A new study by Fortune shows that consumers don’t find it worthwhile to pay for items online unless they see a real benefit to their labors. Sites like Amazon and Apple are benefiting from this trend by making it the easiest for consumers to buy from vendors since their information is already entered.

This is terrible for merchants, since they end up paying 30% to Amazon instead of the 2-3% they would to a processor. Carriers like Boku and Zong are trying to make the process easier by enabling consumers to enter their mobile phone numbers and charges are tacked on to their phone bills.

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