In the early days of e-commerce, we used to talk about where internet users and online shoppers were on the “experience curve”: most people started their e-commerce lives buying something low on the curve such as a book, CD, or DVD — something with a fixed function and format, that you could count on to look and work a certain way when it made its way into your hands.

On the higher end of the curve were items such as clothes and furniture which — back then — people were more wary of buying “unseen”. Descriptions and images weren’t enough for newbie online shoppers to have confidence in the fit and texture. ..

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