A study by Columbia University gave a few consumers a choice between twenty-four types of jams. Another group experienced six varieties of jam. They noticed that the group with a higher number of options had a lower purchase rate.

This effect is called decision paralysis. It's a situation where buyers face too many products in the market. This thought-overload keeps them from making any purchases at all. For an e-com company, the only way to tackle this problem is a cash-burn. Without suitable investments in outbound marketing, it's hard to engage and retain users who seem burdened by choices.