Thank you for this great article.
When I read, I have an idea :
One of your biggest challenges in e-commerce is to offer the best price.
Imagine if someone comes out of your basket to buy the same product elsewhere and at the same price? It seems logical that someone looking for a product and finding the same price elsewhere will buy from any site that is displayed on their screen.
it's possible to resolve this situation in creating a small badge indicating that you will pay the difference if your customer finds it cheaper elsewhere and add it to your cart page. There is lot chance that a buyer will not bother to check on competitors after making a purchase.