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  "documentTitle": "Leading Online Shoppers Finish Line",
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      "text": "With so many variables, e-commerce sellers need to determine which customer requirements and technology enhancements are most critical to attracting shoppers and getting them to the finish line.",
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      "text": "Whereas 15-odd years ago most e-commerce shopping took place on a desktop, today approximately 70% of all transactions occur on a customer’s smartphone. The major platforms have fully democratized access to world-class e-commerce experiences with app ecosystems that enable any store to easily customize its site. Technology options from social media to augmented reality have exploded, and artificial intelligence (including generative AI) is becoming a bigger and bigger part of the shopping experience.",
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      "text": "Today, most businesses, whether large or small, have the option of leveraging any of a multitude of all-in-one commerce platforms instead of developing everything in house. As a result, sellers can concentrate on what they know best—the product, brand, and marketing—and rely on the technology provider to keep the engine up to date. Continuous updating, of course, is crucial at a time when technology continually offers new ways to shop.",
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      "text": "With so many variables, e-commerce sellers need to determine which customer requirements and technology enhancements are most critical to attracting shoppers and getting them to the finish line. Of course, what makes a shopper decide to buy a certain product depends on the individual’s state of mind, needs, and interests—but our findings indicate that a seller can influence the decision at each step of the shopper’s experience. In this report, we look at the multiple ways to achieve optimal engagement between shopper and seller.",
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      "text": "Here is what we’ve heard from sellers and e-commerce platform providers about the demands that they face:",
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      "text": "Technology continues to evolve as well. 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. Breakages and bugs were frequent.",
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      "text": "Most sellers desire customer journey analytics, SEO, and shipping integration plug-ins through their e-commerce provider.",
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      "text": "Every big corporation has a preferred method of reporting analytics that requires customized plug-ins.",
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      "text": "Sellers recognize that optimizing the mobile experience is difficult, so their goal is to make the process as simple as possible.",
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      "text": "It’s great when an e-commerce platform can show me who abandoned cart and why they abandoned cart.",
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      "text": "It’s great when an e-commerce platform can show me who abandoned cart and why they abandoned cart. — CCO at a national retailer",
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      "text": "1. Statista, Retail e-commerce sales worldwide from 2014 to 2026",
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