E-Commerce Sites Have Greatest Influence Over Purchase Decisions
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Written By Kate Zimmermann | March 6, 2007 | Share This
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A report from eMarketer shows that e-commerce sites have the greatest influence over purchase decisions among US broadband users (more so than TV commercials and Magazine ads combined). Furthermore, though most shoppers do their research online, they are more likely to purchase goods in the store. In other words, online shopping sites are far more valuable than their ability to drive online sales - they contribute a great deal to product research and ultimate purchase decision, whether on or offline.
Related to the eMarketer report, Greg Sterling writes, “E-commerce, as big and powerful as it is, is flattening and “maturing.” Growth will come in trying to built out local inventory data and tie online information to offline stores.” Earlier this week on Search Engine Land, Sterling discussed companies that are attempting to bridge the online/offline gap by creating databases of local retail inventory. NearbyNow, GPShopper, Krillion, ShopLocal and StepUP, are just a few pioneers in this growing market, with mobile banking and Google’s theoretical “Kiosk” close on their heels.
Topics: ECommerce |