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What are associated conversions and why are three channels better than one
It often happens that the development of an online store requires not one, but several advertising channels at once. This is because different channels interact with your target audience in different ways and produce completely different results.
As a rule, if after a certain period of time one of the channels brings less benefit than the others, I suspend the advertising company, this is done to save the advertising budget. But why, after stopping one advertising company for a specific channel, despite the fact that its indicators were insignificant, over time, the owner of an online store can observe a drawdown in visits and conversions of the resource? How can an advertising company, which according to the indicators did not bring almost anything other than losses, have such a dramatic impact on the number of views, conversion rate, and ultimately the number of sales in your online store?
Today we will try to understand why this happens and how to solve this problem, as well as get acquainted with such a concept as associated conversion. Find out what we need it for and how it can help your business. Start.
The structure of advertising campaigns to promote an online store or the biggest misconception
Advertising companies are the engine of progress for everything related to online trading. Every online store that has at least some indicators has at least one advertising channel and a couple of advertising companies. The reasons for its low traffic may be poor-quality advertising or errors in the site, but one way or another, even the smallest Internet resources resort to the help of advertising companies.
It is generally assumed that in addition to the usual testing of ads in Google Ads, nothing else needs to be done with advertising companies. Owners of Internet resources launch several advertising campaigns at the same time, look at the performance of each of them, filter out the weakest ones and add new variations on the theme.
But why does it happen that when a seemingly useless advertising campaign is stopped, the indicators of the entire resource collapse and as a result, we see a specific drawdown in visits, conversions and sales of the Internet resource?
The reason for this phenomenon is the very sequence of actions where the owner of an Internet resource first launches several companies, filters out weak ones and adds new ones. Thus, from the point of view of Google Analytics indicators, the owner of an online store does everything right, because he gets rid of the extra element that eats up his advertising budget, but it is worth considering that Google Analytics may not say something.
Associated conversion, what it is and why it is needed
It's worth starting with the fact that despite all the information that Google Analytics can provide you, there is something that it misses. This service provides you with all the information related to your advertising companies, including the conversion rate of each of them, and information about which of them the user decided to choose to purchase the product from you. All right, but there is one flaw in this system. The algorithms of Google Analytics, or rather the standard report of the service, are configured in such a way as to give the user conversion and sales indicators only from the last indirect click, without taking into account advertising companies that the user was interested in earlier, and this is a real problem.
Due to the lack of information about what other advertising channels of your online store eventually led the user to visit your resource, you can inadvertently get rid of these additional channels, which will cause significant harm to the promotion of your online resource. How does it work?
For example, you can take three different advertising campaigns, one of them will be the usual search, the second media and posted on websites, and the third will once again search.
Your potential buyer is a traveler and is looking for a store where they can buy the equipment they need, such as a ski tent, thermos, or climbing carabiners. Using Google search in the top three search results, which are contextual ads, the user notices your resource and clicks on the link. After reviewing your catalog and indicating the price gradation for themselves, the user leaves your resource and goes to the sites of competitors. Having made a choice and settled on a specific model, the user begins to study the forums in search of reviews and opinions about this model. Immediately, he comes across your display ad, where he is shown exactly the tent that he decided to purchase. After spending a few days studying the forums and turning to the search again, a potential buyer sees your search ad again and makes a purchase by going to your site.
Thus, from the point of view of the standard Google Analytics report, it was the last ad that brought you the conversion and sale, while the other two were not involved. But if there were no other two ads, the user might not have made a decision in favor of your online store. These additional ads that do not bring you sales, but direct users to make a subsequent purchase through another advertising channel are called associated conversions.
How to track an associated conversion
Although Google Analytics does not provide you with data about associated conversions in the standard report, you can still get this data. To get data on the associated conversion, you need to create a tag inside Google Analytics and set up goals inside the tag itself. After completing all the settings, you will be able to track data not only by direct, but also by associated conversions, which will allow you to understand which advertising channels and ads are really useless, and which, despite the low performance of the standard Google Analytics report, still have an impact on your Internet resource.
To properly create and configure a counter in Google Analytics, you need to know exactly how the service's algorithms work and where to search for the information you need. If you use Google Analytics only for reporting purposes and don't know how to set up such counters correctly, contact a professional with this question.
Design Studio Glyanec can help you launch high-quality advertising campaigns and track their performance. Marketers of the web Studio gloss are certified specialists who have been developing advertising offers and promoting Internet resources for 12 years.
Specialists of the Glyanec Studio will create all the necessary counters for you and explain how to work with metrics so that you always have access to the information you need for promotion. In addition to creating advertising companies, the Studio also creates turnkey websites, designing everything from the structure of your future online store to adaptive design or creating First Mobile Design. If you want to start your own business and are looking for a Studio that could make a turnkey online store for you, or your online store needs to conduct remarketing-Glyanec design Studio will perform the necessary work at the highest level. You can get acquainted with the services of the Glynec web Studio and view the company's portfolio on the Studio's website.
Types of associated conversions
In addition to the fact that associated conversions have an impact on the promotion of your resource, there are several types of associated conversions. Next, we'll take a detailed look at each type of conversion Association and its role in promoting your resource.
Types of conversion Association:
1. Determination by the first action
This type of conversion Association is an advertising campaign or ad that was the first in a series of subsequent ones, one of which provoked your potential buyer to buy in your online store.
2. Intermediate conversion
An intermediate type of associated conversion is an ad that occurs between the user's first introduction to your offer and the ad that ended their decision to purchase the product from you. The number of such ads can be any. It all depends on how well your advertising company is formulated and configured, as well as on how well your product correctly corrects and closes the pain of your target audience.
In order to better understand how to create an ad that can close all the questions and solve the problems of representatives of your target audience, you need to have a certain amount of information about it. This information is obtained through research of the target audience. this aspect is used to design any type of advertising, not only contextual.
To properly conduct research and get reliable information about your target audience, you need to have some experience in marketing and know exactly where to look for this information. If you do not have such experience, you can always contact the specialists of the gloss Studio.
The Glyanec web Studio team can help you with all issues related to online marketing and creating online stores. For 12 years, Glyanec Studio has been helping various companies create and promote their online resources, and the Studio has something to boast about. In the Glyanec company's portfolio, you can find more than 1200 different websites and online stores created by the company on a turnkey basis and successfully promoted to this day. In order to learn more about the services of the Glyanec company or apply for a turnkey online store, you just need to go to the website of the gloss web Studio and leave your order in the appropriate tab. As soon as possible, the company's Manager will contact you to clarify all the details and discuss the deadlines for the project. If you have a number of questions to the specialists of the Glyanec design Studio — you can contact the company's Manager using the information from the contacts tab or by contacting the Manager directly, using the online chat located on the pages of the Studio's website.
3. Conversion determined by the last action
This type of conversion includes ads that were the last in the chain of advertising companies, contributed to the buyer's decision in favor of your product and purchase it in your online store. This is the ad you can see in the standard Google Analytics report.
Why do I need conversion Association types?
At first glance, this information does not affect the development of your online store and its promotion, but it seems so only at first glance. In fact, by understanding exactly how the user makes the decision to buy products on your site, you can improve your advertising campaigns, reducing the number of intermediate advertising conversions. You should also take into account the fact that without knowing about the existence of associated conversions and not having data on advertising companies that contribute to the selection of your potential client, you can stop the advertising campaign that was the reason for the appearance of user interest in your product. Stopping such an advertising campaign can significantly affect the promotion of your Internet resource and significantly reduce its performance, despite the rather low ad performance in the standard Google Analytics report.
Conclusion
In order to constantly increase the target audience of your online store, you need to have all the data related to your advertising companies and their indicators. The fact that the performance of one of your advertising companies is lower than that of others does not mean that this advertising company is absolutely useless. Before you stop its work, check whether it may be the one that motivates your target audience's interest in your resource, and the other ads are just the final destination, after visiting which your potential buyer decides to make a deal with your resource.
In order to get the full amount of information about the promotion of your online store, you need to get certain counters and understand exactly how they work. Glyanec marketing specialists can help you create such counters and explain not only their indicators, but also what they do affect.
Website creation Studio Glyanec has been creating online resources for companies and stores for 12 years. Working with Studio professionals, you can be sure of the high quality of the work done and its effectiveness. If you are looking for a Studio where you can create a turnkey online store, develop Mobile First Design or help with the promotion of your site, the Glyanec Studio team will provide you with all the necessary data and create a resource for you based on the latest Internet marketing trends, taking into account your wishes.
In order to order an online store or any other service of the gloss company, you only need to go to the site and leave your request. If you have any questions about the terms or services provided by the company, you can contact the Studio Manager using the contacts tab or using the online chat located on the pages of the Glyanec web Studio website.
Website development for the Polish market!
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How a website audit can transform your business
A website audit is not a simple check, it is a necessity that allows you to deeply understand both the technical and marketing aspects of your site. Is your website optimized for search engines? Does it communicate effectively with your potential customers? The answers to these questions can radically change your approaches and strategies. Ordering a website analysis can reveal hidden issues that are holding back your site's lead generation and customer acquisition potential. Whether you're looking to improve your site's search engine rankings or increase user satisfaction, an audit can provide you with the tools and guidance you need.
We will look at how a carefully prepared audit can significantly improve your website and make it more competitive. We will discuss what aspects of a website are checked during an audit, what benefits it can bring to your business, and how you can order a website audit from professionals to ensure the best results.
Why does your business need a website audit?
Excellent website usability is not just a nice bonus, but a critical condition for ensuring online success. A website audit allows you to analyze in detail how conveniently and efficiently users interact with your site, and how this affects your business's ability to achieve its goals. Here are some reasons why it is important:
- Increase user satisfaction: An audit reveals navigation and interface issues that may prevent users from easily and intuitively finding the information they need or performing the actions they want on your site. Improving these aspects can significantly increase your visitors' satisfaction.
- Reduce bounce rate: When users find it difficult to navigate the site or perform the necessary actions, they are more likely to leave the site without converting. An audit helps to identify and fix design elements that can lead to a high bounce rate.
- Increase conversions: Website optimization can have a direct impact on your conversions. For example, simplifying the checkout process or improving the visibility of a call-to-action button can significantly increase the number of successful transactions.
- Search engine optimization: SEO audit and optimization is part of the overall website audit and focuses on aspects that affect your website's visibility in search engines. Analyzing keywords, meta tags, URL structure, and other SEO practices will help to push your website higher in search results.
- Improving accessibility: The audit also assesses how accessible your site is to people with disabilities. Ensuring accessibility not only expands your target audience, but also emphasizes your responsibility as a business.
- Optimization for mobile devices: Nowadays, it's important that your website is optimized for mobile users. An audit will help ensure that your website works efficiently on all types of devices, improving the overall user experience.
Ensuring a high quality website is an investment in customer satisfaction and the efficiency of your online space. Ordering a professional audit can help you identify critical issues and resolve them before they negatively affect your business. You can read more about SEO promotion in the article "Features of SEO optimization of an online store"
How the audit is conducted and what we offer
Website audit is a complex process that includes several key stages. Each stage has its own specifics and requires a detailed approach. Our team of specialists uses advanced technologies and techniques to ensure the highest quality of services. This is how we work:
- Audit planning: First of all, we identify your business goals and website features. This helps us to prepare a personalized audit plan that takes into account all the necessary aspects: from technical analysis to user experience assessment.
- Technical audit: At this stage, we check the technical component of the website: coding, information architecture, compliance with SEO and web accessibility standards. We identify technical errors that may prevent the site from being indexed by search engines or impair overall performance.
- User experience (UX) audit: We analyze how visitors interact with your website and evaluate the usability of the interface. In this context, we can also put a heatmap on the site. Heatmaps allow you to visualize where users click most often, how long they stay on certain segments of the page, and how they scroll through the page. This is very useful for improving page structure and content.
- Report and recommendations: At the final stage, we compile a detailed report that includes all the issues we found and specific recommendations for fixing them. We provide practical advice that can be implemented quickly to improve your website.
- Support and optimization: After the audit, we also offer website maintenance and optimization services. This can include regular updates, monitoring of website performance, and additional checks for compliance with changed requirements or technologies.
Our goal is not just to identify problems, but to provide you with the tools and knowledge to solve them effectively, so that your website not only works at full capacity, but also helps you grow your business.
Glyanec provides professional website audit services that include technical audit, usability testing, SEO optimization, and analysis of your website's accessibility and security. We use advanced tools, such as heatmaps, to analyze user behavior in depth, allowing us to offer targeted and effective solutions for each client.
If you want to ensure that your website functions at the highest level, meets all modern requirements, and works as a powerful tool for your business, contact us. Order a website audit in Glyanec today and take the first step towards improving your online space. We guarantee a professional approach and dedication to achieving your business goals.
What are the advantages of websites over mobile apps?
Different companies are faced with the choice between developing mobile apps and websites every day. While mobile apps may seem convenient and innovative, it's important not to ignore the numerous advantages of websites. Ordering a website is not just an investment in an online presence, but a strategic decision that can significantly reduce development and maintenance costs, provide a wider audience reach, and improve search engine rankings.
We'll take a closer look at why websites compare favorably to mobile apps, analyzing their functionality, accessibility, and maintenance costs. The importance of websites in today's digitalized landscape cannot be underestimated, as they play a key role in attracting customers, expanding the market, and optimizing the user experience.
What is a website and a mobile application?
Websites and mobile apps play vital roles in promoting a business, but they have significant differences. A mobile app is a program downloaded and installed on a mobile device that can use the phone's system capabilities, such as a camera, GPS, or gyroscope. They can offer a more personalized experience, but they require significant investment to develop and maintain.
Therefore, choosing between website development and in-house development usually turns out to be a more profitable and effective solution.
Main advantages of websites
Websites offer a number of benefits that make them an attractive choice for businesses of all sizes. Let's take a look at a few of the key benefits you should consider when considering a website for your business.
- Universal access: One of the main advantages of websites is their accessibility. Visitors can access your site from any device that has an Internet connection, regardless of the operating system. This provides a wide audience reach and the ability to attract more potential customers.
- Cost-effectiveness: Ordering a website is often much cheaper than developing a mobile app. The cost of developing and maintaining a website is lower because you don't need to create separate versions for different platforms, such as iOS and Android. In addition, updates and changes to the site can be implemented faster and easier, which reduces overall maintenance costs.
- SEO and marketing benefits: Websites provide better opportunities for search engine optimization (SEO). This means that your website can rank higher in search engines, increasing the chances of being discovered by potential customers. Optimizing your website for search engines helps to increase its visibility and attract more organic traffic.
- Improving the user experience: Websites can offer a rich and user-friendly user interface that is adapted for different devices, including mobile phones, tablets, and desktops. With a responsive design, users can easily navigate the site, which improves the overall user experience and can increase conversion rates.
With these benefits in mind, building a website is a rational choice for businesses looking to maximize the benefits of their online presence. Not only do websites save money and resources, but they also provide ample opportunities to scale and grow your business.
Why do users abandon mobile apps?
Despite the significant development of mobile technology and the increase in the number of available apps, many users still prefer websites. This is due to a number of reasons that point to certain disadvantages of mobile apps and limitations that can affect the user experience.
Most users do not see the need to install mobile applications when they can easily access the same services or information through a website on their laptop or smartphone via a browser. This is especially true for those services that users use infrequently or sporadically.
Additionally, users emphasize that mobile apps often take up too much space on their devices, which can be critical for those with limited storage space. There are also concerns about battery and mobile data consumption, especially when apps are running in the background or transferring large amounts of data.
Privacy and security issues
One of the biggest concerns that pushes users away from mobile apps is the issue of privacy and security. Many apps require extensive permissions to access personal information such as contacts, location, social media data, and even personal files, which raises concerns among users about how this data is collected, stored, and used. There is also a fear that mobile apps may be vulnerable to hacking, especially those that store sensitive financial data or personal information. Data breaches at large companies that have made headlines only reinforce these concerns.
These factors contribute to the fact that many users prefer to use websites that do not require a download and provide quick access to services without the need to install resource-consuming applications. This confirms that websites can be a more convenient and secure solution for many users. However, for many companies, creating a website will prove to be the most optimal solution to effectively attract customers and provide high quality service with minimal costs and complexity.
To summarize, a careful choice between website and mobile app development should be based on the specific needs of the business, its target audience, and available resources. However, for many companies, ordering a website will prove to be the most optimal solution that allows them to effectively attract customers and provide high quality service with minimal costs and complexity.
What are progressive web applications and what are their advantages
Progressive Web Applications (PWAs) are changing the way we think about what websites can do. This technology combines the best of the web and mobile applications, offering speed and usability that was previously only possible in apps. In this article, we'll take a closer look at what progressive web apps are, what technologies are behind them, their benefits, and key implementation considerations. We will pay special attention to how progressive web applications can transform your business by providing a better user experience and increasing productivity.
What are progressive web applications?
Progressive web applications are a type of software that is split into a website and a mobile application. This allows users to install web applications on their devices and use them in a similar way to regular mobile applications. An important feature of PWAs is that they use web browser technologies but offer functionality that is usually associated only with mobile applications.
The PWA concept was first introduced by Google in 2015. The goal was to make the web experience as convenient and fast as possible. Since then, the technology has gained significant development and support, especially from companies seeking to improve the mobile user experience without losing the versatility and accessibility of the web.
Technologies used in advanced web applications
Progressive web applications use a number of modern web technologies to provide users with an experience that is as close as possible to mobile applications. The most important of these technologies are:
- Service Workers - scripts that run in the background, independently of the web page, and allow you to manage network requests, cache resources, and use push notifications.
- Manifest file - a JSON file that allows developers to install a web application on the home screen, set the icon and the start screen.
- Using HTTPS - ensuring the security of user data and the reliable operation of web applications.
Why progressive web applications are better than traditional sites
Improving the user experience
Progressive web applications are characterized by extremely fast loading speeds and high responsiveness, which is ensured by data caching and intelligent management of network requests. This means that users are able to access content instantly, regardless of the quality of their Internet connection, which significantly improves the overall user experience.
Offline access and support for push notifications
One of the defining features of PWA is the ability to work offline. This is achieved thanks to Service Workers technology, which allows web applications to cache important content and provide access to it without the need for an Internet connection. In addition, PWAs can use push notifications to inform users about news, updates, or special offers even when they are not using the web application.
Increase engagement and conversion rates
Thanks to better user experience and offline capabilities, PWAs demonstrate high rates of user engagement and increased conversions. The ability to load quickly and run smoothly on any device ensures higher customer loyalty and a higher likelihood of completing targeted actions, such as making a purchase or filling out a contact form.
Steps to implement progressive web applications in your business
Implementing progressive web applications may seem daunting, but with the right approach, the process can be efficient and smooth. Here are the basic steps to integrate PWA into your business:
- Audit the current state of the website - check if your site is ready for conversion to PWA. This includes ensuring HTTPS compatibility, site responsiveness on different devices, and the availability of all necessary technical aspects.
- Developing and configuring Service Workers is a key component of PWA that allows the website to work offline and use push notifications.
- Creating a web app manifest - a manifest allows users to add your app to the home screen of their devices, providing easier access and a more native experience.
- PWA testing - ensure that your PWA works properly across all devices and browsers, with special attention to offline mode and loading speed.
- Monitoring and updating - once your PWA is up and running, it's important to keep it up to date and make updates to resolve any issues or improve functionality.
To illustrate how easily and quickly users can install a progressive web application on their devices, we have prepared an animated GIF. This GIF shows the process from the moment a user visits a website to the moment they install the web application on the home screen of their mobile device. This demonstrates the simplicity and ease of use of PWAs, as well as their ability to offer a native experience through a web browser.
Progressive web apps are a powerful tool for business development, offering speed, convenience, and an enhanced user experience comparable to native mobile apps. They allow you to achieve a high level of customer engagement, provide the ability to work offline and send push notifications, which is critical in today's dynamic market. Thanks to their ease of installation and efficiency, PWAs can significantly increase conversion rates and improve the overall user experience.
If you're looking for a way to make your web experience more efficient and engaging, progressive web applications can be a great solution. Remember that proper implementation and ongoing updates are essential to the success of any technology solution. Don't hesitate to bring in professionals to help you optimize your website to turn it into a responsive web app and take full advantage of its capabilities.
Virtual fitting rooms in online stores: how artificial intelligence is changing shopping
In a world where technology is changing every aspect of our lives, online shopping has become one of the fastest growing areas. However, despite all the convenience that shopping from home offers, there is one problem that still makes many shoppers hesitate before clicking the "buy" button: the inability to try on clothes before buying. This is where innovative technologies, such as virtual fitting rooms, come into play, promising to revolutionize the way we buy clothes online.
Virtual fitting room is a cutting-edge technology that uses artificial intelligence and machine learning to allow customers to try on clothes virtually before making a purchase. This innovation has the potential not only to provide a better online shopping experience, but also to fundamentally change the entire retail sector.
Our company is closely monitoring this area of technology and expects its rapid development in the near future. We believe that the integration of such innovations will not only increase customer satisfaction, but will also significantly improve the efficiency of online stores by reducing the number of returns due to mismatched sizes or appearance of goods.
Evolution of virtual fitting rooms
From early experiments to today's advanced systems, virtual fitting rooms have come a long way. Initial attempts to implement digital solutions for trying on clothes were criticized due to poor visualization quality and limited functionality. However, with the advent of advanced artificial intelligence technologies and improved image processing algorithms, virtual fitting rooms are becoming much more accurate and useful for the end user.
The key to the success of virtual fitting rooms lies in the use of a range of technologies. This includes computer vision, artificial intelligence, machine learning, and image processing algorithms. These technologies allow to analyze users' photos in real time, adapting clothes to their body parameters. In addition, advanced interfaces ensure that these systems are intuitive and easy to use.
Benefits for consumers and businesses
Virtual fitting rooms offer significant benefits for both customers and store owners. For consumers, it is an opportunity to visually assess how the clothes will fit them without having to visit a physical store or wait for the goods to be delivered. This significantly increases customer satisfaction and reduces the number of returns. On the other hand, retailers are able to attract more customers by offering a unique shopping experience and reduce the costs associated with handling returns. As a result, virtual fitting rooms not only boost sales but also improve business sustainability.
Online fitting - how does it work?
Integrating a virtual fitting room into a website requires a comprehensive approach that includes the development or implementation of specialized software. This software uses artificial intelligence algorithms to analyze user-entered data, such as body measurements, or even real-time photos or videos to create an accurate virtual image on which to "try on" clothes.
Artificial intelligence plays a key role in the functioning of virtual fitting rooms, as it analyzes and processes user data to create an accurate three-dimensional model. Such systems can recommend the most suitable size of clothing, taking into account not only the size but also the personal preferences of users regarding the fit of clothing. The introduction of virtual fitting rooms is changing not only the way people buy clothes, but also the overall online shopping experience. Customers are able not only to visually see how the clothes will look on them, but also to experiment with different styles and colors without the need to physically visit the store. This interactive approach can greatly enhance the user experience, increasing shopping satisfaction while reducing the likelihood of returning an item due to a failure to meet expectations.
Advantages of online clothing fitting
The use of online clothing fitting technologies brings significant benefits that affect both the consumer experience and the efficiency and sustainability of retail business models. Let's look at the key aspects of these benefits:
Reducing the number of product returns
One of the biggest challenges for online retailers is the high number of returns, which is often due to mismatches in sizing or customer expectations of how the product looks. Online clothing fitting can significantly reduce this risk by giving customers a better understanding of how the clothes will fit them, which in turn leads to more confident purchases and fewer returns.
Increasing customer satisfaction and loyalty
Enhancing the online shopping experience through a virtual fitting room helps to increase overall customer satisfaction. Interactivity and personalization of purchases strengthen the relationship between brands and their customers, encouraging repeat purchases and increasing loyalty.
Impact on environmental friendliness and business sustainability
Reducing the number of returns not only improves economic efficiency for businesses, but also has a positive impact on the environment. Reducing the need to transport returned goods helps to reduce the carbon footprint of companies, making them more sustainable and environmentally responsible.
The future of the fitting room for an online store
One of the main trends is to improve the accuracy and interactivity of virtual fitting rooms through the expanded use of artificial intelligence and machine learning. This includes the development of algorithms that can analyze the more subtle nuances of users' figures, as well as integration with virtual and augmented reality to create a more immersive fitting experience.
Artificial intelligence not only improves virtual fitting rooms, but also opens up new opportunities for personalizing fashion offers. This can include automatic clothing recommendations based on previous purchases, lifestyle, and personal preferences, which will significantly improve the user experience and shopping efficiency.
By closely following these trends and actively experimenting with virtual fitting rooms, our company strives not only to optimize our customers' experience, but also to act as an integration leader in the market. Recognizing the importance of these innovations, we are confident that the further introduction and development of virtual fitting rooms will not only contribute to the growth of our company, but will also play an important role in shaping the future of online retail by making shopping more convenient, personalized and sustainable.
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