Web firms 'should offer free delivery'

Free delivery is a crucial element in gaining online sales, according to a new report from e-commerce provider GSI Commerce.

The company's 2008 Consumer eTail Report indicates the ways in which websites can be made more likely to achieve a sale.

Within the realm of search engine optimisation (SEO), targeting brand names in keywording efforts could be advisable.

GSI Commerce reveals that more than half (56 per cent) of the people it surveyed begin online shopping by searching for the brand they would like to buy.

However, the organisation notes that SEO is just one stage along the route to a conversion.

And, for 68 per cent of people, free delivery is the single greatest driving force in persuading them to make a purchase.

GSI Commerce also anticipates that new e-commerce technologies are to allow retailers to service sales closer to Christmas this year than has previously been the case.

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