• Why eCommerce Friction is a Good Thing

    10 days ago - By Business 2 Community

    The holidays are right around the corner, which means it's prime-time for shopping, both in-store and online.
    So, when you see more traffic coming your way, what's the instinctive response? If you're like most retailers, the number one answer is to reduce friction in the customer experience. However, it may not really be that simple.
    Let's take a closer look at eCommerce friction and see if there is a better answer to the question.
    What is Friction?
    In the most general sense, the customer journey begins with awareness of a product, and ends with a purchase.
    “Friction” describes any point...
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