Every online shop operator is constantly working to make their shop as attractive and as sales-ready as possible. But what actually stands in the way of the online shopping experience, and what really bothers customers when shopping online? How can shop operators minimise high return rates and keep customers for the long term? A study by QVC wanted to know that too, and surveyed more than 5,000 shoppers about what they miss most when shopping online:
The biggest obstacle in e-commerce is the missing “experience of the goods”. More than 70% of all respondents say so. The 18- to 22-year-olds in particular miss the tactile experience, at 78.9%. That is one reason why many online shoppers often send products back. At the same time, the risk rises that disappointed customers will not order from this online retailer again.
What can marketers and shop owners do about it? One option would be to bring the product closer to the buyer through detailed presentations. (YouTube) videos, for example, are an adequate means for that, as are the new Reels on Instagram. Products can be shown in pictures so precisely that the customer almost feels able to nearly grasp the product. The minimum requirements here are several images in the online shop that show the product from different angles and in a wide variety of everyday situations. Ideally with a video built in there as well. That is how products become “something you can experience”!
Around 21% of all respondents feel overwhelmed by the wide product range in e-commerce. You literally cannot see the wood for the trees. Among 18- to 30-year-olds this figure is even above 32%! That is a not inconsiderable number. They can scroll through the range for hours – but that does not fill the online basket automatically. The finding from the study is therefore “quality instead of quantity”! Better to offer fewer products, but better ones.
Another option here would be to build various landing pages in the shop, set up and promoted according to the target group. The prerequisite is of course the detailed and careful evaluation with an analytics tool.
For 27.1% of all participants surveyed, the fact that they cannot speak to a salesperson is a major obstacle when buying online. Especially with clothing sizes, or with specific questions about technical devices, it is not possible to respond competently enough online. Out of uncertainty the basket stays empty, or the product is returned later. Some e-commerce retailers now work with chatbots to create a feeling of closeness to the customer. But what is missing is being addressed personally, and the sales experience that goes with it. Anyone who can should therefore try to offer personal telephone support and/or try to answer every possible question about the product on the product page!
Further findings: Video demonstrations are very popular too. 37.5% of all study participants who shop on the internet watch a video about the product.
