“I want to speak to the manager.” —What e-commerce buyers think after buying, probably…
No, they aren’t happy: 85% of shoppers claim online retailers haven’t met their expectations at least once in the past year.
According to a survey of 1500 consumers in the US and UK, the main frustrations include price increases, late deliveries, and excessive shipping costs.
Because of this, 44% of those surveyed in the UK say they’re planning to shop online less.
Other issues of note include:
- Gen Z were the hardest to impress with 85% saying retailers failed them.
- Product reviews continue to make or break buying decisions.
- Baby Boomers and Gen X mostly use search engines, marketplaces, and physical stores. Millennials and Gen Z conduct research on social media with 43% of Gen Zers researching products on TikTok.
Takeaway: To keep your customers happy, focus on reducing costs, improving fulfillment, and try to cater to younger audiences—as they’re not easy to please.
But also, try to encourage happy customers to leave reviews. It always helps.
