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BizReport : Ecommerce : February 17, 2015


Dyn: Two thirds of shoppers unhappy with online experience

Retailers have a long way to go before online shopper experiences match those of offline, according to new global research from Dyn.

by Helen Leggatt

Slow loading websites and difficulty making mobile purchases are both reasons given by shoppers for poor online shopping experiences when shopping internationally online, according to Dyn's recent research. Just 37% of the 1,400 shoppers from 11 countries surveyed believe they get the best overall experience online.

Globally, 70% of the consumers surveyed had bought from retailers located in other countries, offering retailers the opportunity to benefit from cross-border commerce.

"We know that international shopping is an important trend in ecommerce," said Jeremy Hitchcock, CEO, Dyn. "As companies work to serve their global customer base, they also need to understand that the same strategy they use to reach local customers often does not translate to success in different geographic markets."

Slow page-load time is the most common reason that online retailers lose out to brick-and-mortar stores, found the survey, with 12% of consumers heading to a physical store if they experience page latency problems. Nowhere is this more pronounced than in the U.S. where this figure rises to 16%.

According to Jim Cowie, chief scientist at Dyn, "ecommerce only wins when it exceeds the expectation of customers".

"The only true way to navigate these lucrative waters is by constantly monitoring how your assets perform for your customers, controlling outside factors like ISPs and using that information to optimize the Internet Performance experience," he added.

Consumer response to website issues vary depending on where they live. While 33% globally abandon a poor performing website and search elsewhere online, in other countries, including some of the fastest growing markets, that number is higher. In China, Hong Kong, Malaysia and India 43% say heading to another website is their first reaction to a slow loading page.

Image via Shutterstock

Tags: cross border, ecommerce, online shopping, research, shopper experience










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