What Do People Dislike About Online Shopping?

 Pew Project, it was reported that 75% of those
What Do People Dislike About Online Shopping?surveyed were concerned about both financial and
In an industry where double-digit growth haspersonal information being secure. The other area
previously been the norm, it would seem hard toof concern was regarding the amount or the way
imagine finding much dissatisfaction amongst itswhich online shopping information was presented,
consumers. Online shopping, one would gather,with 58% stating they found that information to
offers benefits that would attract anyone whobe overwhelming. The Privacy Rights Clearing
has a computer with access to an internetHouse, a report titled “Online Shopping Tips:
connection. Although not everyone has thatEcommerce and You” cited the number one
access (in the United States over 50% of the USconcern of online shoppers as a combination of
population is now connected to the Internet),Pew research piece. Those online shoppers in the
those that do are not 100% convinced that onlinePrivacy Rights piece declared that not only should
shopping is the way to go. In finding out about thethe payment and product process be secure, but
why, what and how of online shopping, you maythat both the financial and purchase information be
be surprised by why people shop online, whatsimplified, not in any way overwhelming.
they dislike about shopping online, and how onlineIf Ecommerce growth will be fueled to some
shopping might change to continue growing in thedegree by increased spending of current online
future as it has in the past.buyers, then attracting new online shoppers
Online buyers are shifting a greater share of theirseems to be a key factor in the equation of
purchases from the traditional brick and mortarcontinued growth. However, although online
stores to the web in search of moreshoppers agree to the benefits (convenience,
convenience, cost savings, and broader productsavings, selection), most also agree on the
selection. These three “whys” of onlinedetractions (financial and personal information
shopping were found to be consistent throughoutsecurity, the purchase process). Let's take a look
the research for this article. According to anat some of the numbers to see how change
October 2008 report by Forrester Research, in acould affect growth. If we look back at the
survey of 1000 adult online buyers, 48% expectForrester Research report of October 2008, we
to find the best values online (that's up from 41%find some of those interesting numbers.
in 2007). In a report from the Pew Internet andForty-seven percent of online shoppers plan to
American Life Project entitled “Onlinespend the same amount in the next twelve
Shopping:Convenient but Risky”, the whysmonths. Further stated, 27% plan to spend more
were similar. Of the people surveyed for theand 26% plan to spend less money. By my math,
report, 78% stated convenience while anotherthat adds up to basically flat growth. The US
68% cited saving time as the reasons forDepartment of Commerce projects the 2008
shopping online.growth for online shopping to be about 7% (the
Further evidence of the reasons why people shopDOC tracked the industry's growth rate at 20%
online was reported in June 2008 by ERetail inplus since 1999). Additionally, eMarketer reports
their “Top 100 Online Retail Index”. Thethe 2008 holiday season (November &
major factors for shopping online wereDecember) grew at about 10%. Combining the
financial(26%), gas prices(16%) and the economicDOC and eMarketer findings, we do see some
outlook(14%). Additionally, 34% of thosegrowth but not at near the double-digit rates of
surveyed said they planned on spending moreyears past.
money shopping online. If financial and theSo what's an industry to do? Referring again to
economic outlook are about savings, then gasPew finds an interesting analysis. Pew measured
prices (not driving to the store?) is about savingsthe combined effect of making non-online
and convenience. And of those planning to spendshoppers comfortable with some of the hesitancy
34% more, they probably have found out aboutof shopping online. The data gathered reflected
the broad product selection.financial/personal information, the purchase
If the “whys” of people shopping onlineprocess, along with the previous “whys”
seemed consistent, then so will theregarding savings, convenience and selection.
“whats” of things that people dislike. It'sImproving the confidence of non-online shoppers
not surprising that in an industry with suchin these areas could have an overall impact of as
dramatic growth (more on that later), technologymuch as 12% growth. If you consider that some
glitches and process management have combinedof the drop-off in growth may be due in part to
to create some dissatisfaction. That those sameeconomic concerns around the world, then
areas of dissatisfaction are consistent tells us thatsustained ecommerce growth seems very much
those areas can be improved if not totallya potential outcome.
eliminated.In closing, because online shopping is such a
In a Nielsen Consumer Report/Global Surveydynamic industry, the technical and processing
conducted in February 2008, the top securityaspects will only continue to improve. As those
concerns regarding online shopping were reported.two areas seem to be at the root of any
The first concern was not receiving the item(s)dissatisfaction with online shopping, those
purchased or receiving different item(s) than whatimprovements are probably in place and taking
was purchased. The second security concern wasaffect. Making online shopping a better experience
that personal information would be sold to a thirdbenefits all of us – those who provide it and
party. Lastly, the third concern was financialthose who use it.
information being stolen. Referring back to the