Just 37 per cent of shoppers are content with their online retail experience, according to recent research by cloud-based Internet Performance company, Dyn.
Mobile shopping was one area in particular where shoppers lacked confidence, with 40 per cent of UK customers strongly believing that mobile shopping was not as convenient and quick compared to shopping on a computer. These results offer up a possible reason as to why 36 per cent of Brits were uncomfortable making purchases via their mobile devices this year.
However, the research showed that 56 per cent of UK shoppers believed that the ecommerce experience should deliver the same high standards across the various platforms.
Paul Heywood, MD EMEA, Dyn, said: “If new ways to shop are hassle-free, secure and fast then consumers will be willing to try them.
“The introduction of ‘Buy Now’ buttons by Twitter and Facebook are good examples of brands tapping into new technologies to make shopping easier and more instantaneous.”
A further 45 per cent of those surveyed stated that they would purchase a product directly through social media using a “Buy Now” button.