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Negative shipping experience deters online shoppers: study

16
Jul '19
Pic: Shutter Stock
Pic: Shutter Stock
An alarming 77 per cent of respondents in a survey conducted covering customers in Australia, the United Kingdom and the United States have abandoned an online purchase due to unsatisfactory shipping options, while 58 per cent have actually stopped shopping with particular retailers altogether as a result of a negative shipping experience.

BigCommerce, the leading e-commerce software as a service (SaaS) platform for fast-growing and established brands, recently released the survey, titled ‘Shipping, Delivered: Best Practices & Expectations for 2019’, that examines responses of nearly 3,000 digital consumers and 800 online merchants to understand the role that shipping plays in the consumer purchase journey and how brands are adjusting operations to meet shifting expectations.

While e-commerce and shipping have a symbiotic relationship, shipping often becomes an afterthought for online retailers. For customers, however, a brand’s shipping experience can carry just as much weight as the product it sells and how it is marketed to them, a press release from BigCommerce said citing the study.

The mass adoption of Amazon Prime’s free two-day shipping and similar efforts from big box retailers like Walmart and Target have changed consumer expectations. In the past 12 months, 84 per cent of global survey respondents have made a purchase from an online retailer specifically because it offered free shipping, and half of respondents said that they avoid shopping with retailers that do not offer delivery at no-cost.

Free shipping can make online shoppers feel like they are getting a deal, even if it means spending more to get it. In the last 12 months, 84 per cent of global consumers have added items to their cart to receive free shipping.

From a generational viewpoint, nearly 90 per cent of millennial and 85 per cent of Gen Z respondents indicated they have added items to their cart solely to hit a minimum order threshold for free shipping, with about a third (33 per cent) of millennials admitting to ‘doing this all the time’.

Sixty eight per cent of surveyed merchants felt that Amazon’s shipping practices put unfair pressure on independent retailers. Keeping pace with Amazon’s shipping speed becomes even more challenging for the 80 per cent of merchant respondents that handle their own product fulfillment rather than relying on a third-party logistics provider, the study found.

Sixty percent of global consumers already recycle packaging from an online shipment ‘often’ or ‘almost always’, and nearly one-third of consumers would be open to driving to a physical store to pick up an online shipment rather than have it delivered directly to their house. Shockingly, roughly the same percentage of consumers (29 percent) has no interest in making any changes to the shipping process to help offset its carbon footprint on the environment. (DS)

Fibre2Fashion News Desk – India


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