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Forget the mistletoe, online retailers risk kissing goodbye to sales this Christmas

Research finds that more than 92% of internet shoppers would abandon their favourite brands this year due to outdated technology

OMNICHANNEL

Forget the mistletoe, online retailers risk kissing goodbye to sales this Christmas

As the UK experiences its annual surge in online sales, which continues to peak at higher levels each year, new survey results suggest that ensuring ecommerce sites run smoothly is even more critical than anticipated this Christmas, with more than 92% of internet shoppers switching to alternative brands if their websites experience technical problems.

Mega Monday saw online sales rise by more than 20% compared to the equivalent day last year and IMRG, the trade body for online retailers, now believes total sales for the December shopping season may bust its predictions of £6.4bn. But retailers are risking losing customers as they fall at the first hurdle with slow connections and outdated systems, as revealed in a new national study.

The study, conducted by telecoms provider Opal - the b2b arm of the TalkTalk Group - with YourSayPays, suggests that only 25% of people would revisit an ecommerce site and reattempt a failed transaction; fewer than 9% would wait more than fifteen minutes for site repairs to be conducted before looking elsewhere.

For every man that said he would forego his favourite brand following technical issues, 25% more women felt the same. In addition, a mere 18.4% of under-24s said they'd retry the same online purchase later that day if it hadn't run smoothly the first time.

Andy Lockwood, Transformation Director at Opal comments,” To overcome problems during the peak retail season, operating on a next generation network is crucial to ensure greater reliability, and investing in business grade bandwidth product will pay dividends”.

"We're seeing millions invested every year into maintaining the online presence of both smaller and more major vendors, and as shoppers increasingly rely on online purchase opportunities, those decision makers that upgrade their systems will see an excellent return on investment. Even if a site does encounter problems, using the latest connectivity products gives all retailers a key advantage."

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