Online retailers have been offered advice for ecommerce solutions in a new report.
The study by Retail Systems Research found that innovations in web design, like featuring comprehensive reviews and video, should be embraced.
"Ecommerce winners will be the ones to invent something new, not track what customers tell them they want," the report says.
As more and more shoppers are going online, retailers can not afford to be lazy.
"Today, retailers can no longer assume that their sites are able to easily handle increased holiday volume or that customers will stick around to wait for a web page to load," the report adds.
"Delivering quality web experiences while using advanced web technologies is now a competitive necessity."
The report clearly thinks that innovation - and proper testing of that innovation - is the way forward in ecommerce solutions.
But isn't it better to have a simple website that lets users easily interact with a company, or will such a site look amateurish and affect sales?
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