One of the most important advantages of an Internet store, compared to a brick-and-mortar location, is the capability to customize the web site for each visitor based on his or her preferences, or on preferences based on data gathered from similar visitors. If your web site knows how to suggest additional products to your visitors in a clever way, they might end up buying more than initially planned. You have undoubtedly already seen this strategy in action on many successful ecommerce sites, and there is a reason for that — it increases profits.
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