Here's a surprising statistic: When it comes to buying products online, email -- not ecommerce -- is the leading channel, according to a new study by Sana Commerce, as reported by MediaPost. Of the buyers asked in the study, 42 percent cited email as their "most important purchase vehicle," followed by 28 percent indicating ecommerce and 26 percent indicating phone.
Email continues to show remarkable resilience, despite the rise of social media and texting. It is particularly noteworthy that B2B buyers favor it as an ordering channel.
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