90% of global shoppers shun brands after poor online experience

11 May '23

2 min read

Pic: Shutterstock/Rawpixel.com

Insights

Ninety per cent of global consumers are less likely to buy from a brand after a poor online experience, and 29 per cent are more likely to post negative reviews.
Seventy per cent experienced delivery delays, affecting their brand perception.
Around 35 per didn't receive an explanation for delays even as 38 per cent received no compensation for late orders.

A whopping 90 per cent of surveyed consumers across the globe were found to be less likely to buy from a brand again after a poor online shopping experience, while 29 per cent said they are increasingly willing to share a negative review online. Around 70 per cent have experienced a delayed online order in the last six months, affecting their overall view of the brand.

Thirty-five per cent of consumers shared that they experienced shipping delays without any reason provided for the delay. With consumers looking for speed and convenience as the deciding factors when they purchase online, these delays drive customer dissatisfaction and affect brand decisions, according to Korber’s 2023 State of Shipping and Returns survey.

About 38 per cent of consumers were not offered any compensation, refund, or discounts on their recent delayed order, yet 83 per cent indicated that is important to them. The survey highlighted enhancing shipping visibility and accountability to help avoid unexpected delays. And when delays invariably occur, having a plan in place for customer communication to update expectations and provide potential appeasement helps to create customer loyalty.

“Customer expectations have only grown more complicated post-COVID. Korber’s latest research reveals that a good shopping experience can make a loyal customer for life. On the contrary, a poor experience can leave a wake of destruction. The importance of a frictionless customer experience cannot be emphasised enough. Brands need seamlessly integrated technologies to overcome these challenges and ensure that consumer expectations are met,” explained Chad Collins, CEO Software at Korber business area supply chain.

For the survey, 2,200 consumers across the US, Canada, Brazil, Mexico, Australia, Germany, France, and the UK were polled in February 2023 to gain an understanding of changing consumer expectations and what drives customer satisfaction.

Fibre2Fashion News Desk (NB)