UK: shopper satisfaction with e-commerce websites declines in 2012

According to results released by software provider EpiServer and research group OnePoll, the top 25 online vendors in the UK have received an average satisfaction rating of 58 percent, down from 63 percent in 2011. Data indicates that Amazon has posted a total of 73 percent and the web platform run by Marks & Spencer, the high-street chain, has posted a total of 70 percent and House of Fraser, the department store operator, has ranked third on 66 percent.

The same source unveils that 36 percent of respondents have declared they had increased the amount of shopping they conducted online during 2011. 57 percent of shoppers have typically made purchases from a few favored websites, while 40 percent have opted for whichever merchant offered the best prices. 92 percent of respondents have stated that easy navigation was the most important feature of these websites, whereas effective product search facilities have logged 89 percent on this metric.

With regard to payments, findings reveal that another 92 percent of the panel have agreed that clear and transparent shipping costs were the key consideration, but vendors only posted 75 percent on this measure.