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Reading: E-tailers urged to beef up sites
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B&T > Media > E-tailers urged to beef up sites
Media

E-tailers urged to beef up sites

Staff Writers
Published on: 2nd December 2013 at 11:33 AM
Staff Writers
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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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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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