The Hidden Battlefield Where E-Commerce Brands Win or Disappear
Why do so many great e-commerce brands vanish even after doing everything “right”? Because the real battle isn’t at the checkout. It’s in the messy middle.
What Exactly is the Messy Middle?
The “messy middle” is the tangled space between trigger and purchase where consumers oscillate between exploring and evaluating. They are bombarded with choices, distracted by alternatives, and swayed by subtle cues. In Google’s landmark study Decoding Decisions: The Messy Middle of Purchase Behaviour, marketers were urged to rethink the decision journey not as a funnel
