Most customers 'have negative online shopping experiences'
E-commerce
17 September 2008
Businesses need to do more to improve the online shopping experience for customers, it has been warned.
A study undertaken by Harris Interactive for software company Tealeaf has shown that almost 90 per cent of US consumers have experienced problems when attempting to complete an online transaction in the last year.
One finding that may be worrying for e-commerce organisations is the statistic that over 40 per cent of those who came across such issues either went to a competitor or abandoned the transaction entirely.
In addition, over four-fifths of those who had a negative online experience talked about the problem with friends and family offline and with other online consumers via blogs, forums and reviews.
"Competition is just a click away and customer expectations continue to grow," remarked Rebecca Ward, chief executive of Tealeaf.
"Businesses must take definitive steps to differentiate themselves by understanding and improving their customers' site experiences."
This follows a report from MarketLive indicating that online retailers could do more to improve website navigation and search facilities in a bid to retain more customers.
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