UK online sales exceeded £130 billion in 2016. An £18bn increase on the year before, these figures demonstrate just how far internet shopping and ecommerce has come in recent years. But why has the UK adopted ecommerce and moved away from traditional shopping methods?
Undeniably ease of use and convenience are the primary reasons why online shopping has rapidly become the go-to for those looking to make a purchase in the UK. This has completely overhauled the way retailers attract customers, while providing a wealth of data on customer behaviour for us in the industry to use to our benefit. However, it is data from the European Commission’s Online Dispute Resolution Platform that has shed the most interesting light on buying habits.
In Europe, online buyers are protected by laws and regulations which mean that if they have an issue with a product or service, they can use the Dispute Resolution of the European Commission in order to reach a settlement without the need for legal intervention. Providing buyers with the kind of peace of mind they get when buying instore, it has helped bring online shopping into the mainstream.
Although millions of transactions are completed every single day without hassle across Europe, it seems that this fall back has resulted in the UK being one of the largest sources of complaints, per capita.
The statistics, which come directly from the Online Dispute Resolution Platform, shows that Germany leads the pack when it comes to the volume of complaints, racking in 7,375 complaints in total. However, when these figures are broken down per capita, it is Malta, Estonia, and the United Kingdom that hold the records for being the biggest complainers.
To put this into perspective, there has been a total of over 26,000 complaints via the Online Dispute Resolution platform since its inception in February last year. Of these, 46 complaints were registered from Malta. Boasting 415,196 inhabitants, it means that 0.011 percent of Malta’s population has filed a complaint via the Online Dispute Resolution platform. Estonia boasts the same figures when population is taken into account, while the UK’s number of complaints stood at 6659, meaning 0.01 percent of the population filed a complaint during the same period.
Around two in three of the complaints as a whole (totalling 61.56 percent) were national complaint, meaning they complained about sellers in their country. Of these, most of the complaints were related to clothing, footwear, airlines, computer goods, mobile telephone services and other electronic goods.
Tags: ecommerce, UK ecommerce, shopping methods, internet shopping