Impulse buying can help an online brand grow, if it’s done correctly

By Chris Carter, CEO at digital commerce agency SMP

Impulse buying isn’t just a tactic used by bricks & mortar retailers, where shoppers are tempted with inexpensive treats as their defences are down as they make the final approach to the till. In fact, research from Kantar has found that more than 31% of us are now spontaneously splurging online too.

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