One clear takeaway from last month’s Internet Retailer Conference & Exhibition was that the old ways of selling online often don’t work anymore. In part, that stems from consumers’ ever-evolving shopping behaviors.

These changes represent opportunities for merchants to find ways to drive consumers to click and buy. Consider an e-commerce site like Houzz. The home remodeling online marketplace grew 40% last year thanks in part to its push to develop advanced technology tools such as an augmented reality feature within its app that makes it easier for consumers to see how a product would look in their homes.

The reason those tools are driving strong results is that consumers are…

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