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Why is there a need for personalization and innovation?

Some verticals are crowded with hundreds, if not thousands, of competitors while others have found a niche within a category. Innovation helps merchants find a bit of a niche while personalization allows merchants to connect with their shoppers. A combination of the two can sometimes produce an increase in sales. Merchants that gravitate towards selling the same products as every other site with the same expectations and features tend to slip into the status of being the lowest price merchant.