Web rage turns shoppers back to the high street

Online retailers get two chances before customers are lost, research claims

Three quarters of people now shop online, but the growing threat of ‘web rage’ could drive consumers back to the high street, according to a regional ecommerce study.

Some 78 per cent of online shoppers surveyed complained that their frustration with website performance has led them to turn off their computer.

A further one in three refuse to give even their favourite website more than a second chance before turning back to the high street.

Online retailers were warned to move quickly to improve the shopping experience for its online customers or risk alienating them irrevocably.

The most common factor cited as causing web rage among more than half (54 per cent) of the 1000 people surveyed is the inability to ask questions by telephone.

Other irritations include websites crashing during a transaction (47 per cent), usability and complicated registration processes (47 per cent), inability to find information (46 per cent) and inability to amend orders (45 per cent).

‘Web rage is a burgeoning online phenomenon,’ said Deri Jones, chief executive of SciVisum, which commissioned the survey.

‘With less than half of online shoppers prepared to give their favourite website more than two chances to get it right, the message is that online shoppers are showing zero tolerance to poor performance.’

The survey also found the average spend of online shoppers was £89 a month, though one in 10 splurged up to £5000 or more on a single purchase.

CDs and books were the most popular items bought online, though clothes, groceries and financial services were also popular.

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Further reading

UK backs online shopping despite OFT doubts

Tenth of shopping now online, says IMRG report

Dixons and Currys offer worst customer service