eCommerce Delivery Options Discourage Shoppers

By Pete Rizzo (@pete_rizzo_)  

A new white paper commissioned by UPS and conducted by comScore has revealed 83 percent of online shoppers are satisfied with their eCommerce experience, but that problems with the post-purchase experience are discouraging many shoppers from buying.

The study examined the purchasing habits of more than 3,000 online shoppers in February 2013, and found that more than half of all respondents voiced a dissatisfaction about this part of the buying process in a number of key categories.

Only 49 percent of consumers said that they were satisfied with their ability to choose the delivery date for eCommerce purchases. Likewise, just 44 percent reported satisfaction with their ability to choose the time of their delivery and re-route packages after their order has shipped.

While notable, the 27-page white paper uncovered a wealth of new data about how consumer’s view in-store shopping options, location-based deal providers, checkout features, and more.

In this PYMNTS.com Data Point, we break down UPS’ “Pulse Of The Online Shopper” to show how eCommerce retailers can remove consumer pain points and position themselves for success.

In-Store Options Drive Online Sales

The report examined the aspects that drive consumers to shop at an online retailer, and found that the ability to buy online and returns items at a store was the top determining factor for eCommerce buyers. This value-add captured 62 percent of the vote from study respondents.

As illustrated by this chart, in-store buying options remain popular with eCommerce consumers. Still, some in-store options that have yet to connect with buyers. The study found that 25 percent find ship-to-store services inconvenient, while another 14 percent said they decrease the convenience of online shopping.

Shoppers Are Using Location-Based Deals

Omnichannel marketing is expected to gain momentum this holiday season, and a key aspect of this experience for many retailers is digital deals. The findings indicate this may be a wise investment, as 49 percent of respondents have used a location-based social deal service.

Groupon was the most widely used location-based deal service. According to the study, 35 percent of respondents reported to using the service. LivingSocial, Facebook Check-In, Yelp! and Foursquare rounded out the top five most used location-based deal services.

Delivery Is Most Important Check-Out Feature

The study found that 76 percent of consumers view free shipping options as the most important part of the checkout process.

Fifty-three percent of shoppers said that it is important for eCommerce companies to provide an estimated delivery date before they enters their information. An additional 49 percent said that an estimated or guaranteed delivery date was likely to influence their buying.

The Impact Of Return Policies On Purchases

Just as delivery options are important in the buying process, the report revealed that return policies play a deciding factor in how consumers purchase online. Eighty-two percent of respondents said they were likely to complete a sale it they could return the item to the store or ship it back to the retailer.

How did value-adds like prepaid labels and free in-store returns impact consumer purchasing, and how long are eCommerce consumers willing to wait for delivery?

For this insight and more, download your copy of “UPS Pulse Of The Online Shopper” here