Europeans Have Differing Opinions About Online Shopping

Monday 10th of August 2009 04:54:43 AM

Europeans Have Differing Opinions About Online Shopping

Europeans were surveyed by Art Technology Group (ATG) concerning their opinions on the efficiency and service found while online shopping. The results were surprising because there is clearly a difference between countries. For example, up to 34 percent of e-consumers in Spain found online shopping to be a poor experience. This number is compared to the 25 percent of Europeans who found their internet shopping to be better than satisfactory.

When shopping for everything from household goods to wholesale sweatshirts the 6,500 consumers interviewed found that customer service needed improvement. Up to 38 percent of the French and Spanish believe it is too difficult to contact the online organisations when they need customer service. Up to 29 percent of the UK consumers think the log-in process is too difficult. Up to 36 percent of the German shoppers expressed dissatisfaction with checkout.

Frank Lord, vice president for ATG in Europe, the Middle East and Africa was quoted as saying, "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. 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."

When consumers are unhappy with their online shopping experience, they will spend less online. It is important for internet e-tailers to remember that customer service is still extremely important no matter what is being sold. People shopping online are getting savvier all the time and many read peer and product reviews before deciding which brand to buy. Giving excellent customer service is bound to net good reviews that will attract more customers, but it works the other way too. Give bad service and shoppers will make sure others know.