Many e-tailers in Europe do not cater for local shopping habits, according to new findings from e-commerce solutions company, ATG.
The research, which quizzed more than 6,500 consumers on satisfaction, likes and dislikes, common frustrations and spending habits, showed that in countries where satisfaction is poor, consumer spend is also lower.
A quarter of Europeans refuse to describe their online shopping experiences as anything more than ‘satisfactory’. One in 10 Spanish respondents went so far as to say their experience of e-commerce is ‘poor’ or ‘very poor’.
Overall, Europeans think the entertainment sector offers the best service (43%) and homewares the least (6%).
One in three (38%) French respondents think comparing products to find deals is the best thing about online shopping. 34 per cent of Germans, on the other hand, like the speed and efficiency of shopping online best.
In contrast, one in five Britons prefer to reading peer reviews and comments before making a buying decision, and around one in 10 in the BeNeLux region like having information emailed or texted to them.
The biggest annoyance across Europe is a lack of customer service (64%). France and Spain are most put off by difficulties reaching the organisation when they have questions (38%). Nearly one in three Britons (29%) are frustrated by forgetting their log-in details. 36 per cent of Germans are annoyed with problems at checkout.
More than half of those surveyed (53%) said they would not part with more than €50 at a time online. But one in 14 Brits would spend £5,000 or more. However, just one in five French respondents said they would spend over €500.
Taking into consideration dissatisfaction with online service levels, its likely online spend would rise if customer care improved.
“It’s clear the e-tail market in Europe is still finding its feet. Web shops that consider customer service first by integrating the tools that meet local needs, such as shorter check out sequences in the UK and Germany, and live help in France and Spain, stand to benefit,” said vice president for ATG EMEA, Frank Lord.
“But true internationalisation is managed best from one platform that delivers a seamless customer experience both online and offline across many countries, languages and web sites.”
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