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The 4 eCommerce Customer Pain Points You Shouldn’t Neglect


The eCommerce industry is rapidly growing with the UNCTAD reporting that global sales rose by 3% last year. The UK is among the top three countries with the most business-to-consumer eCommerce sales, just behind China and the US. For those looking to start an eCommerce business in one of these markets, the competition between businesses can be extremely fierce. If you don’t focus on your retention strategies, you can easily end up losing unsatisfied customers. Here, we’re listing down some of the most common customer pain points that can be detrimental to your business, and possible solutions to these problems.

1. Lack of Customer Support

In our ‘How to Reduce Customer Churn in Your eCommerce Store’ article, we mentioned that the average eCommerce store loses 76% of its customers within a year. And while losing some customers is an inevitable part of running a business, there are areas you can improve to avoid losing returning customers. It is essential to provide excellent customer service, as a single instance of poor customer service can sour your relationship with customers and lower your reputation.

To ensure excellent customer service, start by providing sufficient training to your customer service team through short HR courses, skills check-ins, or mentoring programs. Make sure to keep up-to-date with the latest service software and system processes too. Chatbots, for instance, can be implemented in your application or website to provide customers access to FAQs and to answer their easier questions in real time.

2. Limited Payment Options

Customers might be impressed with your range of products online, but unless they have access to payment options suitable for them, chances are they won’t push through with their purchase. For instance, since Amazon has such a wide buyer reach, they offer an array of payment options from credit and debit cards, as well as cardless options. Besides major credit cards, our TRU Connect service can also help businesses offer mobile and alternative payment methods to customers. Adapting to the rapid digitalisation and the rise of numerous e-wallets is now a priority for many eCommerce businesses.

Another option to consider is using the blockchain, as blockchain payment schemes have already been assimilated into the eCommerce industry. FXCM highlights that blockchain payments encompass interbank transactions as well as payments between organisations and clients. Blockchain payments will also help reduce costs and quicken transactions due to their digital and secure processes. The most common form of blockchain payment is using cryptocurrency, with eCommerce companies now offering this option to customers. In March 2021, PayPal launched Checkout with Crypto, a feature that allows customers to use crypto coins. Users were also able to convert their cryptocurrency into fiat currencies like euros and dollars with no additional transaction fees.

3. Poor User Interface Design

This can be a major pain point for customers, as each of them is going to instantly judge the look and feel of your website or platform. Research in the Online Journal of Communication Media Technology found the following seven aspects of interface design to be of the utmost importance: graphical representation, organisation, content utility, purpose, simplicity, and readability.

For instance, provide an organised menu at the top of your website for easy navigation, and keep the standout texts to a minimum, so you can direct attention to important announcements, such as discounts or featured brands. Wishlist options and product filters are also a must, as these features help your customers shop with ease. Remember, it takes 0.05 seconds for users to decide whether they leave or stay on your website, so you should spend time developing its design and understanding the preferences of your target market.

4. Complicated Checkout Processes

During March of last year, Statista found that 88.05% of online shopping orders were not converted into purchases and left in the cart. This can happen because of reasons such as lengthy and confusing checkout process, unexpected costs for tax or shipping, or having to create a new user account.

One feature you can implement to make the checkout experience enjoyable for your customers is a progress indicator that helps them understand how close they are to completing the process. Include thumbnail images of the products, and provide a comprehensive preview of their total cost with tax, shipping, and other fees for transparency.


Despite the advantages in eCommerce, customers can still be sceptical about your products or services, especially if their complaints are overlooked, or if they discover brands that are more appealing. Taking our four key points, assess and improve your business accordingly to keep your customers satisfied.

Exclusively written for trustpayments.com
by Jessamyn Bear

By |2021-10-29T08:56:18+00:00October 21, 2021|Blogs, eCommerce, Online Payments, SME|Comments Off on The 4 eCommerce Customer Pain Points You Shouldn’t Neglect

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