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BizReport : Ecommerce archives : September 03, 2009

Report: Poor service frustrating European online shoppers

Across Europe, dissatisfied online shoppers are holding on tight to their Euros as their shopping experiences prove frustrating.

by Helen Leggatt

atg logo.jpgA quarter of Europeans are just about satisfied with their online shopping experiences, according to new research by ATG, with some country's offerings drawing less than favorable responses.

In Spain, one in 10 respondents said their online shopping experiences were "poor" or "very poor". In Germany, over a third of online shoppers were annoyed by problems during checkout and 29% of British online shoppers became frustrated trying to remember log in details.

Across Europe, a lack of customer service was what annoyed most (64%) people.

The effect of dissatisfaction is seen in consumer spending. Over half (53%) of those surveyed by ATG said they would not spend more than €50 ($70) at any one time online.

"It's clear the e-tail market in Europe is still finding its feet," said Frank Lord, vice president for ATG in Europe, the Middle East and Africa. "Web shops that consider customer service first by integrating the tools that meet local needs, such as shorter check out sequences in the UK and Germany, and live help in France and Spain, stand to benefit."

"But true internationalization is managed best from one platform that delivers a seamless customer experience both online and offline across many countries, languages and websites."

Tags: customer service, e-commerce, Europe, online shopping, online spend

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