January 20, 2011, 1:21 PM

British e-commerce sites scrambled to keep up with the holiday shopping boom

Nearly a third of Brits who shopped online bailed out, citing customer experience issues.

Lead Photo

Many British consumers turned to the web to shop this holiday season, with 44% upping their online spending over last year to push online sales up to 2.8 billion pounds ($4.48 billion). But e-commerce sites weren’t fully prepared for the shift, with 45% of web shoppers encountering a less-than-perfect customer experience and 32% abandoning a transaction, according to a study from Tealeaf Technology Inc.

Among the British consumers who increased their online holiday spending over 2009, 58% cited convenience, 52% cited stress reduction and 52% cheaper prices online.

However, some issues specific to online shopping cropped up. 13% of the consumers who abandoned a shopping cart pointed to problems or errors they experienced on a web site. Shipping costs caused 13% to end an online transaction, while 8% did so because of the retailer’s shipping times.

Those issues could cause problems for retailers in the future, according to the survey. 46% of consumers said they’d be less likely to buy from a company after having a poor experience on its web site. 9% of consumers said they’ve shared their negative online shopping experiences on social media, which could have a ripple effect because 34% said they would not buy from a site if they heard about another consumer’s poor experience on the site.

“In addition to denting e-commerce revenues in the short term, these avoidable mistakes are also damaging consumer trust, as well as brand reputation, leading to long-term revenue losses,” says John Lillie, Tealeaf vice president.

The study of 2,122 online adults was commissioned by Tealeaf, a vendor of customer experience management software. The survey was conducted Dec. 27 to 29 by British research firm YouGov Plc. 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Deepak Agarwal / E-Commerce

Back-to-school insights from a Top 100 online retailer

It’s the second-largest online shopping season, and one nomorerack.com CEO pays close attention to. Here ...

FPO

Kevin Sterneckert / E-Commerce

The ghost economy: an $800 billion retail data disconnect

A new twist on a classic holiday story that online retailers will relive in the ...

Advertisement