Tips to improve your customer’s online shopping experience

Tips to improve your customer’s online shopping experience

Written by Malope Mashifane on February 12th, 2016

Online shopping has been a buzz word for a while now. Companies and brands are going online to conveniently provide their products/services to their consumers. Although the market is still in its early stages in South Africa, there is a promising and steady growth in consumers shopping online. There’s a statistic on Business Tech that states that the majority of South Africans spend between R250 and R1000 when making a purchase online. And with Valentine’s Day coming up there will be a lot of purchases.

With companies trying to make it convenient for all, there is still some gaps that need to be filled. There are some insecurities around online purchasing and some issues were raised by people who prefer not to buy online.

Their common fears were:

  • 67% of non-online shoppers said that their key concern is online security of payments. They fear they might be charged more or be a victim to fraud.
  • 58% of people who have not shopped online said they are more concerned about not getting the things they ordered.

As you can see, the statistics are above average and it impacts a large percentage of your possible consumers. There are few ways to ensure you erase the fears and doubts of the potential consumer. One of them is to lower the product/service costs. Make your product or service cheaper online and offer them discounts. This attracts more people to buying online rather than going to the store.

screenshot-www inmotionflowers co za

A page on In Motion Flowers, they specify which flowers are available for same day delivery


Secondly, faster delivery. Make it convenient for the consumer. When they know they can get the products quicker. There is a high chance that they will come back for more purchases and refer you to their friends (including the social media friends). With faster delivery, also offer flexibility. Which means you can deliver today or a week later. Whenever it is convenient for them. Also, communicate clearly on which products are available for urgent deliveries. Lastly, provide safer ways to pay for the products online and provide different payment options e.g credit/debit/cheque card. Statistics show that 70% of all online transactions in the last year were paid for with a credit/cheque card. People want to know they can trust you with their money and bank details without falling victim to fraud.

Another fact to keep in mind is that your website needs to be responsive. Which means, it needs to function well on desktop as well as on mobile. Statistics gathered from over 90,000 respondents during the 2015 SA eCommerce Awards survey showed that 28% of shoppers make online purchases using their mobile phones.

And more statistics reveal that:

  • 50% of online shoppers who own a smartphone or feature phone have used it to buy online, while an additional 21% expect to do so in the future.
  • 70% of mobile shoppers use their phones to shop from their home or office.
  • 94% of mobile shoppers saying they use their phones to search for information about products, stores or businesses.
  • 62% of mobile shoppers use their phone to compare product prices while shopping in store.
  • And lastly, in regard to browser preferences, 45% of mobile shoppers prefer to shop by using an app while 26% of mobile shoppers prefer to shop from a mobile browser.

We have broken down the factors that make SA’s online consumption relatively low compared to other places. Although there is hope and a steady growth within the market. The gaps still need to be filled by the companies and brands. To recap, inform your consumers about your online service, assure and prove to them that there’s safety in online purchasing, offer them payment options and lastly DELIVER.


Business Tech: How much South Africans spend online /What’s driving online shopping in SA?

In Motion Flowers(Image)

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