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	October 24, 2008 How Shoppers Evolve Online Examining eCommerce Tenure By Product Category by Sucharita Mulpuru with Carrie Johnson, Peter Hult, Brendan McGowan	Average: 8  (1 rating)

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Executive Summary

As Web sales lose steam — online sales in the US are projected to grow 17% in 2008 over 2007 compared with a year-over-year sales increase of 66% in 2000 over 1999 — eCommerce executives struggle to understand the current drivers of sales growth in the channel. A significant source of increased revenue for many retailers is the growth in online spend by the most tenured Web shoppers. These consumers are technology-savvy and generally more affluent than the general population. Additionally, this population grows into making riskier, high-consideration purchases — such as large home appliances and automobiles — over time.

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