If you ask e-commerce executives whether online shopping can overtake brick and mortar shopping, they will say yes. The growth rate is fast, the channel is the first choice of the all-important millennial audience in every segment, and most stores don’t know how to offer a shopping experience. Trust, taste and touch (the three T's) are integral facets in creating an engaging shopping experience that will resonate with consumers, regardless of channel. As trust, taste and touch are so important to consumers, we have not yet been able to convert in every category. Concurrently the online experience has to improve – think Zappos’ return policy or Fingerhut’s free surprise gift.

Source: Forbes April 17, 2017 10:52 UTC