Friction in checkout ecommerce

Friction Vs Frictionless

What is the right amount of friction in commerce?

Customer Experience

On paper, friction in any online journey is generally considered as a negative thing.

UX consultants strive to remove friction from online checkouts to ensure that customers work as little as possible in order to purchase a product.  Convention tells us to remove as much friction as we possibly can. But is there such a thing as having too little friction? Can we go too far and actually damage our customer experience by making it too easy for them? Are we blindly chasing friction-free commerce without considering the impact this may have on our KPIs?

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