Retailers lack confidence in online channels, Adyen

Despite significant investment, only 13% of large UK retailers believe their best shopping experience is online, compared with 33% of small retailers, according to Adyen research. The company’s survey, involving 500 retailers in a management position, highlights that 95% of people in the UK shop online, and 60% in apps, yet one in five retailers still don’t offer the ability to purchase online or in app. Whilst only 1.2% of large retailers and 3.9% of small retailers rate their app as their best shopping experience.

Social is another overlooked channel, with 47% of retailers lacking the capability to let their customers buy through it. Myles Dawson, UK Country Manager, Adyen, says: “What matters to consumers is simple: they want to make a purchase as easily as possible. For retailers then, the focus should be on providing a unified and seamless experience across multiple channels. From our research, it appears that some retailers are missing the potential of a truly integrated experience due to a lack of confidence in their online channels. It doesn’t have to be this way. With the right technology, large retailers than discover the agility of their smaller counterparts, while small retailers can find the gravitas of their big cousins. Ultimately, to thrive in the current climate, retailers must provide a truly connected service. Consumers don’t choose channels to buy from, they select brands, so ensure you deliver a unified experience everywhere you sell.”