Study Finds Top UK Online Retailers Not Meeting Customer Expectations

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16th March 2011 15:23 - Retail

A study of 2,000 consumers by EPiServer has shown that UK retailers are failing to provide an engaging online shopping experience that meets the expectations of consumers.

The websites that were rated in the survey came from the Hitwise Top 50 Hot Shops List and included Amazon, Apple, Argos, and

The research also revealed that the majority of retailers fail to take advantage of social commerce and other important features such as recommendations, reviews and social media sharing links.

A total of 88% of those surveyed said that user reviews were vital or important to their online shopping experience, but only 42% of retailers provided them.

Vice President of Marketing Europe at EPiServer, Maria Wasing, commented: “UK retailers need to develop their websites to provide more engaging, social features and content that will keep consumers on a site until a point of conversion or entice them to return if they leave the site. There are major challenges ahead for retailers in this fast-evolving digital age. The ones that tap into the power of the ‘social-web and social commerce’ to gain traffic, loyalty and revenue will be the ones that succeed.”

Looking the four areas of overall web experience, browsing, buying and after-sales, online retailers scored an average of 63%.

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