Reduce Friction and Win at E-commerce? Build the Right Foundation

Not too long ago I talked with Darin Archer, CMO of ElasticPath about the challenges companies were up against when creating content-rich ecommerce experiences. But this is only one piece of the story for B2C companies. With so many choices available, consumers are picking their brands and retailers and sticking with them – assuming the experience is good enough.

Archer talked about the experience commerce sites like Amazon or Walmart provide and why so many consumers love them. It’s about reducing what he called “friction points.”