By Daniel Hunter

A survey by PEER 1 Hosting, the leading provider of web hosting solutions to the e-commerce industry, has revealed that nearly 70% of online shoppers would spend more online if e-commerce websites were better.

The independent online survey of 1000 British adults has also found that if an online sale is lost, the customer is more likely to go to a competitor with only 15% stating that they would go to the site’s offline store to make a purchase. 33% say that they would go to a different website and 11% said that they would go to a different offline retailer.

The survey was designed to uncover the true consumer opinions of high street brands online, to highlight the widening gap between service in store and service online.

The main irritations of online shopping were found to be:

· Having to create an account to complete a purchase
· Difficult website navigation
· Poor product offering
· Poor delivery times
· Slow websites
· The brand doesn’t sell via the website

Consumers were asked to select the brands that had lost their online business from a selection including the UK’s biggest retailers. The retailers named the most frequently in the poll were:

· B&Q
· Homebase
· Topshop

Dom Monkhouse, EMEA MD at PEER 1 Hosting, says this shows how brands need to wake up to the reality of how much a bad website can cost them.

“With seasonal shifts like Christmas, as well as days like Mega Monday and Black Friday causing huge demand for retailers, it is vital that retailers are ready to meet the needs of shoppers. Retailers that get this wrong online are losing customers who go to rival shops both online and offline," he said.

“This Christmas will see a rise in consumer spending, on multiple devices. It’s paramount for brands to ensure that their ecommerce proposition is not driving shoppers into other retailer’s stores.”

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