Why are wishlists the best way to browse?
REPORT
16 May 2016
Why are wishlists the best way to browse?

When was the last time you walked into a shop, filled up a basket, then walked out empty handed? You may never do so in the real world, but 69% of shopping trips online end just like that. Have e-tailers lost their knack for converting sales? Or are we simply indulging in the joy of browsing?

Kathryn Morrisby

Kathryn Morrisby is a writer and researcher. She has worked with academics, semioticians and anthropologists for household brands like EE, Kingsmill and Cancer Research UK.