Poll Finds UK Shoppers Want Improvement to Online Checkout Process

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1st May 2012 16:57 - Retail

A survey by MasterCard has revealed where small businesses and private sellers are falling down in their online customer experience.

The market research found that consumers are most frustrated online when it comes to entering payment, billing and shipping information for parcel delivery services.

The second biggest concern for online shoppers is uncertainty about how an item fits or looks in person when it arrives.

A total of 58% of the respondents polled who regularly make purchases on the Internet also said they would like to see a single facility that stores their account information and can be accessed quickly, regardless of the site they’re buying from.
Group Executive for eCommerce and Mobile at MasterCard Worldwide, Geoff Iddison, commented: "The research shows that consumers want a simpler, faster way to enter account information, so they can spend more time searching for exactly what they want and less time filling out forms at checkout."

Another finding of the study was that 53% of mobile users said they use their handheld device for Internet shopping, showing that this is a growing lucrative retail channel.

Mr Iddison concluded that companies and individuals selling products online will benefit from improvements to their current checkout process.

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