I am a big fan of the micro-conversion vs. macro-conversion discussion (go team micro!). Coming from a behavioral science angle to take up conversion challenges I would like to start the micro persuasion vs. macro persuasion discussion as well.
From security concerns to annoyances around hidden charges or high delivery costs, there are a number of possible reasons why not make a purchase from an online retailer.
A fulfillment house is a company specializing in product fulfillment services, on behalf of the product owner.