Some non-digital merchandise have been more profitable than others for online stores. Profitable items usually have a high value-to-weight ratio, they could involve embarrassing purchases, they could usually go to folks in distant places, and so they could have shut-ins as their typical purchasers. Items which may slot in a normal mailbox—such as music CDs, DVDs and books—are notably appropriate for a digital marketer. They focused on purchasing motivations and found that the number of merchandise obtainable and the perceived comfort of the buying online expertise had been important motivating factors.
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