Online Retail Brands Must Provide Fast Shopping Experience, Poll Finds

Digital Web
Supermarket Brands Integrated Advertising

Online retailers have a lot to mull over on how to attract consumers, while facing fierce competition. As it turns out, one of the first things to consider is the speed of the shopping experience they are offering.

According to a new poll from YouGov, UK consumers are becoming increasingly intolerant of slow online shopping. In fact, they expect instant access to details about products they are interested in plus a rapid and easy transition between online and mobile shopping channels. This tendency is driven by fast access to the Internet, a wide range of advanced devices available and consumers’ growing habit of using multiple screens.

The poll, commissioned by Cable & Wireless Worldwide, also reveals that consumers find fast delivery times essential. In fact, three quarters of the 2,000 UK adults surveyed expect their order to be delivered within two days. Still, price remains the key, with well over half of those surveyed citing cost as the single most influential factor when choosing a retailer online.

According to PC Advisor, which published the results from the poll, consumers are increasingly intolerant of slow shopping experiences, with as many as 46% saying they would switch to a competitor’s website if a retailer’s page does not fully load in 30 seconds.

Cable & Wireless Worldwide director of retail, leisure and logistics Diane McAuliffe comments that retailers must adapt to consumers’ high expectations and demands if they want to remain competitive.