There's one major difference between in-store shopping and ecommerce that really transforms the experience-human interaction. In-store, if someone decides not to buy an item, you can ask why. And you now have the opportunity to be proactive for your next sale, making changes in signage, display, or price-to name a few. However, with digital shopping, consumer interaction is nearly nonexistent, leaving you with a lot of guesswork about why a purchase wasn't completed.