The trend toward an "always on, always connected" lifestyle driven by the use of social networks and mobile technology has, if nothing else, groomed consumers to become demanding in their expectations of the online experience. Unfortunately, the e-commerce experience has changed little since early days and, until recently, continued to be a process more to be endured than enjoyed. The growing adoption of more open commerce models, however, is resulting in a shift away from clunky, repetitive data entry-oriented commerce models to a more immersive experience. 
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