Food merchants dissatisfying customers, study shows

Food and grocery companies' e-commerce services are dissatisfying many consumers, a study has discovered.

User satisfaction among those using the websites is at six out of ten, while a navigation experience score of 51 per cent has also been reported, a study by Yuseo has found.

Individual stockists were assessed as part of the research, with Sainsbury's commended for its method of flagging up product availability and Tesco leading the pack when it comes to the simplicity of the checkout process.

Andrew McClelland, chief operating officer of the Interactive Media in Retail Group, said: "A retailer's go-to-market proposition may be very different from the competition but navigation glitches, poor site usability, bad imagery and deficient product descriptions will turn a customer off."

It is also key to ensure that e-commerce sites are secure, after research from YouGov found that almost half (43 per cent) of people who were planning to shop online last Christmas do not check that their information is encrypted.

Posted by Ab Hamid