# Professor Thomai Serdari discusses why e-commerce is not a guarantee of a seamless shopping experience

1 Faculty News May 20, 2020 ![retail dive logo](/sites/default/files/styles/246w/public/assets/images/Retail-Dive-logo-feature_0.jpg?itok=3-tORRZm)>

Excerpt from [Retail Dive](https://www.retaildive.com/news/what-the-pandemic-reveals-about-e-commerce/576615/) -- "'With a few years of experience in buying online and several painful experiences of having to return the product, consumers realize that e-commerce is not a guarantee of seamless shopping,' said [Thomai Serdari](https://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), a marketing and branding professor at New York University's Stern School of Business, and author of the forthcoming book 'Rethinking Luxury Fashion: The Role of Cultural Intelligence in Creative Strategy.'"

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