• The Drum, Tuesday, September 23, 2014 6:27 AM

It is vital for brands to allow consumers to buy direct, according to an e-commerce study from Digital River, which found that 89 per cent of people would visit a brand’s website when shopping online, yet 31 per cent would “change allegiance” to a rival brand if they couldn’t buy an item directly online. In the survey of 1,000 UK consumers, 78 per cent said they would buy an item from Amazon if they couldn’t get it directly through their preferred brand’s website. Only 22 per cent would go to a retail outlet.

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