See Exhibit 1.) Shoppers’ expectations have not returned to pre-pandemic levels either. Customers now expect a seamless, tailored shopping experience across channels and devices. They expect the online experience to offer them a wide range of merchandise, convenient access to details or instructions, and customer-friendly return policies. They expect a quick, frictionless payment process that accommodates the customer’s preferred payment system, whether it be basic credit cards, bank payments, or digital wallets.",
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      "text": "What Do E-Commerce Customers Want?",
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