E-commerce: users need help

E-commerce: users need help

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Need help? Yes thanks. When we are physically in a shop it is quite natural to ask for the help of a salesperson in choosing the product we want. When we shop online, however, this is not possible. With the'e-commerce which is establishing itself as an increasingly important channel in purchases, the lack of support during the online purchase process it is becoming a problem.

To say it is the investigation that LivePerson, the leading solutions provider of online engagement in real time, he commissioned an independent company to analyze the purchasing behavior of over 5,700 users, of which 530 Italians, of e-commerce sites, tourism, entertainment, telecommunications and utilities.

The answers show that although immediate access to information in any place and from any device are changing the way consumers shop, the need for support during the purchase remains strong and affects over 80% of users. In fact, many customers feel abandoned to themselves in front of their PCs, smartphones or tablets. And this happens above all in Italy.

The research shows that, even if only one in six respondents actually require support during the online purchasing process, 83% of consumers admit that they may need it. Among the countries analyzed, the United Kingdom is the least likely to seek support (only 13% of respondents say they are in favor), while Italy is the one that is the most (43%).

During the purchasing process, 71% of users expect to find support within 5 minutes, 31% expect immediate help. The speed of information retrieval it was found to be less important for Germans (48% of the interviewees), but fundamental for Americans (81%), British, French and Italians (all 73%).

If support were not offered within the indicated time, 48% would turn to a competitor site or abandon the purchase. In this sense, the United Kingdom has the highest percentage of 'deserters' (58%) while the Italians are the most persistent: only 30% are ready to go elsewhere while 9% opt forabandonment of the purchase.

When asked what determines the success of a customer service, there were two main responses: the speed in solving a problem (for 82% of respondents) and the ability to resolve in a single step (first-contact resolution, 56%).

Interestingly, 93% of consumers believe the real-time support may come in handy in several stages of the purchasing process. 51% also said that, if they could take advantage of a Live Chat, they would be more inclined to buy, a particularly strong trend in Italy, supported by 60% of respondents.

Curiosity: among the samples analyzed, the Germans seem to be the most practical in terms of shopping on the web (87% of the interviewees), while the Italians see themselves as the less experienced (only 55% of the interviewees declare a medium or high level of expertise).

This perception is confirmed in the purchasing habits: among all the countries analyzed, German experts (53%) say they spend more on the web than in shops, followed by the British (47%) and the Americans (40%). Italians close the ranking: only 27% of respondents spend more online.

Video: UX Design for eCommerce: Lecture 1- Homepage Goals (July 2022).


  1. Palamedes

    By the way, the radio program was about this. I don’t remember what the wave of justice was ...

  2. Conlaoch

    Excuse, that I interrupt you, but I suggest to go another by.

  3. Rodd

    the prop is preserved, which that one

  4. Jawhar

    you were visited by the admirable idea

  5. Tautilar

    I would like to talk to you on this question.

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