One of the world’s largest online retailers, eBay, may be driven by customer bids, but online shoppers prefer to receive a price offer than to make one.

A Michigan State University study found bidding online was fraught with worry over researching prices, while customers often experienced regret or felt they’d paid too much once a deal was made.

Shoppers felt more comfortable in a receiver role and made more purchases when given an offer than when bidding.

The research suggests making offers to customers may be a good strategy for larger businesses but, when selling single items, an auction process was likely to drive up the price.