Bridge The E-Commerce Chasm

By Sheila Dahlgren, Adobe

For all the bright spots in e-commerce, one challenge persists: Shoppers want to touch, feel, and try the merchandise before they buy. They want to touch the cashmere sweater or golf club in order to feel assured of their potential purchase. For e-tailers, this means they must empower shoppers and reduce the anxieties of buying online. In answering these challenges, e-tailers have turned to rich media applications, which have consistently proven their ROI for driving user engagement and, ultimately, conversion.