Almost all customers have a problem when shopping online
Not only the price plays a role? New research by Coveo analysts shows that more and more e-commerce customers pay attention to the quality of the websites they shop on. More than half of consumers are willing to pay extra for additional services and higher standards. According to the respondents, online shopping should be as pleasant as in-store shopping.
Technology company Coveo surveyed four thousand US and UK adult consumers about their online shopping experience., They indicated that as many as 91% of customers have encountered at least one problem while shopping online. As a result, consumers increasingly pay attention to the quality of service and online experience.
Respondents pointed out m.in. slow websites (35% answers), problems with finding a given product (34%) or badly designed navigation of a website or application (29%). In last year’s survey, this type of problem was indicated by 50% of respondents.
At the same time, as many as 93% of respondents agreed that shopping online should be as enjoyable as shopping in a stationary store.
– With the popularization of e-commerce, consumers have become more experienced and more familiar with the market offer. As a result, there are more and more buyers with high expectations, not only in terms of low prices, but also the quality of service. It can be presumed that e-shops which compete only on price will lose to bigger and more modern entities. I mean the companies that put on a richer offer, approach tailored to customer requirements and cooperation with professional partners who provide martech solutions and digital competence – says Wojciech Kyciak, CEO of Bezokularow.pl S.A., which one of the brands is wOkularach.pl – an authorized online eyewear retailer using new technologies that allow you to try on frames and check their fit to your face using a camera and artificial intelligence capabilities.
Young people in the center of attention
Coveo analysts also pointed to generational differences that influence the habits of those surveyed. Younger buyers from so-called. of Generation Z are less loyal and attached to brands than their parents or grandparents.
“Zetas” are more willing to pay extra costs in exchange for a better user experience. As many as 60% of Generation Z respondents already pay extra in exchange for finding a product faster.
Young people are also more likely to pay more if they discover a new offer in return (54% of Generation Z vs. 44% of the general population) or receive personalized recommendations (53% to 44%).
– Representatives of generation Z simultaneously have significant digital skills, high expectations and weak brand loyalty. They do not close themselves to only one brand and are able to use many applications and shopping sites at the same time. They require seamless services and a very high quality online experience. Previous Coveo research found that after encountering three problems while shopping already 73% users are able to abandon a brand. Lightning-fast websites and applications, accurate recommendations and shortening delivery times become essential – comments Wojciech Kyciak, from online optical store „wOkularach.pl”.
Amazon is still strong, but..
The Z generation also shows the least loyalty and trust towards Amazon. More than half listed reasons why they would leave the US giant. Among other things, they do not believe in the reliability and truthfulness of reviews and prefer competing brands.
However, this doesn’t change the fact that in the US and UK, the platform still enjoys a dominant position. More than half of respondents indicated that they start shopping online m.in. from checking Amazon’s website. The others start their search for products on search engines or manufacturers’ websites. Only 16% start the shopping process by checking the brand’s website.
Interestingly, the Polish market stands out in this respect. Poles prefer native platforms and according to analysts m.in. Inquiry, only 15% of Polish consumers have so far taken advantage of Amazon’s offer. Poland is still dominated by Allegro, which has been used at least once by 89% of shoppers. In second place is OLX, in third place is Empik.com, while Amazon is only sixth. This, however, may be changing.
Marketplace platforms have a growing share in Polish e-commerce. In this respect, the Polish market is steadily becoming more and more similar to the American and British. It is a m.in. The effect of the fact that marketplaces generally provide a better user experience They are technically more refined, prepared for higher loads and better optimised in terms of matching offers to consumers than individual e-shops.
As a result, e-commerce platforms grab a growing share of Polish online sales. Currently, the share of marketplaces’ów in the Polish online trade is about 60%. However, Inquiry analysts indicate that within the next few years this share will increase to 75%.