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One of the thorniest challenges in today’s b-to-c ecommerce world is the shopper “cold start” problem. The term “cold start” originates from cars—when it’s really cold, an engine has difficulty starting up, but when it warms up, it runs smoothly.
https://www.adweek.com/commerce/the-guest-checkout-problem-avoid-leaving-shoppers-out-in-the-cold/