Duch-Brown, Néstor; Grzybowski, Lukasz; Verboven, Frank - 2015
e-commerce. First, we ask whether the online distribution channel has increased total sales, or only diverted sales from … traditional channels. We find that there is some market expansion effect but also a considerable sales diversion. Second, we ask … who benefited most from online sales: consumers or firms. We find that consumers benefited more, which is entirely due to …
