Concerns over delivery delays and stock shortages during peak shopping periods are hampering the growth of online retail sales, according to a new survey by international consumer research specialist Intersperience.
The survey found that 20% had spent less online than they had anticipated during the peak Christmas sales period.
They cited worries over products not being delivered on time as a key concern and one in two consumers who chose to buy goods online reported delivery or stock availability problems.
Paul Hudson, Chief Executive of Intersperience said: “Our research showed that although online shopping is still growing in popularity, retailers must address significant concerns over order fulfillment if they are to retain consumers’ loyalty, attract new business and boost spending.”
The survey also found that the older age group were keenest on online shopping and reported higher use, higher spend, greater motivation and fewer problems with shopping online this Christmas than younger people.
Overall, shoppers were evenly split on whether they prefer online or high street shopping, with 18 to 24 years olds showing a preference for in-store browsing and purchasing while the older generation were more likely to use the internet, particularly for goods such as books and DVDs.
Convenience, price and speed were cited as the main attractions of online shopping. Word-of-mouth rather than consumer review and price comparison sites remains the strongest influence on spending decisions.
The survey found that internet shopping is still regarded as cheaper than the high street – but the high street offered better value than people had expected.
Paul Hudson added: “For a long time online prices were regarded as considerably lower, providing a key driver for internet shopping. However, we are seeing signs that the price gap may be closing.”
Intersperience research also revealed that despite the recession, one in three shoppers who had intended to stick to a budget for Christmas failed to do so, busting their spending limits for gifts, food and drink.
Related Articles
