Don’t forget the human element in digital commerce
Much of the innovation in commerce technology over the better course of the past two decades has been focused on removing “friction” from the buying process. Whether we are talking about online e-commerce, or in-store, etc. – technology has been developed to empower the consumer to make choices and complete purchase activity in an unfettered manner.
As the web, and now mobile, become ubiquitous tools for the everyday buyer – this initial automation phase...