There are only two modes of shopping. 1) I know pretty much what I want, show me it and let me buy it fast. (buying)- about optimization and needs AND 2) I'm bored/looking broadly, show me things to get me excited and let me buy it fast (shopping)- about discovery and wants Physical retail has generally not been great for the first Online retail has never even come close to the second. The question now is.... Do online retailers aim to do discovery? Could their homepages become content hubs, could the homepage have "I'm browsing" and "Search for this" as a split? How else can they differentiate? Or do we accept the entire world is the discovery layer, and we let every object, every magazine, every advert become a short circuit directly to purchase with the camera as the new "buy" button …see more