The UK’s ecommerce market is one of the largest in Europe. Last year, 77% of UK internet users made a purchase online, and this figure is set to rise in 2016. However, despite the growing popularity of home delivery and online shopping, it seems as though consumers are becoming increasingly intolerant of poor performance in this sector.
Recent research into the attitudes of 8000 European online shoppers has highlighted the importance of having an effective ecommerce website. A poll of 8,190 adults across the UK, France, Sweden and Germany found that UK shoppers are in fact the least tolerant of poorly performing websites.
UK Shoppers Expect More
The JDA/Centiro Customer Pulse Report Europe 2016 reveals that 74% of UK shoppers would likely switch to an alternative retailer if they experienced problems with an online order. The report also found:
- 72% of UK shoppers expect standard (3-5 days) delivery to be free, compared with 61% of respondents in Sweden, 55% in Germany and 55% in France
- 1 in 2 European shoppers experienced a problem with an online order in the last 12 months
- Click & Collect services are increasing in popularity amongst European shoppers, with the French (59%) and UK markets (54%) seeing the highest rate of adoption of Click & Collect.
“The growth of online retail shows no sign of slowing down – with retailers competing ever more aggressively for sales and offering an increasing array of fulfilment options,” said Jason Shorrock, vice president, retail strategy EMEA at JDA.
“Delivering a high level of service in an efficient and profitable manner remains a challenge for many retailers. As our research shows, last-mile issues continue to negatively impact the customer experience and customers are more willing to go elsewhere if their expectations aren’t being met.”
Performance is Key
So what does this report teach us? As Jason Shorrock explains, ecommerce business owners should be paying extra care to ensure their customers are well taken care of during their online shopping experience.
From the second they arrive at your virtual shop door online to the moment they unbox their purchases at home, every aspect of their ecommerce experience needs to be as intuitive and hassle-free as possible. If it isn’t, you risk saying goodbye forever to shoppers who aren’t willing to tolerate mistakes.
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