Shoppers have a number of genuine grievances with e-commerce brands, according to global research commissioned by Dyn, which highlighted frustrations including slow-loading websites and the difficulty of using mobile sites to make purchases. This article is copyright 2015 The Best Customer Guide.

Only 37% of shoppers think that they get the best service and overall experience online, showing that retailers still have work to do to meet customer expectations.

Shoppers' lack of confidence is strongest with mobile, as 40% of UK consumers - more than any other country surveyed - believe that mobile shopping isn't as fast and easy as shopping on a computer. This poor experience could explain why over a third (36%) of UK consumers say they don't plan to make any purchases from mobile devices this year.

Two-thirds of Brits say that compared to using a computer, they expect the same quality and speed of performance on mobile at least 'most of the time', highlighting that tablets and smartphones could become stronger sales channels with an improved user experience and faster, responsive Internet performance.

Consistent, easy and innovative
Over half (56%) of UK shoppers believe that the key to improving the overall ecommerce experience is for brands to provide the same quality experience, on computers, on mobile and in the store. With UK shoppers expected to spend £52.25 billion online this year, retailers can reap huge awards if they provide innovative multichannel shopping experiences.

In line with this, 45% of consumers surveyed say that they would be willing to buy a product directly through social media via a 'Buy Now' button, suggesting that shoppers are open to retail innovations if they make shopping more enjoyable or easier. The wide adoption of social media means there are clear opportunities for retailers to sell through social. However brands must create the right user experience through intelligent partnerships.

"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 a good examples of brands tapping into new technologies to make shopping easier and more instantaneous," said Paul Heywood, managing director (EMEA) for Dyn.

Retail Race
For a consumer looking to buy, the speed of the website is a make or break factor for sales. Over a quarter (27%) say that their typical reason for abandoning a purchase is because the website is too slow, highlighting a huge potential loss to retailers.

Half of UK consumers say that if a site is slow-performing they would head to a direct competitor to buy the product and 42% say that a slow and bad quality site damages their trust in a brand always or most of the time.

In the UK though, retailers have a longer than anywhere else to convince their shopper not to abandon a purchase. Brits are surprisingly some of the most patient, with 47% willing to wait five seconds or longer for a web page to load when shopping online. This is not reflective of the rest of world in which three seconds or longer is enough to send consumers fleeing.

Cross Border Increases Competition
Competition is not limited to retailers within the United Kingdom. 65% of UK consumers have bought an item from a company outside of the UK within the past 12 months, and 88% say that they would possibly or definitely purchase from retailers located in other countries, if the experience was faster and easier. Globally 70% of consumers surveyed have bought from retailers located in other countries, offering UK retailers the chance to benefit from cross border commerce as the popularity of British brands abroad rises.

"These survey results prove that consumers are willing to spend their money with retailers who provide the best online experience, regardless of where they are geographically located," concluded Heywood. "For retailers this is an unbelievable opportunity to penetrate new markets, but to succeed they must ensure that they offer the same quality experience for shoppers, whether they are shopping online, on mobile or in store, as well as offer a fast and easy to use service."