More than 83% of Australian consumers say a bad online shopping experience would destroy their trust in that brand entirely, according to a new study by mobile and IoT management solutions provider, SOTI.
The study, From Bricks to Clicks: State of Mobility in Retail 2021 Report, revealed the three elements of online shopping that Australian consumers regard as non-negotiable: faster delivery times, seamless returns, and better protection of personal payment data.
Almost one-third (31%) of Australian consumers said they typically shop with brands that have the fastest delivery timeframe. A further 57% stated that if the delivery or pick-up of goods took more than two days they would look elsewhere. In fact, 20% believed that events such as the pandemic would eradicate retailers who cannot master their delivery process and experience.
The returns experience is now just as important as the buying experience, making it mandatory for retailers to allow shoppers to search, buy and return goods effortlessly. Over 70% of Australian consumers indicated that their main online shopping frustrations were due to ineffective delivery and returns processes, and general website inefficiencies. Almost two-thirds of consumers (60%) said the returns processes should be more automated to make the experience faster.
While just over half (51%) of Australian consumers agreed they feel their payment data is safe when making an online purchase, nearly 72% said they have abandoned an online purchase because they did not trust the online retailer with their payment details. Additionally, large retailers have gained more consumer trust when it comes to data security, with 87% of consumers trusting only large and well-known online retailers with their personal payment data, whereas 62% indicated they are nervous about small retailers keeping their data secure.
Australian shoppers have quickly transitioned to online shopping and instantly made clear what they expected from online retailers and what they are unwilling to compromise on, SOTI vice president of sales for Asia Pacific said.
“With the e-commerce space more competitive than ever before, our research shows that a retailer’s failure to satisfy these demands is now a swift dealbreaker for many consumers, which not only drives them to shop with a competing retailer, but completely undermines any brand loyalty.”