Amazon is the largest online retailer in the world, with 244 million active customers in 2014, producing $74.4 billion in revenue. But the impact of Amazon is not the growth figures, or number of customers, or indeed the market penetration. It is the way it has dominated a fundamental shift in the way we shop.
An April 2013 survey by Dimensional Research of 1,046 active shoppers revealed that an overwhelming 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86% said that buying decisions were influenced by negative online reviews.
The survey demonstrated convincingly that customer service impacts revenue, with participants ranking customer service as the number-one factor impacting vendor trust.
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