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  "documentTitle": "Leading Online Shoppers Finish Line",
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  "notes": "The chart highlights that custom-built solutions underperform compared to established platforms.",
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      "text": "Our Like-for-Like Sampling Indicates That Custom-Built Solutions, on Average, Underperform Leading External Commerce Solution Conversion Rates",
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      "text": "Although many e-commerce platforms can be customized to meet different needs, sellers must critically examine and question each provider's expertise to determine which one seems best able to meet the needs of their particular store. In evaluating whether to build or buy, where to buy, and what optimizations to make thereafter, sellers need to understand how each factor may impact their particular business, both in isolation and in combination with the full package of features. The best e-commerce companies in the world test and learn frequently. They adjust their technology quickly and optimize their offerings to meet their customers' evolving needs.",
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      "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.)",
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      "kind": "source-note",
      "text": "Sources: Grips Intelligence; Shopify internal data; BCG analysis.",
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      "text": "Exhibit 24 - Our Like-for-Like Sampling Indicates That Custom-Built Solutions, on Average, Underperform Leading External Commerce Solution Conversion Rates",
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