Despite the rapid growth of e-commerce, it’s never been harder for an online retailer to stand out.

To succeed, retailers must seek out new ways to streamline and improve their operations, which helps explain why 78% of retailers are planning to boost their spending on technology this year, according to an Internet Retailer survey of 77 online retailers conducted in October 2017.

Those investments involve all aspects of an e-commerce business—from order management systems that link a merchant’s online and offline operations to marketing tools that leverage the wealth of consumer data that retailers collect to tailor their website and app to a consumer’s interests.

Many of those tools will be on display when the Internet Retailer Conference & Exhibition’s roughly 10,000 attendees navigate the show’s exhibit hall.

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