16. What is the passage mainly about?
(A) Focusing on distribution to guarantee on-time delivery.
(B) Making online shopping carts as large as possible.
(C)Using the right technology to improve online shopping experiences.
(D) Encouraging customers to create new accounts.

With the plethora of payment options, greater security and improved delivery, 96 percent of adults with internet access and a bank account now shop online, which is almost the entire customer base. Online shopping is now as popular as shopping in store (or even more so), as customers can save time, avoid the crowds and select products at their leisure without stepping outdoors.

    But e-commerce isn’t perfect. It’s not uncommon for people to place an order online only to be disappointed by delayed delivery, or receiving an item that fails to meet expectations. Perhaps they want to ask an extra question before clicking the purchase button, or to feel an affinity with your brand. Millennials, in particular, increasingly need to identify with your brand and message, before committing to buy. Experts stated that humanizing the e-commerce experience will lead to higher sales and improve customer retention. In fact, it’s not just a good idea; it’s imperative.

    With online shoppers notoriously fickle, many business owners find themselves faced with a quandary. How do they take their businesses online without sacrificing their brand’s customer service differentiation, delivered through personal touch? It’s all about creating an online experience that surpasses the customer’s expectations. Investing in the right technology is a necessary start. A tech-enabled business is the first step towards building a product or service that is measurable and sustainable. Delivering a superlative user experience online means ensuring that your site functions to perfection. It’s imperative that your shopping cart is fast and secure, your customers aren’t left with any doubts, and there are no broken links or error messages.

    In addition, the purchasing experience should be as simple as possible. One of the main reasons for shopping cart abandonment is forcing users to create a new account or jump through too many hoops in order to complete a purchase. 60 percent of consumers are less loyal to brands after just one poor experience with their website or app. In the evolving world of online e-commerce, customer satisfaction is as much about competitive differentiation as it is about evolving with the times. To provide an exceptional customer experience as well as to keep your online brand strategy focused on the user experience is critical. Only by doing this, can a business execute the ‘human’ touch for their product or service.