Online shoppers positive about their experiences

Online shoppers have reported being happier with their retail experience than ever before, reports.

According to the latest ‘eCustomerServiceIndex’ report from IMRG and eDigitalResearch, those swapping bricks for clicks when it comes to their shopping habits are happy with the service – and getting happier.

During the six months to January 2013, online shoppers reported a user satisfaction level of 83.4 per cent – the highest recorded score since the index began back in 2008. Thanks to better purchasing systems and fast credit card processing, online shopping is now seen to be more user-friendly than it ever has been.

Despite the positive response, online shoppers did note a number of small issues which still prove troublesome, with shipping the biggest of them. Of those surveyed, 23 per cent said they would prefer a better delivery service, whilst an additional 17 per cent cited a quicker response to queries. Where customer service was concerned, 40 per cent said the inclusion of a live chat option or freephone number would fit the bill.

“The reasons behind this rise in satisfaction are twofold,” head of communications at IMRG, Andy Mulcahy told

“Retailers have invested a lot of money in enhancing the online experience by really focusing on their customers, while supporting technology elements such as rich media and social tools have greatly enhanced the idea of a site providing virtual assistance. Having said that, customers are getting ever more demanding. With the modern customer, there is never any time for complacency.”


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