Online conversion for many retailers is about 3%. So 97% do not buy, they walk. Returns range from 35%-45% or more. Shipping products back and forth to customers and warehouses is inefficient, and seriously not "green." For all the bravado around technology solving digital shopping, recommending a product to a human who buys the product, likes it, and keeps it, none have worked. All pretty much hacks on the same old thinking, segmentation, collaborative filtering, etc., etc.
Tech has treated humans as cogs in a wheel, rather than humans with individual sensory preferences. Computer and data science seeks to find patterns in zillions of data points, learning absolutely nothing about individual human preference. Something we all do as humans every day. We prefer one thing or many. We wear clothes, drive cars, and buy homes and furniture that make us feel good and comfortable, without even having to think about it!