I'm sure it's a massive boost to their bottom line too. Once you get people on the site, and once they start putting together their order, odds are good they'r

I'm sure it's a massive boost to their bottom line too. Once you get people on the site, and once they start putting together their order, odds are good they're not going to go elsewhere. The UX literally makes the sale for them. (of course not every shopping cart converts to an order, and people still order things you don't have elsewhere, etc. But getting people on the site and engaged is half the battle, assuming you don't give them a reason to shop elsewhere.)