User experience online is near about similar to the user experience factor when they visit grocery stores. A pleasant time and minimal hassles is what the user is expecting anywhere. One should be able to navigate the store easily, take what they need, and complete the purchase without problems and get back home.
If one has to deal with a slow cashier, and the stock is not placed systematically and you are greeted by hostile employees, it becomes a terrible user experience just like that. All retail stores understand the same and abide by it too.
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