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Findings week 12 (4)

Short-term online purchase development driven by Offline Loyal Shoppers’ occasional online purchases; sustainable e-commerce growth driven by continuously increasing loyalty

While the number e-commerce purchases fluctuates dramatically over the past six months, consumers’ overall share of spend online (reflecting the loyalty to the online channel) steadily develops and even increases during the same time period. But how are these two metrics – shopping frequency and…

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