What’s wrong with Australian E-Retailers?
I’ve just been reading the latest issue of NETT magazine (if you’re into online business – subscribe to it now, it’s full of need-to-know information). In his editorial, Josh Mehlman talks about the online shopping habits of Australians and it spurred me onto a little bit of research of my own. Last year, 6.7 million Australians bought something online. That sounds great doesn’t it? That is until Editor Josh tells you that 43% of that 6.7 million bought their wares from a retailer outside of the country. That’s 2.8 million people taking their money and sending it overseas.
Why?
Simple answer – a majority of online retailers in Australia (and their web designers to a degree) are ignorant of the shopping needs and wants of the average consumer.
Put put yourself in the average online shopper’s shoes. What you want when you go online shopping?
• A fast loading site that is easy to navigate.
• Free shipping if possible – if not, clearly displayed charges.
• Express checkout, not a dozen screens to work through.
• Various options for payment.
• And last but not least, GREAT PRICES.
Honestly, the last point is the kicker. If you can buy something cheaper overseas, why buy it here? I understand that it may not be possible in some cases however the online store is supposed to get rid of the middle men thus reducing the cost.
The web designer can play a major part in the flow of the online shop (note: always include a search option in large online stores) however the store owner must keep the above points in mind at times when moving a store online. It would be great to get those 2.8 million people back to spending their money in Australia.
(Reference: Nett Magazine October 2009)
