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According to a study conducted during the first quarter of 2020, 59.4 percent of online retail merchants in the United States permitted customers to create a site profile but also to purchase via buy button. A total of 15.2 percent of merchants provided buy button options but still required shoppers to create a profile before accessing them. Almost 13 percent of e-retailers made user profiles mandatory before ordering and almost the same share of retailers did not offer any site profies whatsoever.