“We’re kind of drowning in a sea of sameness.” That’s how Rob Hoekman, Senior Director of Experience Consulting at Empathy Lab by EPAM describes the state of ecommerce today. On this week’s episode of The FODcast, our CEO Tim and Rob unpack how decades of optimisation and best practice have led to convergence - in platforms, patterns and experiences - and why differentiation is getting harder, not easier. They explore: How ecommerce capability has become commoditisedWhy replatforming now de...