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BizReport : Ecommerce archives : April 26, 2011

Survey: Shopping experience a bad one for most consumers

Etailers may want to take another look at their online stores. According to a new survey from Plimus consumers are still annoyed by long check-out processes and hassle-filled transactions. Although the online experience isn't smooth for many, there is also good news from the report - consumers are making more online purchases that they did last year.

by Kristina Knight

If the annoying check-out processes were removed, the potential for even more online transaction might grow exponentially.

According to the Plimus report:

• More than half of consumers are shopping online more in 2011 than in 2010
• 66% say transaction ease is the most important shopping factor
• 20% say sites with long/complex order forms are one reason they will abandon a shopping cart
• 20% would shop online more often if ecommerce hubs make check-outs simpler

"Reducing a customer's anxiety about making an online purchase is essential to the online shopping experience," said Charlie Born, vice president of marketing at Plimus. "While there are certainly other factors involved in purchasing decisions, eliminating unnecessary stress and hassle during the check out process helps vendors complete the sale. In order for vendors to capitalize on this emerging industry, they must create a frictionless transaction in which the selling point becomes part of the content experience. Improving the payment process means increasing monetization and in an industry that doesn't seem to be slowing down anytime soon, vendors can't afford to lose sales."

According to Experian/Hitwise, the top Retail 500 sites for the week ending April 16 were, WalMart and Target, but none of these made the Top Ten list of most visited websites. The top websites for traffic were Facebook (10.68% share), Google (7.75% share) and YouTube (3.24% share).

The survey was completed totally in the social space, an area where online shoppers are sharing information, looking for product recommendations and engaging with brands.

Tags: ecommerce, Hitwise, online shopping, Plimus, shopping cart abandonment, social networks, social shopping

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