The Hare and the Tortoise: Do Earlier Adopters of Online Channels Purchase More?

- We segment customers based on channel adoption duration and purchase before adoption.
- We investigate the effect of online adoption on overall purchases across segments.
- Late majority purchases more than the other segments both before and after adoption.
- Online adoption does not affect purchase volumes of the innovator and late majority.
- Light shopper segments more likely enhance purchase volumes after adopting online.