What can we do about it? The answer lies in innovation. New technologies are emerging that are reducing friction and driving engagement in the ecommerce experience. For example, AR (augmented reality) is being used to enhance the online shopping experience by allowing customers to see products in 3D and in their own homes before making a purchase. This technology is reducing the frustration of searching and discovering products, and increasing the likelihood of a successful purchase. Additionally, chatbots and virtual assistants are being used to provide personalized customer service and support, reducing the need for customers to navigate multiple points of frustration during the checkout process. These innovations are not only improving the customer experience, but also driving engagement and loyalty. As Carolina Arguelles of Snap, Inc. said, "Where there is friction and challenges, there is room for innovation and disruption."
