Daan Klaver, co-founder of Build in Amsterdam, warns on April 4, 2026 that “E-commerce Sameness”—the homogenization of online stores through standardized templates and CRO practices—is creating a mid-market “dead zone” of consumer indifference. He urges brands to pivot from transactional sites to narrative-driven, emotionally resonant flagship experiences using editorial UX, typography, motion, and AI-powered personalization to restore distinctiveness and loyalty.
