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What annoys customers about online stores - 3 tips for more customer satisfaction


Published on: Feb 17, 2020

frustrated ecommerce customer

One thing is a fact: shoppers like to store online. But that only applies if the ordering process is quick and easy. However, there are a few stumbling blocks that spoil customers’ desire to buy online. And that has consequences: Anyone who is dissatisfied with their purchase will not order from the same online retailer again in the future. But what annoys online shoppers the most and how can retailers generate more customer satisfaction?

This annoys customers when shopping online

Right at the top is the obligation to create a customer account, and that’s even before an order can be placed. Another serious reason has nothing to do with the ordering process. One third of customers are particularly annoyed by cumbersome returns. The problem with returns processing is also shown by the results of the parcelLab E-Commerce Shipping Study: 13 of the top 100 online retailers in Germany do not provide their customers with a returns label. The customer either has to print these out himself or even request them from the online retailer first. In third place is incomplete or non-transparent product information. They cost the customer a lot of nerves and often mean that the product ordered does not meet expectations. This in turn drives up the returns rate.

return label bar chart

13 of the top 100 online retailers do not provide a returns label.

3 Tips to Improve Customer Satisfaction in E-Commerce

At best, retailers manage to ensure that their customers are still relaxed and happy during and after shopping in their online store – and hopefully come back. However, there are a few things that retailers can do to make ordering, delivery as well as returns as easy as possible for their customers.

1. enable guest ordering

Many customers do not want to create a customer account when ordering – and they don’t have to! After all, opening an account is not necessary for contract fulfillment, so Trusted Shops. Those who prefer to order without creating a customer account when shopping online should be able to do so without any problems. Online retailers must offer their customers this option in any case. Thus, the creation of a customer account may no longer be required since May 25, 2018. However, merchants may give the customer the option of at least one alternative ordering method (e.g. by e-mail or telephone). However, reference must then be made to this when opening the customer account.

alternative order methods ecommerce

Conrad allows its customers to order without an account. (Source: Conrad)

2. Facilitate delivery and return process

Just like shipping, the return process is also of great importance to the customer. This should always be able to be handled without any problems. It is therefore all the more important that customers are informed at all times about where their package is and when it will reach them. Through proactive shipping messages, merchants can ensure that their customers always know about the whereabouts of their shipment. With an integrated track & trace page directly in the merchant’s store, customers can additionally be guided back to the web store after placing their order.

branded parcel tracking page
By using proactive shipping messages, customers can always be kept up to date on the status of their order.

3. Create detailed product descriptions and images

It’s not that hard. What merchants need to do for it: Put in a little extra time. Professional product descriptions and images not only get customers to place an order, but they can additionally lower return rates. How this works? Those who can realistically imagine the product in advance through realistic images or detailed descriptions are usually not disappointed when they unpack the goods. And this also pays off for the retailer, because the return rates drop and the probability that the customer will order from the online store again in the future is very high.


Customers can quickly lose their desire to shop online. But it shouldn’t, because retailers must offer their customers the best possible shopping experience at all times. However, customers are often annoyed by shopping in online stores. That’s when retailers should take remedial action. How does that work? Like this, for example: Allowing customers to order as guests, making the delivery as well as the return process as simple as possible, or through detailed and realistic product images and videos. Then customers will come back in the future and be happy to recommend the online store to friends and family.

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