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E-commerce software providers like Shopify have made opening an online store as easy as just a few clicks. But simplicity has its downside.
“There’s a lot of sameness in e-commerce out there and the typical buying funnel is still relatively unchanged from the invention of e-commerce,” said Kelly Goetsch, chief strategy officer of e-commerce software firm Commercetools. “What we’re now seeing is folks really wanting to differentiate, and they want to invest their money in…
