Shopify’s uninspired vision of the future of shopping

The number of retailers that do this are few and far between, access to metrics has meant that retailers have A/B tested the souls out of their websites to make sliding into transacting the most frictionless experience imaginable, and leading to an SEO-optimised sea of sameness when it comes to the ecommerce experience.

And let’s see what happens over the next decade as Instagram builds out its commerce operation. Perhaps we’ll all be stores someday. (Whatever that means.)