Survey reveals effectiveness of sales in e-commerce sector

The effectiveness of price discounting in the e-commerce sector has been highlighted in a new survey.

The poll of 2,000 online shoppers, conducted by Rakuten’s, indicated that roughly a third of consumers log on to e-commerce websites specifically looking for a sale.

Many respondents admitted that these sales give them a “buzz”, enticing them to buy even more products. In fact, 27 per cent of those questioned said that they regularly buy full-priced items alongside discounted goods. Just one in five said that they restrict themselves solely to items that are on sale.

The survey’s full results could make interesting reading for online business owners in the run-up to the busy holiday period.

Speaking to, Rakuten’s managing director Shingo Murakami appeared far from surprised that online sales were so effective at enticing customers to spend money.

He said: “As with window displays, sales entice shoppers in and then the retailer has the opportunity to wow them with the wider collection and provide exceptional service so they buy beyond the bargains.”

The survey also investigated the effect of certain colour schemes on online shoppers. According to, it found that red had the most positive impact, creating a “strong stimulatory effect”.  


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