Survey reveals online shoppers' pet peeves

by Joanne Payne, Brand Republic 16-Jan-07, 12:25

In a poll carried out by Webcredible, 36% of internet shoppers, possibly as many as 16m, have voted hidden charges as the thing most likely to make them abandon an online purchase.

Having to register before a purchase also riled 31%, according to the survey, while unclear delivery details, no telephone contact details and lengthy checkout processes also made the list.

With online shopping increasing by 40% in 2006, the poll shows that retailers need to ensure their websites are ready to reap the benefits of the booming market.

However, a usability study published by Webcredible in December revealed that many of the UK's biggest retailers are making it too difficult for shoppers to browse, find and pay for goods online.

Trenton Moss, director of Webcredible, said: "It is estimated that more than 25m people in the UK now shop online, however there has been a huge variance in the success of different retailers over the Christmas period. Some websites are potentially losing millions of pounds of business due to cumbersome processes and user frustration, to the benefit of competitors who are just a few clicks away."

Online shopping body IMRG is expected to announce record online sales for the Christmas shopping period.

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