Retailers Earn More From Online Than Offline Sales: Study
Retailers offering customers an option to buy products online earn more revenue than those who only sell their goods offline, according to a new study.
The study suggests that customers spend more online because it is easier to locate items through the search function.
Junzhao Ma, a lecturer at Monash University in Australia studied how a larger selection of products available online affects consumer spending, using data from a large US retailer that specialises in apparel and offers both printed catalogue and internet shopping.
In particular, he examined the effect on the retailer's main products, offered in the catalogues and for which there was high demand and the less-popular niche items that were available on the retailer's website but hard to find in its catalogues.
Ma found ...