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  "documentTitle": "Leading Online Shoppers Finish Line",
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      "text": "However, a custom platform is not necessarily the right strategic choice for every business—or every large retailer. Initial factors that should go into a build-or-buy decision include issues of time to market, opportunity costs, user enablement, market differentiation, and the scale that an out-of-the-box provider can offer. (See Exhibit 23.)",
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      "text": "Beyond weighing these initial factors, each seller must critically examine its personnel to ensure it has the talent needed to build and maintain any solution. Even some very large sellers don't have the engineering capabilities or other professional resources necessary to continually optimize a custom platform. Maintaining such a platform requires an in-house team of talented engineers to \"keep the lights on\" and continually optimize for the future. These engineers will need to complement one another with varied skill sets—and they'll need to keep upskilling to continue to be a best-in-class team as technology changes. Finding such high-level talent can be difficult, and the costs can be prohibitive.",
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      "text": "Source: BCG analysis.",
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      "text": "Exhibit 23 - Five Dimensions to Weigh When Considering a Build-vs-Buy Path",
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