Pitney Bowes is a global technology company that provides commerce solutions in the areas of e-commerce, shipping, mailing, and data.
According to the study, consumers pointed to post-purchase experiences, including items arriving late, expensive shipping, tracking inaccuracies, confusing returns policies, and lost or incorrect items as reasons for their dissatisfaction.
“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,” said Lila Snyder, President of Commerce Services at Pitney Bowes.
“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,” Snyder stated.
Consumers in India are shopping online more frequently, and they prefer marketplaces
Nearly everyone is shopping online, i.e. 94% of global consumers (unchanged year-over-year). However, the frequency with which consumers shop online is accelerating. Globally, 35% of online shoppers make an online purchase at least weekly. In India, 68% of online shoppers are purchasing from a marketplace as opposed to a shopping with an online brand.
Snyder says the uptick in shopping frequency, while welcome news for retailers, is also contributing to the rise in consumer dissatisfaction. “Individual consumers are spending more time shopping online and waiting on products, creating a greater probability for a bad experience,” she said, adding, “As volumes rise, retailers are struggling to keep up with the demand in terms of physical infrastructure and the technology to manage it effectively.”
India prefers fast and free shipping
The study shows that consumers start to make judgments on the post-purchase experience even before placing their orders. At the same time, consumers are becoming more demanding in their expectations for 'fast and free'. Only 47% consider two-day free shipping 'fast'.
“If there is one finding for retailers to pay attention to, it’s this one: fast and free shipping is a must,” said Snyder. “Retailers invest millions of dollars in marketing to drive consumers to their e-commerce sites, but all of that expense and effort is for naught if they don’t also invest in attractive fast and free shipping offers that meet consumer expectations.”
Consumers still rank 'free shipping' as more important than 'fast shipping'. Globally, 76% of consumers prefer 'free' over 'fast'. In India, 56% of consumers prefer free shipping over faster delivery.
A bad post-purchase experience can cost retailers multiple customers
According to the study, 90% of online shoppers in the US will take an action that can hurt a retailer’s brand in response to a bad post-purchase experience. Their reactions range from sharing their frustrations on social media to never purchasing from the offending site again. Among millennials, 30% will go public about their poor experience, complaining in an online review or social media post, potentially affecting the buying decisions of their entire social networks.
The importance of the post-purchase experience voiced loud and clear by consumers was further validated by the results of retailer surveys. Successful high-growth retailers (25% or greater yoy revenue growth) place a greater emphasis on the post-purchase consumer experience than their slower growth competitors. This includes providing services like free returns and day-definite guaranteed delivery. 54% of high-growth retailers offer two-three-day free shipping, while 60% of low-growth retailers (10% or less yoy revenue growth) offer four-seven-day free shipping. High-growth retailers also tend to meet or exceed consumer demands for accurate, real-time tracking, free and fast shipping, easy returns with preprinted labels, prompt refunds, and even attractive branded packaging.
One trend that may be influencing expectations around the quality of the packaging is the growth of subscription box services. 27% of online shoppers are subscribed to at least one such service, including 51% of millennials and 47% of households with children.
“Successful high-growth retailers and brands not only exceed their customers’ expectations on the post-purchase experience, but they leverage every consumer touchpoint to build brand awareness, further strengthening customer loyalty,” said Snyder.
In the battleground for consumer attention, the study found that marketplaces continue to soak up 60% of online purchases, but it also found an opportunity for retailers who invest in their brand and delight consumers throughout the shopping and post-purchase experience. 61% of online shopping occurs when the consumer knows specifically what brand and product they’re looking to buy. In these cases, more than half (54%) prefer to buy from a retailer website over an online marketplace. This presents an opportunity for brands and retailers to build customer loyalty and trust by repeatedly delivering exceptional post-purchase experiences.
The same rules apply for cross-border shopping
The cross-border e-commerce market continues to mature. For the first time, fewer consumers said they were shopping cross-border dropping from 70% in 2017 to 64% in 2018. The US, China, and Japan were the only countries where the number of cross-border shippers increased in 2018. Still, the market continues to grow because those who are shopping cross-border are doing so more frequently. This was true in nearly every country we surveyed. Globally, 12% of consumers are now shopping cross-border at least weekly, up from 10% in 2017.
Consistent with the results of the study, frustrations with shopping cross-border can be attributed primarily to shipping that is too slow or too expensive. Other frustrations include the inconvenience of returning unwanted items and poor customer service.
The 2018 Pitney Bowes Global Ecommerce Study is based on surveys of more than 13,000 consumers in 12 markets, combined with surveys of 650 retailers in India, the US, the UK, and Australia. The report is intended to help guide retailers and marketplaces in their investment decisions and go-to-market strategies.