E-tailers urged to beef up sites
Almost three-quarters of Australians plan to do some, or all, of their Christmas shopping online this year, however some common gripes could lessen e-tailers’ haul.
With the average individual budget for Christmas presents at $375 this year ecommerce stands to benefit if they improve customer experience, according to a Rackspace study.
Last year, almost 70% of online Christmas shoppers hit roadblocks with 40% of them either abandoning their purchases or moving to try different sites.
The top frustrations are complicated check-outs (27%) and slow-loading websites (12%).
Albert Woo, managing director Intershop APAC, said: “To deliver on the core essentials and to back that with a top shelf customer care unit could be the difference between success and failure.”
“Many of the frustrations cited by respondents are easily foreseen and can be planned and tested for in advance of any traffic spikes.”
Preparations e-tailers should be undertaking now include checking how the site will respond to a surge in traffic and finding out-of-hours support to help with the evening rush.
Of the 1,000 people surveyed 13% said they will shop online with a tablet, up from 7% last year.
Smartphone shopping is also set to increase, rising from 7% to 11% this Christmas.
Connected devices are also popular gifts this Christmas with 35% expecting to receive devices such as a tablet or smartphone.
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