News

Online shoppers don't have much patience, reveals study

December 5, 2018

Retailers don't have as many chances for redemption with shoppers than they likely think, according to a Brightpearl report which reveals consumers aren't very patient with purchase glitches.

The research indicates a disconnect between a brand's perception of their customer experience and what shoppers really think about the experience, according to a press release on the research. In fact 56 percent of direct to consumer brands think it's okay to have three or more friction points — which can range from online basket problems to finding products and figuring out payment and delivery options.

But just 30 percent of U.S. shoppers will accept more than two inconveniences before abandoning an online purchase effort.

The research revealed 44 percent of U.S. consumers have experienced an issue related to buying goods online in the last 12 months.

A majority of consumers, 60 percent, said that if a shopping experience was poor, they would never shop with the same online store again.

"This research highlights a clear gap between brands' perception of their customer experience and what shoppers really think," said Derek O'Carroll, CEO of Brightpearl, in the release. "This disconnect could result in direct to consumer businesses being eaten for breakfast by competitors that offer a more seamless buying journey and better customer service."

The top gripe for consumers who've had negative shopping experiences is tied to delivery and returns as 59 percent said they've bought goods that have not arrived when expected, and 43 percent experienced items not arriving at all.

The survey revealed several major pain points that discourage customers from shopping with a brand:
●    A website that crashes, is slow (35 percent) or is too complicated (31 percent).
●    A lack of product information, poorly designed pages (28 percent), or no reviews (24 percent).
●    Pre-purchase registration requirement (28 percent).

"At any moment you risk losing customers, possibly forever, due to friction points along the buying journey. It's essential to fix the issues that are causing shoppers headaches. Customers demand fast and frictionless experiences and if they don't get it, they are likely to go elsewhere," said O'Carroll in the release.