E-commerce: Emerging Trends to Act On

* User generated content: Customers prefer to get messaging from other customers rather than from merchants, Herrati said. Allowing on your site such user generated content as forums or customer reviews allows customers to tell each other what they love about your products. Although it opens the door to negative content, Herrati suggested that merchants not censor or edit this feedback. A variety of opinions provides credibility, he said, and it’s always beneficial to use negative feedback to improve on what may be wrong.