Shopping is an inherently social activity. Why, for instance, do people go to the mall? To buy things, of course. But also to walk around, meet friends, people-watch and socialize. By contrast, shopping on the Internet has been a lonely and solitary experience, which may explain why the average e-commerce site has a paltry 3-percent conversion rate. That means 97 percent of people who go to an online retailer in search of a product never buy what they’re looking for.