Would have been nice to know where out of thin air they pulled these numbers, from reading the article it's presumably just "site XYZ doesn't have feature ABC that is 1% of their earnings missed out on".
How do we know the figure isn't zero? <flawed logic>Clearly if no body had online grocery delivery then nobody would buy their groceries online and instead we'd get them from the shops, pretty much the same amount of money would be spent in either cases therefore they haven't missed out on any sales!</flawed logic>