Research undertaken by NetExtract on the performance of UK online retailers has shown that websites are not providing customers with the multiple delivery options, clear contact details, and testimonial/feedback features that online shoppers look for before they buy, even though establishing trust with potential customers is the number one priority for building a successful ecommerce business.

Given that twenty four million parcels from online retailers failed to be delivered first time, and that four million failed to arrive at all over the 2006 Christmas period, having both clear and multiple contact and delivery options is a necessity for the reassurance of potential customers. That being so, why do so many fail this first test of trustworthiness where simple, commonsense provisions are concerned? NetExtract findings show that 60% of UK online merchants have no telephone number on their website, 43% have no address to indicate where the business is located and 39% fail to offer even a contact email address. Amazingly, 30% of sites profiled provided neither a telephone number or an email address.

Where delivery options are concerned, 11% of online retailers provided a free postage or delivery service and 15% mentioned offering a next day or Special Delivery service. Of the delivery companies named on the websites Royal Mail services (including Special Delivery) was identified in only 17% of cases.

Since 71% of online shoppers claim to seek out ratings and reviews on or about the shopping sites they visit, it is surprising that only 38% of e-tailers provide a testimonial or comments area on their website, and that only 10% of sites provided a FAQ.

As NetExtract's Managing Director, Thomas Roberts, said: “Consumers require reassurance before purchasing from online retailers. This analysis has highlighted that many online retailers can help further reduce the fears of potential customers by offering multiple contact channels, delivery options and adding testimonials from current customers to their sites”.

How does your ecommerce site stack up?

Kate