The Two Jobs of Shopping (And Why Only One Is Solved)

Shopping really has two jobs:

1. Checkout: Smooth and frictionless. Add to cart, one-click checkout, instant shipping. That part’s solved.
2. Choice: Messy and frustrating. Endless tabs, fake reviews, SEO spam, and ads that push whoever paid the most.

Companies like Amazon have optimized the easy part (checkout) but left the hard part (choice) on the buyer. So here’s the question, how do you think decision-making should be fixed?