Failure to meet online customer demands costs retailers dear

28 November 2016 - Janet Bird

ecommerce checkout

Slow websites and the failure to provide a guest checkout option are costing UK retailers around £2 billion in online revenue, according to new research.

A study undertaken by retail analyst company Summit of the ecommerce offering from the UK's top 50 retailers showed that over a quarter of shoppers abandoned their baskets if they were not offered the option of checking out as a guest, costing the 38 retailers who failed to provide this facility £1 billion a year.

And while 92 percent of the UK's top 50 retailers now have websites built for mobile, Summit found challenges around delivery remain.

The report revealed that while 87 per cent of the assessed retailers offer click and collect, only 23 could provide nominated day delivery and only 12 offered day and time delivery slots.

The Summit report scored the UK's top 50 retailers on their performance across four main ecommerce areas - logistics and customer service, ecommerce technology, digital trading and online marketing - averaging out the marks awarded to come up with a final tally.

Argos and Sainsbury's achieved the highest scores, with 77 and 75 percent respectively, while Screwfix, Tesco and John Lewis also performed well to achieve 72 percent. Topshop, Evans, Dorothy Perkins and Superdrug were the worst performing, scoring just 56 percent.

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