Hidden in the long tail

Consumers reap the benefits of e-commerce in surprising ways

Jan 10th 2015

Users seemed to find browsing almost costless, since they were willing to conduct an additional search to achieve an average saving of just 25 cents. Moreover, many searchers were not trying to get a better price for one product but to explore different products. A user who typed in “opera DVDs” examined offers of Puccini, Verdi, Wagner and Bizet before returning and purchasing the Puccini. This, the authors reckon, suggests price savings are but a small part of the value users derive from search; some of the value comes from what they learn while searching. Mr Tadelis speculates many users actually enjoy online searching, much as many people enjoy window-shopping at bricks-and-mortar outlets. 

http://www.economist.com/news/finance-and-economics/21638142-consumers-reap-benefits-e-commerce-surprising-ways-hidden-long