> In 1995, I came up with the technology for those chat windows that pop up on websites. An e-commerce site is a tool to sell stuff. You need a product I want

> In 1995, I came up with the technology for those chat windows that pop up on websites. An e-commerce site is a tool to sell stuff. You need a product I want to buy, and then make it easy for me to buy it. 95% of marketing efforts do the opposite. I'll take a plain e-commerce site with minimal JS any day. No infinite scroll. No weird AJAX sorting or calls for anything other than checkout or search. No chat windows that pop up. Talk about a bad user experience. There is no need to innovate here, although that's not to say it's easy. But e.g. Amazon's success comes from almost everything but their website, which is not great but functional. Ships when they say it will ship. Good refund policy. Doesn't spam me with marketing emails. Dare I say trustworthy? Now, if people aren't interested in your products by the time they get to your store page, that's a different issue. And yeah, some marketing will convert customers, but at the expense of others. Maybe unsurprisingly, Apple does a decent job: glitzy landing/product pages, toned down and clear shopping pages. What's in the box, shows you what the different options cost, compare models, FAQ, etc. Take note. (Big catalogues won't have custom product pages, but other than that these lessons still apply. The amount of times I cannot tell one product from another without a diff tool is too often.)