Consumer frustration leads to lost sales for Great Britain’s e-retailers

Online retailers in Great Britain lost sales during the 2007 Christmas shopping season because consumers had difficulty in finding product and delivery information, according to a study sponsored by RightNow Technologies Inc.

The survey—conducted by YouGov Plc—found that 19% of online shoppers abandoned a purchase either because they could not find specific product information or could not ask questions about a product. 16% abandoned a purchase because they couldn’t find information about delivery charges and times prior to checkout.

In addition, the survey found that 14% of those who did their Christmas shopping online said they had a negative experience that will prevent them from doing future business with the online retailer at fault. 24% of consumers said that a good customer experience is a top factor when shopping online.

“Industry pundits continue to be bullish about online shopping,” says Joe Brown, general manager for Europe, the Mideast and Africa for RightNow. “Some even predict that holiday shopping could account for half of Britain’s £300 billion-a-year retail market by as early as 2018. To capitalize on this burgeoning market, a retail web site should be as sticky as possible by being properly organized and consumer-centric—that means providing consumers with purchase decision-making information at the right place and at the right time.”

YouGov Plc surveyed 1,956 consumers 18 years and older in Great Britain between Dec. 28 and 31, 2007. RightNow is a provider of web-based customer relationship management solutions.