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This presentation is from a talk done at eComTeam 2015 in Brasov, Romania.
Ecommerce is so far falling short of its potential to help customers improve their lives by more confidently discover, evaluate, and purchase products. This helps explain why ecommerce customer satisfaction has fallen year on year.
The issue is further compounded by the move to mobile device use which requires more simplicity and background technological assistance, and a cultural move to focus on high-value activities by eliminating or automating tasks that are stressful or time-consuming.
In particular online clothing purchases can improve: Due to mostly poor fit information, and materials/construction specs, purchasing clothing and shoes online is difficult.
Frequently, items need to be returned: This incurs a time cost for the purchaser and a financial cost for the seller with time, free delivery, and often free returns.
Fantastic for package delivery companies, but not for the industry.
Some technologies are being developed or maturing that will help with these issues, or the 'long tail' problem of clothing eretail:
"The inability to confidently discover new fashions based on affinity, current trends and an element of delightful surprise, that are sure to fit and can be delivered to any location globally."
The problem is already (mainly) solved for books, sporting goods, media and so on.
It will soon be resolved for clothing, driving an uplift in online spend and customer satisfaction.