We need to define “Model” of consumer of Commerce, to improve and optimize Conversion Rate.
Digital is just only one of, but important data, process and interface.
Physical and Digital are mix together, and become complementary for each other, then people won’t use the word of “e-Commerce”.
What is digital, what is physical, these are nonsense.
Again, what we need is to define “Model” of consumer action.
Try to explain “Model” of commerce, and how to improve CRO using that