The conclusion is counterintuitive, and for that reason, all the more compelling: the more advanced customer-facing technology becomes, the less important the technology may be to a sale.

The role of technology in enhancing the customer experience can’t be overstated. It’s vital now, and it’s going to be essential for years to come, experts say. Online commerce isn’t going away, for example. But that’s just the point. The sheer ubiquity of technology in commerce is likely to make it less of a differentiator. The success of a transaction will instead increasingly depend on how the technology facilitates the human interaction between the seller and the buyer.

In collaboration with Comcast