South Africa, Oct. 7 -- A shopper can arrive through a compelling campaign, like what they see and still leave without buying. The uncertainty may be simple: "Is this right for my skin?" "Where does it fit into my routine?" "Would this make a suitable gift?"

A promotional message cannot answer every question that stands between interest and purchase.

Nine years in e-commerce across fashion apparel, homeware and beauty, including the launch of Environ's South African online store, have shaped my perspective.

Building a digital shopping experience means translating the advice, reassurance and care of a physical interaction onto a screen. That deserves a place in our seasonal planning.

Beauty asks customers to make personal decisions

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