Data Highlights
Product Availability: Globally, 29% of shoppers cannot find the products they want. Australia (30%) and the U.S. (31%) have higher percentages, while the UK (25%) is lower than the global average.
User-Friendly Sites: Globally, 28% of shoppers find sites not user-friendly. Australia (31%) and the U.S. (32%) are above the global average, while the UK (26%) and Canada (25%) are below.
Return Costs: Paying for returns concerns 36% of global shoppers. This issue is more pronounced in Canada (40%) and the UK (39%), while the U.S. (33%) is below the global average.
Payment Options: Globally, 24% of shoppers lack their preferred payment options. Australia (23%) is close to the global average, but the UK (12%), Canada (16%), and the U.S. (15%) are significantly lower.
Customer Advice: Globally, 23% of shoppers cannot ask for advice when needed. Australia (27%) and the U.S. (24%) are higher than the global average, while the UK (21%) and Canada (22%) are lower.
Delivery Times: Long delivery times affect 45% of global shoppers. This issue is most severe in Australia (53%), while the UK (34%) and the U.S. (37%) are below the global average.
Delivery Costs: High delivery costs concern 52% of global shoppers. Australia (61%) and the UK (56%) are higher than the global average, while the U.S. (49%) is lower.
Delivery Provider Choice: Globally, 21% of shoppers want to choose their delivery provider. The UK (23%) is higher than the global average, while Australia (16%) and the U.S. (18%) are lower.
Ordering Process: Globally, 21% of shoppers find the ordering process too complicated. The U.S. (23%) is above the global average, while the UK (17%), Australia (18%), and Canada (13%) are below.
Scope
In the fast-paced world of online shopping, customer satisfaction is crucial. Various factors influence whether shoppers complete their purchases or abandon their carts. Understanding these reasons can help e-commerce, retailers, and consumer brands improve their services and increase sales. This insight brief explores key issues affecting online shopping experiences across different countries.
The Problem of Finding Desired Products
One common issue is not finding the product they want. This problem affects shoppers globally, with 29% of customers facing this issue. In Australia and Canada, the percentage is slightly higher at 30%, while in the United States, it rises to 31%. The United Kingdom has a lower percentage at 25%. Ensuring a wide variety of products and effective search functionality can help address this issue.
User-Friendly Sites Matter
Following product availability, the user-friendliness of a website is vital. Globally, 28% of customers find sites difficult to use. This issue is more pronounced in Australia and the United States, with 31% and 32% respectively. The UK and Canada report slightly lower figures, at 26% and 25%. Simplifying navigation and improving website design can enhance user experience.
Costs of Returns Are a Major Concern
Paying for returns is another significant deterrent for online shoppers. Globally, 36% of customers are unhappy with return costs. This issue is more critical in Canada (40%) and the UK (39%), while the United States reports a lower percentage at 33%. Offering free returns or lower return costs can increase customer satisfaction.
Preferred Payment Options Influence Purchases
The availability of preferred payment options plays a crucial role. Globally, 24% of shoppers are dissatisfied when their preferred payment methods are not offered. This issue is most noticeable in Australia (23%), but significantly lower in the UK (12%), Canada (16%), and the US (15%). Offering a variety of payment options can reduce cart abandonment.
Importance of Customer Support
The ability to ask for advice is also important. Globally, 23% of customers are dissatisfied when they cannot get the help they need. This issue is more significant in Australia (27%) and the US (24%). The UK and Canada report lower percentages at 21% and 22%. Providing accessible and responsive customer support can help mitigate this issue.
Delivery Times and Costs Are Critical
Long delivery times are a major issue for many shoppers. Globally, 45% of customers are affected, with the problem being most severe in Australia (53%). The UK, Canada, and the US report lower figures at 34%, 43%, and 37% respectively. Fast and reliable delivery services are essential to meet customer expectations.
High delivery costs are another critical factor. Globally, 52% of customers are concerned about delivery costs. This issue is particularly significant in Australia (61%) and the UK (56%). Canada and the US also report high figures at 55% and 49%. Offering competitive delivery pricing can improve customer retention.
Delivery Provider Preferences
The ability to choose a delivery provider is important to some shoppers. Globally, 21% of customers are dissatisfied when they cannot choose their delivery provider. This issue varies, with Australia at 16% and the UK at 23%. Canada and the US report 20% and 18% respectively. Allowing customers to choose their preferred delivery providers can enhance satisfaction.
Streamlining the Ordering Process
Finally, a complicated ordering process can deter shoppers. Globally, 21% of customers find the ordering process too complex. This issue is most pronounced in the US (23%) and least in Canada (13%). The UK and Australia report 17% and 18% respectively. Simplifying the ordering process can lead to higher conversion rates.
Insights and Opportunities
The data reveals several key insights and opportunities for e-commerce, retailers, and consumer brands. Addressing these issues can help them better serve their customers and increase sales.
- Improve Product Search and Availability: Ensure a wide range of products and optimize search functionalities. This can reduce the frustration of not finding desired items.
- Enhance Website Usability: Simplify navigation and improve design to make sites more user-friendly. This can enhance the overall shopping experience.
- Offer Free or Low-Cost Returns: Implement more customer-friendly return policies to reduce the deterrent of paying for returns.
- Provide Diverse Payment Options: Offer a variety of payment methods to cater to different customer preferences.
- Strengthen Customer Support: Provide accessible and responsive customer support to assist shoppers effectively.
- Optimize Delivery Services: Focus on reducing delivery times and costs. Offering fast and affordable delivery can significantly improve customer satisfaction.
- Allow Delivery Provider Choice: Give customers the option to choose their preferred delivery providers where possible.
- Simplify the Ordering Process: Streamline the ordering process to make it quick and easy for customers to complete their purchases.
By focusing on these areas, e-commerce, retailers, and consumer brands can better reach their target audience, create engaging content and ads, and guide customers towards making a purchase.