The 3 Pillars of Modern Commerce

2. Convenience: Across websites and physical stores, many people make purchase decisions based on what's easiest. Retailers must provide convenient services, both online and offline, to maintain a competitive edge. Today, consumers expect to buy online and pick up in-store, or have an out-of-stock item delivered at no cost. In some cases, consumers are willing to pay more for trusted availability and convenience. Just think about the millions of subscribers to services such as Amazon Prime. To retain customers for life, think about how to make the consumer's buying journey as frictionless as possible.