A poorly designed UI at an E-commerce site can doom that site as online shoppers look to competing vendors with spiffier UIs just a click and a URL away. For example, trained agents were the only people interacting with reservations systems prior to Web-based services such as the Internet Travel Network. Maybe voice-recognition software will totally automate this, but we don't really see an end to this development. The challenge is really twofold, encompassing both navigation and content issues. While letting users wander through an online store at will may be the goal, it generates a slew of issues that companies must accommodate in their back-end operational systems.
Inventory management is one example.
In a store, an abandoned shopping cart is easy to spot and the cart's contents can be restocked and made available to other shoppers. Online, however, an abandoned shopping cart isn't so easy to identify. The online shopper may or may not return to complete t he purchase. Emphasizing infotainment When it comes to actual E-commerce content, a company's concern and the reseller's challenge is more straightforward than with UIs. Much of what companies want to display to end users was not originally designed for their consumption.