39% of the US population buys online. This is expected to grow to 48% in 2010. Ecommerce sales continue to grow by approximately 25% year over year. In October of 2007, Blue Nile completed a $1.5M single transaction online. While this won't happen on the first transaction, a repeat customer who has had good experiences won't hesitate to buy and buy big when they offer a 30 day no questions asked money back guarantee. Online purchases from reputable companies will continue to grow - that is just a fact.
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