In theory, shopping online couldn’t be easier. You tap a few buttons, something shows up at your house days later, and you move on with your life. In practice, though, it isn’t always that easy — especially when you’re shopping for clothes. The fit isn’t right, or the color isn’t what you expected, or it turns out you look ridiculous in corduroy. (And you do.) Sometimes you bother to return the item, killing your lunch hour at the post office. Often, though, you shove it in a corner, or under your bed, and tell yourself you’ll ship it back later. You never do.
We know this about ourselves, and it may be one reason we don’t shop online more. That on-demand retail is our future seems to be a foregone conclusion, and yet less than 7...
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