Today’s consumers are often overwhelmed when shopping online. Many commerce websites have become overly saturated, with too many choices and little or no personalization. This is particularly true for purchases like home and office furnishings which must match the individual tastes and needs of the shopper. Also, more consumers—Generation Z and Millennials in particular—are using handheld mobile devices to communicate, shop, and make purchases and payments on messaging platforms like Facebook Messenger, WhatsApp, and WeChat. The conversion rate for e-commerce websites, or the percentage of visits that resulted in a transaction, has remained well below 3% in 2017 and 2018. Conversion rates for mobile commerce are even more anemic, lagging e-commerce rates at nearly half the rate of desktop. The missing piece is the right mix of human assistance with digital automation across web and mobile channels to ensure a positive and tailored anytime, anywhere experience.
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