Research provides etailers? insights in to customer behaviour

PayPal studies online customer spending

68 per cent of large retailers feel that cost and wait times for delivery are the biggest frustrations for online customers, according to an ongoing study by PayPal in collaboration with Venda and RomanCart.

Conversely, only 26 per cent of small retailers identify waiting times as a problem for their customers.

The research, which forms the first stage in a study of trends, issues and insights in online shopping, also found that for 67 per cent of online shoppers, security remains an issue.

Another focus for the study is the ‘cold feet’ factor, which attempts to find out why customers abandon their online shopping before purchase. 68 per cent of small retailers feel that customer registration requirements contribute to this trend, as opposed to 48 per cent of large retailers.

Over half (57 per cent) of the retailers surveyed felt that poor site design and unclear navigation contributed to customer ‘cold feet’.

“Online retailers recognise that today’s online shopper is more demanding than ever before,” said PayPal’s merchant services general manager, Cameron McLean.

“We predict that this focus on services will be more and more crucial in those markets where price differences are less pronounced.”

Source: Retail Bulletin

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