Two Strikes and You’re Out: Applause Survey Highlights Consumers’ Low Tolerance for Ecommerce Errors

Applause Reveals Key Insights from 5th Annual Holiday Shopping Survey

Applause, a global leader in digital quality and testing, has unveiled the results of its fifth annual holiday shopping trends survey. Despite ongoing concerns around inflation and economic instability, the survey revealed that consumers plan to spend more this holiday season. However, they are doing so strategically, focusing on sales and discounts while demanding seamless and reliable shopping experiences.

Spending Smarter Despite Economic Pressures

The survey, conducted globally with over 7,200 respondents from the Americas, EMEA, and APAC regions, found that consumers are cautiously optimistic about spending. Around 42% of shoppers planned to spend more in stores, and 44% intended to increase their online expenditures. However, 76% of respondents admitted they were altering their spending habits by prioritizing sales and discounts to manage the impact of inflation and financial pressures.

Interestingly, while 31% of respondents adhered to their budgets and 21% spent less than planned, 48% reported overspending. This highlights a tension between financial caution and the allure of holiday promotions.

Seamless Ecommerce: A Top Priority

The survey underscored the importance of a frictionless ecommerce experience. About 26% of consumers stated they would abandon an online purchase if they encountered a bug during the shopping process. Checkout, in particular, emerged as the most critical stage: 63% of shoppers would abandon their cart after just two failed payment attempts, and only 18% would try a third time. Notably, 28% of consumers identified checkout errors as the most frequent reason for abandoning purchases.

“With financial pressures intensifying, consumers have become less tolerant of checkout issues,” said Luke Damian, Chief Growth Officer at Applause. “Transaction errors are costly for brands, with more than half of consumers abandoning purchases after two failed attempts. Ensuring a seamless checkout process is no longer optional; it’s essential.”

Changing Payment Preferences

Consumer payment preferences are evolving rapidly. More than half of respondents (52%) reported adopting new payment methods over the past year, including digital wallets, cryptocurrencies, and electronic funds transfers (EFTs). However, the survey also revealed a gap in acceptance: while demand for digital wallets is growing, only 58% of retailers currently support these options.

According to an earlier Applause payments survey, 76% of consumers are likely to abandon a transaction if their preferred payment method isn’t available, further emphasizing the importance of offering diverse payment options.

Mobile and AI Usage Soar

Mobile devices continue to dominate as the preferred shopping tool, with 72% of respondents favoring smartphones or tablets over desktops or voice-activated smart devices. This marks a significant increase from 68% in 2023 and 43% in 2020. Additionally, the integration of AI into the shopping experience is gaining traction, with 37% of consumers using AI tools to assist with their holiday shopping this year.

Omnichannel Challenges Persist

Omnichannel shopping options like Buy Online, Pick Up In-Store (BOPIS), curbside pickup, and delivery lockers are becoming more popular, but they are not without issues. Nearly half (48%) of respondents said they would switch brands due to poor omnichannel experiences. The most common complaint with BOPIS was that items were not ready for pickup despite receiving confirmation emails (23%). This year, curbside pickup posed the greatest challenges, frustrating 30% of users.

Social Media’s Growing Influence

The role of social media in holiday shopping continues to expand. A significant 76% of respondents said social platforms often or sometimes influence their purchase decisions, leaving only 6% unaffected. This underscores the growing importance of a strong social media strategy for brands looking to engage holiday shoppers.

Persistent Ecommerce Bugs

Despite advancements in digital experiences, bugs remain a significant barrier to online purchases. Fifteen percent of consumers reported encountering issues during their holiday shopping. Common problems included website crashes (43%), inability to apply discount codes (34%), difficulty finding items (28%), and payment transaction failures (19%).

“As payment methods diversify and omnichannel shopping grows, brands need to rethink their testing strategies to ensure flawless customer journeys,” Damian added. “Addressing bugs and inefficiencies is critical for retaining customers and driving revenue.”

About the Survey

The survey was conducted in two phases: the first in November 2024, focusing on general holiday shopping plans, and the second in December 2024, capturing experiences from Black Friday through Cyber Monday. These insights extend the findings of Applause’s State of Digital Quality Report, which examines digital flaws across industries.

About Applause

Applause is a leader in digital quality, offering comprehensive testing solutions powered by a global community of testers and advanced technology. Their managed services support organizations throughout the software development lifecycle, ensuring apps, devices, and digital experiences are functional, intuitive, and inclusive. Learn more at applause.com.

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