Friction is any sort of resistance that prevents a user from moving to the next step in their journey.
Friction has an increasingly large impact on how search engines find/traffic your site. It’s, by far, one of the biggest challenges marketers face today as it impacts the quality of traffic that we receive; where and when people bounce and abandon; how much adoption-to-cart we get (one of the most important parts of a successful site); and much more.
The more you reduce friction, the more successful your marketing efforts will be. Examples of friction: slow speed, lackluster performance, accessibility issues, excess JavaScript/CSS, heavy modals, privacy/security warnings, tax and address correction software that has not been properly optimized, poor navigation and so on.
Catalogers and other offline marketers have many advantages when it comes to E-Commerce. 
