Most consumer retailers recognize that online shoppers won’t bother with anything less than a frictionless experience—because they don’t need to. Business-to-consumer (B2C) companies are continually improving and streamlining how customers can pick out and pay for what they want. Most consumer retailers recognize that online shoppers won’t bother with anything less than a frictionless experience—because they don’t need to. Business-to-consumer (B2C) companies are continually improving and streamlining how customers can pick out and pay for what they want. Innovation, /innovation, Innovation, /innovation, lifestyle, capitaloneblog, capitalonetc, standard