Working Paper

Fewer Clicks, More Purchases

Young-Hoon Park

Cornell University

Murat Unal

Cornell University

Jan 24, 2021


Analyzes quasi-experimental data from an online retailer before and after the launch of one-click buying.  Customers using one-click buying purchase more often with more items per order, driven by richer engagement through both more visits to the website and more searches upon visit as well as the expansion of purchases across categories.

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