Home / Knowledge / News / Apparel/Garments / 60% global buyers feel let down by online shopping: study

60% global buyers feel let down by online shopping: study

Oct '18
Courtesy: Businesswire/Pitney Bowes
Courtesy: Businesswire/Pitney Bowes
Around 61 per cent of consumers globally felt let down by their online shopping experience during the last holiday season, according to the 2018 Pitney Bowes global e-commerce study. The figure was 47 per cent in 2017 and 41 per cent in 2016. Pitney Bowes is a global technology company providing commerce solutions that power billions of transactions.

In the United States, the rate of dissatisfied online shoppers is rising even faster with 56 per cent dissatisfied, up from just 36 per cent a year ago, a press release from the company said citing the study results.

Consumers pointed to post-purchase experiences, including items arriving late, expensive shipping, tracking inaccuracies, confusing returns policies, and lost or incorrect items as reasons for their dissatisfaction.

But despite frustrations, consumers are shopping online more frequently, the study found. Ninety four per cent of consumers globally are shopping online. Globally, 35 per cent of online shoppers make an online purchase at least every week. In the United States, 30 per cent make an online purchase at least every week, up from just 19 per cent a year ago.

The United Kingdom witnessed its rate of weekly online shoppers rise to 46 per cent, up from 38 per cent the preceding year.
The company feels the uptick in shopping frequency is also contributing to the rise in consumer dissatisfaction.

The study shows that consumers start to make judgements on the post-purchase experience even before placing their orders. In fact, 91 per cent of online US shoppers said they will leave a retail web site if critical services like ‘fast and free shipping’ are not available.

Consumers still rank ‘free shipping’ as more important than ‘fast shipping’. Globally, 76 pert cent of consumers prefer ‘free’ over ‘fast’. In the United States, however, the trend is starting to reverse, with 79 per cent preferring ‘free’ over ‘fast’, down from 86 per cent a year earlier. This reversal is mostly driven by millennials, with 35 per cent willing to pay for fast shipping, up from 20 per cent the year before.

According to the study, 90 per cent of online shoppers in the United States will take an action that can hurt a retailer’s brand in response to a bad post-purchase experience. Their reactions range from sharing their frustrations on social media to never purchasing from the offending site again.

The cross-border e-commerce market continues to mature. For the first time, fewer consumers said they were shopping cross-border, dropping from 70 per cent in 2017 to 64 per cent in 2018. The United States, China and Japan were the only countries where the number of cross-border shoppers increased in 2018.

Frustrations with shopping cross-border can be attributed primarily to shipping that is too slow, or too expensive. Other frustrations include the inconvenience of returning unwanted items and poor customer service.

The study is based on surveys of more than 13,000 consumers in 12 markets, combined with surveys of 650 retailers in the United States, the United Kingdom and Australia. (DS)

Fibre2Fashion News Desk – India

Must ReadView All

Anthesis Group takes over key assets of Made-By

Apparel/Garments | On 20th Jan 2019

Anthesis Group takes over key assets of Made-By

Anthesis Group, the global sustainability and solutions provider, has ...

ZDHC signatory brands share tools on screened chemistry

Apparel/Garments | On 20th Jan 2019

ZDHC signatory brands share tools on screened chemistry

ZDHC signatory brands - Levi Strauss & Co, Nike, H&M and C&A – are...

Courtesy: Global fashion agenda

Apparel/Garments | On 20th Jan 2019

ASOS, PVH become partners to Global Fashion Agenda

ASOS and PVH Corp are becoming part of the Global Fashion Agenda’s...

Interviews View All

Top executives, Textile industry

Top executives
Textile industry

GST has levelled the playing field to an extent

Sunil Rathore, Lacoste India

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Pinkesh Jain, Everflow Petrofils Ltd

Pinkesh Jain
Everflow Petrofils Ltd

‘An innovative technology which India needs desperately is the...

Kalai Selvi,

Kalai Selvi

Vidyashilp Academy in Bengaluru is the country's first Fairtrade School....

Himanshu Jariwala,

Himanshu Jariwala

J Korin started as a partnership firm with four powerlooms in the textiles ...

Carolin Russ,

Carolin Russ

Weko, Weitmann & Konrad GmbH & Co KG, based in south Germany, is...

S Ziya Gumuser, Teknomelt

S Ziya Gumuser

Turkish nonwoven manufacturer Teknomelt has been around for only seven...

Giulio Cesareo, Directa Plus SpA

Giulio Cesareo
Directa Plus SpA

Established in 2005, Direct Plus SpA, is one of the largest producers and...

Luis Quijano, Liberty University

Luis Quijano
Liberty University

Focusing on bold patterns and colour palettes, Luis Quijano, a student at...

Sandeep and Sarah Shaikh Gonsalves, SS Homme

Sandeep and Sarah Shaikh Gonsalves
SS Homme

SS Homme celebrates the craft of traditional tailoring through the bespoke ...

Jay Ramrakhiani, Occasions Elegance Wear

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Mike Hoffman, Gildan Activewear SRL

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

January 2019

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search