People are increasingly willing to make substantial purchases on the web because of the control the medium offers, one industry representative has claimed.
According to Phil Gates, marketing director of Glasses Direct, people appreciate the opportunity to drive their own purchases, free from the guidance of brokers or salespeople.
Mr Gates told E-consultancy that the market for buying glasses on the web should be buoyed by the "faith that the public demonstrated when moving to buying insurance online not so many years ago, rather than being told what policy they should have by a broker".
He explained that buying spectacles from an e-commerce presence requires a "leap of faith" that for many is justified by the element of control made available in exchange.
Recent figures from digital world analyst comScore indicate that more than two million car insurance policies were bought on the web last year.
According to Mr Gates, e-commerce start-ups should remember to prioritise the consumer when making business decisions.
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