"Social" Internet shoppers, for whom the emotional connection and enjoyment of shopping is as important as the actual purchase, make up half of online users but are not being courted by marketers, according to a new report from technology research firm Gartner. Sites should add the following features to woo these shoppers, according to a Gartner analyst: a simplified buying system; a mix of shopping and nonshopping features; information from multiple sources; and links to other sites.

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