"When it comes to improving conversion rates and revenue, it's critical to set and maintain clear expectations. No one wants to click on an ad only to find that item is out of stock. Or even more frustrating, go through the process of completing the purchase only to have their order canceled later.”

Nicola Kinsella, SVP of global marketing at Fluent Commerce, commenting on findings from a "Global State of the Industry'' survey, “Digital Complexity: Thriving in Unpredictable Times,” that showed 38.6 percent of retailers cancel at least 1 of 10 orders, disappointing 10 percent of their customers on a regular basis.