User experience is what can make or break a website and is a fundamental part of ecommerce. Designers are developing numerous interactions and animations to modernise and simplify ecommerce shopping processes, while experimenting with user interface (UI) to enhance user experience (UX) for both customers and retailers.
Recognising how, why, and when consumers use various channels at different stages of the shopping process gives you insight into how your channels should ‘match’, how they should differ, and how they should work together.