71,5% of consumers buy online because of the price

The "Observatorio Nacional de las Telecomunicaciones  and  Sociedad de la Información (ONTSI)" have issued a market study about B2C during 2012. 

This report analyses e commerce current situation in Spain and its continuous growth (15%) as well as the onine consumer profie.

Amongst the conclusions obtained by ONTSI, it is remarkable that the price is the first issue for consumers in order to choose to buy online instead of  offline. As a matter of fact, 71,5% of consumers choose to go shopping online because of the price.
Price is therefore a key issue in our e commerce, and to apply an effective pricing strategy will avoid us to loose sales on those products which are not competitive price wise.