The global growth of online shopping is undeniable, but why do people buy online? Or why do they stick to buying offline? Software and services provider Sterlingcommerce studied why American consumers buy online. Their remarkable conclusion: many shoppers wish to avoid the shopping experience altogether. In particular, they wish to avoid the in-store salesman: 50% of the respondents preferred to avoid contact with salesmen while 44% found the internet to be more informative and more insightful than a salesman would be.
On the other hand, there is a significantly large group of people who refuse to adopt buying online. Contrary to online consumers, this group actually prefers the salesman when buying a product. They value the tangiblity of products in offline stores and find returning products to be a lot easier when bought offline. Lastly, online payment methods still aren't fully adopted by everyone. Perhaps when consumers can put more trust in online payment methods, more consumers will switch to buying online.
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