Small Businesses ‘Need to Catch Up With Big Online Retailers’

by Stephen Logan on 23rd December 2010

Small and medium-sized businesses that are attempting to gain customers through the internet need to do more to catch up to the online market leaders.

This is the suggestion of a new study from ForeSee Results that discovered the top companies in this area – such as Amazon, Play and John Lewis – are providing a much better online experience to consumers than their smaller rivals.

Kevin Ertell, vice president of retail strategy at ForeSee Results, explained that getting the basic web experience for potential customers right should be a vital part of a firm's digital strategy.

"Retailers need to tune into and fully understand what their customers want from them and focus their attention on converting browsers into customers," he said.

Mr Ertell added that satisfied shoppers are "worth their weight in gold" as they will remain loyal to a brand and recommend it to others.

Earlier this week, a Chase Paymentech study noted that it is vital websites can offer a reliable shopping experience as an increasing number of consumers turn to the internet to make purchases.