Three-quarters of UK shoppers would abandon a retailer if they had a bad online experience
July 2022 - Retail
Three-quarters of UK shoppers would abandon a retailer if they had a bad online experience: A survey of shoppers in the UK, France and Italy has found that the majority would abandon a retailer if they had a bad experience online and go to a competitor. Almost three-quarters of UK shoppers said that this is what they would do in the event of a poor online experience (73%), while in France and Italy the figures were even higher, at 79% and 78% respectively.
The survey by Signifyd, polled 2,000 customers in each country, seeking to find out more about how customers feel about Strong Customer Automation (SCA) -- a measure which has been brought in to make transactions more secure. It found that many consumers are experiencing confusion and frustration with the new measures, with more than a third of UK shoppers (36%) revealing they have been unable to complete a purchase due to the new process.
However, almost three-quarters of shoppers did say that they agree that it is worth going through the additional steps to ensure their transaction is safe. In France and Italy respondents also said they favour the new measures (79% vs 78%), but they also said they would abandon the retailer if they had a bad experience.
A third of UK shoppers (33%) said that they have decided against a purchase from a retailer when they have encountered a poor online experience, however this figure was much higher in Italy (56%) and France (46%).
The SCA measures require online consumers to authenticate themselves in two of three ways -- such as through biometrics or something unique that only the buyer would know -- like a PIN, password or using a specific authenticated device.
Some of the technology used in some countries is outdated, which is leading to a decline in orders subjected to SCA.
In the UK, 36% of shoppers said that the new SCA rules have stopped them from being able to complete a transaction, while 45% of French consumers and 50% of Italian consumers revealed this was the reason behind abandoning their online shopping basket.
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