‘e-commerce checkout friction’ – a phrase that will be familiar to an online seller. On a website there are lots of places where friction can occur. A poor navigation menu or site structure will stop customers being able to find their way around. Unclear prices or delivery costs will stop customers proceeding. Incomprehensible, jargon-filled text…

What is the best platform to sell online? I’ll tell you what the different platforms offer – and let’s start with a plain English definition of a platform. A platform is the code that makes an online store work. Fix that in your mind because not realising that causes no end of confusion to people…