Biggest E-Commerce Irritant? Post-Purchase Problems

Preliminary holiday e-Commerce sales reports have been encouraging, but they don’t tell the whole story: 61% of global consumers felt let down by their online shopping experience during the period, up from 47% in 2017 and 41% in 2016, according to the 2018 Pitney Bowes Global Ecommerce Study. While the U.S. had a lower percentage of shopper dissatisfaction than the global average, 56%, that percentage represents a dramatic increase from the 2017 figure of 36%.

Retailers have been making strides in eliminating friction during the shopper journey, from introducing AI-powered curation to helping shoppers try before they buy with augmented reality. However, the pain points irritating shoppers occur mostly after their orders have been placed. Common complaints include late delivery, expensive shipping, tracking inaccuracies, confusing return policies and lost or incorrect items.

“More and more, consumers are telling us that the post-purchase experience – what happens after the order – is every bit as important, if not more, than the shopping experience that occurs before the order,” said Lila Snyder, President of Commerce Services at Pitney Bowes in a statement. “The silver lining for retailers: consumers are giving you the blueprint for how to get it right, and those who get it right will be rewarded with customer loyalty and revenue growth.”

Retailers may be victims of their own success: 30% of U.S. shoppers now make an online purchase at least…