A new study of the UK’s online retailers has revealed that many e-commerce sites are not offering customers a range of contact details, while many offer limited delivery options and no customer feedback features.
The survey, from website monitoring firm NetExtract analysed a sample of 10,000 e-commerce websites in the UK. It found that many e-commerce sites are missing very basic options.
Findings of the survey:
Incredibly. 60% of UK online retailers provided no telephone number on their website, 43% displayed no business address, while 39% had no contact email address.
In addition, 30% of sites profiled provided no telephone number or email address.
This is surprising, given that providing contact details is a very basic thing for websites, and is absolutely essential as a way of reinforcing customer trust. I would never buy anything from such a site, and a recent UK survey suggested that 50% of online shoppers wouldn’t buy without contact details either.
11% of etailers provided a free postage or delivery service, while only 15% offered a next day or Special Delivery service. Of the delivery companies named on the websites Royal Mail was identified in 17% of cases.
The study found that only 38% of online retailers have a testimonial or comments section on their website.
More than half of the UK’s online consumers say that reviews are important in the buying process, while similar numbers have more trust and respect for those brands which display reviews.
Our recent Social Commerce Report found that online retailers are beginning to catch on. Our report found that customer ratings/reviews are being used by 28% of online retailers, and that more than half were considering adding such a feature to their websites.
Establishing trust in the buying process
Social Commerce Report 2007