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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 niche while personalization allows merchants to connect with their shoppers. A combination of the two can produce an increase in sales. Merchants that gravitate towards selling the same products with the same expectations and features as every other site tend to be forced to compete on price alone.