Ernst & Young: Merchant Focus Too Narrow

Share this content:
By Michael Bush


By using sales as the sole gauge of Web commerce, industry experts are missing the Internet's ability to drive consumer purchases to other distribution channels, concluded an Internet shopping report released last week by Ernst & Young, New York.


According to the study, while 32 percent of consumers with online access buy products over the Internet and only 4 percent make more than 10 purchases a year, 64 percent research products online and then buy them through traditional channels.


Also, 90 percent of the respondents said that online research is valuable for future purchasing decisions. Fifty-six percent said they like the Web's ability to offer comparison shopping.
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above