Second ATG study reveals over half of European consumers cite difficulty reaching retailers as the biggest frustration with shopping online

Second ATG study reveals over half of European consumers cite difficulty reaching retailers as the biggest frustration with shopping online

European consumers are more frustrated by online customer service than they were a year ago, according to the results of the latest online shopping study conducted by Art Technology Group (ATG), a provider of cross-channel commerce solutions.

The benchmark survey of 5,000 European consumers reveals that 43% rate online service as just satisfactory or worse, a rise compared to last year’s figure of 25%.

The results also indicate that over half (51%) of consumers find the most frustrating aspect of shopping online is the difficulty they have reaching retailers by phone or online chat to answer questions. The second most cited frustration was trouble experienced completing orders at the checkout (23%).

When asked which sectors offered the best levels of online service, the results echoed those of last year with most (27%) giving the highest ratings to the entertainment sector. Drilling down, the study reveals that the speed of service (22%) and the option to shop via their preferred channel (22%) is what consumers like most about buying online.

Regional, local spending limits

The survey also found that 43% of consumers across Europe are willing to spend no more than €50 (£32.64) online in a single transaction. This is less than last year, when over half (53%) said they wouldn’t part with more than €50 online, suggesting consumers are more comfortable shopping online.

Over one third (35%) of UK consumers would not describe their experience of online shopping as anything more than satisfactory. A further 40% of consumers believe the entertainment sector offers the best level of service online. Slightly above the continental average, 45% of consumers wouldn’t spend more than £50 online in a single transaction. Meanwhile, forgetting account information, such as login details, was cited as the most common consumer frustration (31%).

Frank Lord, ATG vice president for Europe, Middle East and Africa, commented on the results: “More brands than ever are keen to target new markets and engage customers through multiple channels, but this can’t be at the expense of excellent customer service. A large percentage of European consumers remain dissatisfied with the online shopping experience so it is crucial brands constantly assess how they can improve service levels. This means deploying tools such as ‘Live Help,’ which gives shoppers the opportunity to receive real-time assistance via the phone or instant messenger during the checkout process. Difficulties getting access to shoppers was a key frustration highlighted in our research and can easily be avoided through the deployment of such technology.”