eCommerce Shopper Pain Points: How to Avoid Them?

August 17, 2018
eCommerce store pain points

Online shopping is a booming market. Figures show that, in the US, consumers spent over $300 billion on online purchases in 2016 alone. And, with this figure predicted to double by the year 2020, consumers are becoming much less willing to deal with eCommerce brands that continue to ignore their needs.

Modern eCommerce Platform

Because of this, a growing number of online retailers are choosing to ditch their old eCommerce platforms in favour of newer alternatives, which are better equipped to meet their customers’ needs, as well as being able to meet the demands of a growing business.

There are numerous benefits of switching to a modern eCommerce platform. Some of these are:

  • Online businesses that switch to an SaaS platform can save thousands on maintenance and operating costs. These costs can be reinvested into the business, and used to attract new customers and add value for existing ones.
  • By using a SaaS platform, businesses are able to provide a more personal shopping experience. This gives a massive advantage over competitors who are still using older technology.
  • Mobile commerce is a growing industry. More and more consumers, especially millennials, are using their mobiles to make purchases. Modern tools can provide specific designs for mobile devices, which can lead to more sales.

As well as being beneficial to your online store, modern eCommerce platforms can help to address some of the biggest pain points for your customers.

Below are some of the biggest problems faced by modern consumers, and how your business can avoid them at all costs.

Product Information

 Unlike brick-and-mortar shopping, online shoppers aren’t able to physically look at a product before they make their purchase. Therefore, having as much information as possible is crucial if you want to make a sale. One of the biggest pain points for customers wanting to make online purchases is a lack of information about products and their availability, as well as inadequate filtering options, and websites that are difficult to navigate.

This can be addressed by choosing an inventory control system that auto-syncs with your eCommerce online platform and your warehouse. This is particularly important when new initiatives are being launched, including the introduction of new products lines, special offers, or when deciding to enter a new market.

All online stores should have the right inventory controls, which should provide notifications for stock-in and stock-out and purchase information for customers’ checking out as guests.

Online Payments

 For both online merchants and consumers, the ability for online payments to be processed efficiently and safely is extremely important. In fact, using a payment system that doesn’t meet these standards can have an overwhelming impact on the likelihood that customers will purchase from you, and whether they will visit your online store again in the future.

Some of the biggest concerns faced by consumers and retailers are the risk of fraudulent transactions, card data security and the ability to use different currencies and payment methods.

A good payment system should allow for easy integration for your online store. For example, this Shopify POS credit card reader syncs easily with Shopify, has industry leading encryption and certified EMV chip technology to protect your customers. It accepts payments from Visa, Mastercard, American Express and Discover.

Marketing Tools

 One of the downsides of online shopping for consumers is that they miss out on the “personal experience” that they would get from a traditional store. One way that you can help to tackle this problem is by improving your marketing strategies.

By automating certain tasks like promoting special discounts and mailing campaigns, you can spend more time working towards understanding the needs of your customers. HubSpot is a great tool to use for email marketing campaigns.

Delivery and Logistics

 With so many online shopping options available for consumers, now, more than ever, they expect to receive an outstanding service when it comes to delivering products.

With companies like Amazon now offering two day deliveries, and the rise of instant streaming services online, we live in a “have it now” culture. This is why it’s so important for eCommerce stores to provide timely and professional delivery services.

How can this be achieved? Choosing the right logistics partner is key. If you’re running an online store, make sure you thoroughly research all of the companies in your region to find the best one.  Make sure you negotiate with them and be clear on your terms and expectations. This will help keep your customers satisfied, and avoid some of the most common problems like goods arriving late, being damaged or not arriving at all.



After you have reviewed these shopper pain points and decided which your company are guilty of implementing, it’s time to make a plan and take action towards fixing them.



Michelle Deery is a freelance writer that works with Heroic Search, a SEO company based in Tulsa. She is passionate about marketing and eCommerce and writes content that helps business owners boost their profits.

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