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E-commerce satisfaction levels increase

16 January 2012 - 13:04 by Mike Price

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Consumers flocked to their computers in order to buy presents in the run up to Christmas 2011 and now a study has found that the majority of people who used safe shopping online during this period were content with their e-commerce experience.

Baynote has published the findings of a study, which show that 84 per cent of people who organised Christmas online were happy to rate the quality of the services they encountered as either good or excellent, which is up by six per cent, compared with 2010.

The factors which mark out a solid online shopping experience include a swift, uncomplicated process at the checkout and the ability to read product reviews written by other customers.

However, while e-commerce on laptops and PCs fared well, it was a less successful Christmas for m-commerce on smartphones and tablet devices. Safe shopping online offered by social networking sites was also criticised by users.

Eighty per cent of respondents said that social networking had no sway over their shopping habits during the festive season last year.

Facebook, the world's largest social network, did see some improvements in this area, with a fifth of those questioned stating that they had made a purchase because of a promotion on the site. However, just nine per cent bought something directly through Facebook's e-commerce channel and so it is still a moderately minor player in the market.

Despite concerns about m-commerce quality and social networking viability, online shopping from portable devices looks set to soar this year.

The survey found that 60 per cent of consumers will be jumping online from a tablet computer in order to shop online. Interestingly, just 21 per cent said that they would be accessing e-commerce platforms from their smartphones, which suggests that tablets are much preferred as a means for online shopping.