Analysis

UK shoppers want better experience across channels, and will move to another retailer, at home or abroad, to get that: study

UK shoppers want better customer service from online retailers, and will shop elsewhere, including with overseas retailers, in order to find that, a new study suggests.

While just over a third (37%) of consumers feel they do get the best service and online experience, half of UK shoppers would move to a direct competitor if a site was too slow, according to a report from internet performance specialists Dyn, 40% felt that shopping from a mobile was less fast and easy than shopping from a computer, and 36% said they did not plan to buy via mobile this year,

The company questioned shoppers around the world and found that 56% of UK shoppers thought the key to improving the ecommerce experience was for brands to provide the same quality of experience on mobile, on computers and in the store. Meanwhile, 65% of UK shoppers have bought from a company outside the UK in the last 12 months, and 88% say they would buy from retailers in other countries. Around the world, 70% of consumers questioned had bought from retailers in other countries.

Paul Heywood, managing director EMEA, Dyn, said: “These survey results prove that consumers are willing to spend their money with retailers who provide the best online experience, regardless of where they are geographically located. For retailers this is an unbelievable opportunity to penetrate new markets, but to succeed they must ensure that they offer the same quality experience for shoppers, whether they are shopping online, on mobile or in store, as well as offer a fast and easy to use service.”