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BizReport : Ecommerce archives : April 19, 2013

E-commerce: Little problems cause biggest issues

If you can't easily find what you're looking for in a store, you leave, right? According to new research from Redwood Software, the same behavior is to be found online.

by Helen Leggatt

Almost three-quarters (72.5%) of shoppers have left an online store or marketplace because they couldn't easily find what they were looking for. They know they have options and, if one retailer can't help them or provide the product they want, they know another that will.

Furthermore, two-thirds (66%) terminated an online purchase because the process took too long, or was overly complicated (60.8%).

Even post-purchase experiences came under fire. Half (49.25%) found returning unwanted purchases to be a hassle, 51.6% experienced delays in the returning of funds to a bank account following a refund and 38.4% disliked not receiving an acknowledgement that a returned item had been received by the seller.

"It's often the little problems that cause the biggest issues," said Tijl Vuyk, CEO of Redwood Software. "In a time where customer loyalty is dead, brand reputation is critical and speedy service is imperative, it's surprising how many businesses are ignoring these disconnected little things. Providing a seamless customer experience, from pre-sale to billing, sounds obvious, but looking at the number of frustrations customers are regularly experiencing is worrying."

Research findings are illustration in an infographic.

Tags: checkout, consumer insights, customer service, ecommerce, loyalty marketing, online behavior, online shopping

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