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E-commerce retailers are noticing the growing tendency among consumers to abandon their online shopping cart without completing the sale. As Desautels lecturer Robert Saroka affirms, many of the sale-clinching mechanisms of a brick and mortar operation do not transfer to the digital realm.

鈥淭he issue is what goes on before the consumer gets to the checkout line. In a brick and mortar establishment, there is typically variety, and the ability to evaluate the variety more completely,鈥� he says.