Europeans find online shopping only satisfactory

An online shopping study from ATG, (Art Technology Group), the premier provider of e-commerce solutions, reveals many e-tailers in Europe do not cater for local shopping habits. The research, which quizzed more than 6,500 consumers on satisfaction, likes and dislikes, common frustrations, and spending habits, showed that, in countries where satisfaction is poor, consumer spend is also lower.

A quarter of Europeans refuse to describe their online shopping experiences as anything more than 'satisfactory'. One in 10 Spanish respondents went so far as to say their experience of e-commerce is 'poor' or 'very poor'. Overall, Europeans think the entertainment sector offers the best service (43%) and homewares the least (6%).

1 in 3 (38%) French respondents think comparing products to find deals is the best thing about online shopping. 34 per cent of Germans, on the other hand, like the speed and efficiency of shopping online best. In contrast, 1 in 5 Britons prefer to reading peer reviews and comments before making a buying decision, and around 1 in 10 in the BeNeLux region like having information emailed or texted to them.

The biggest annoyance across Europe is a lack of customer service (64%). France and Spain are most put off by difficulties reaching the organisation when they have questions (38%). Nearly 1 in 3 Britons (29%) are frustrated by forgetting their log-in details. 36 per cent of Germans are annoyed with problems at checkout.

More than half of those surveyed (53%) said they would not part with more than 50 euro at a time online. But 1 in 14 Brits would spend £5,000 or more. However, just 1 in 5 French respondents said they would spend over 500 euro. Taking into consideration dissatisfaction with online service levels, its likely online spend would rise if customer care improved.

Frank Lord, vice president for ATG in Europe, the Middle East and Africa comments on the results: "It's clear the e-tail market in Europe is still finding its feet. Web shops that consider customer service first by integrating the tools that meet local needs, such as shorter check out sequences in the UK and Germany, and live help in France and Spain, stand to benefit. But true internationalisation is managed best from one platform that delivers a seamless customer experience both online and offline across many countries, languages and web sites."

Image: Online shopping