Cart abandonment can be driven by a variety of factors. But while so much time is spent by ecommerce businesses agonising over improving user experience to boost conversion rates, all too often the critical ingredient of human interaction is missed. In a traditional shop, personal service is often what sets an outlet apart. The customer feels good, and as a consequence both sends more money and recommends the shop to people within their network. How many online retailers have still yet to adopt live chat backed by professional live chat operators as a channel to offer onsite human interaction and customer support?

By Andy Soloman
In today's ZMOT world, online shoppers are easily distracted and cart abandonment is common. People are often less brand loyal than ever before and will be spending time reading reviews, comparison shopping and listening to what others are saying via social media channels.