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Internet shoppers increasingly frustrated
DOUG NAIRNE

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Hong Kong shoppers are increasingly frustrated with their purchases over the Internet, with complaints about poor delivery, wrong products and high prices.
A survey of 1,000 people by ACNielsen found that the number who were either "very satisfied" or "quite satisfied" with their online purchases plummeted from 87 per cent in January of this year to 64 per cent in August.

"As people become more experienced with e-commerce, they are raising their standards," said Johnny Tsin, a senior consultant with ACNielsen.online. "We now find that there is some definite room for improvement."

Of those who were unhappy, 77 per cent cited slow or non-existent delivery as the cause, followed by 37 per cent who didn`t get the same product that they had ordered.

Other irritants included being unable to see the products before buying them (23 per cent), online stores not accepting returns (11 per cent), and prices that were higher than in retail stores (8 per cent).

Overall, the number of Hong Kong residents who had made a purchase online in the past month stayed steady at five per cent.

Mr Tsin said business-to-consumer e-commerce was not catching on in Hong Kong the way it has elsewhere because the delivery infrastructure is not in place and people already have easy access to retail shops.

"Unlike North America, all the stores here are in walking distance," he said. "Stores selling online need to offer something unique to be successful."

But one area where ACNielsen found that Internet shoppers have shown a growing interest is groceries, and this has created a HK$800 million-a-year demand in Hong Kong, the researcher says.

In August, almost half of the people who shopped over the Internet had purchased food and household goods in the previous 12 months, up from only 20 per cent in January.

Mr Tsin said supermarkets are succeeding where others have floundered because they have an established delivery network and are using the Internet to augment a service that already exists.

He said people commonly shop online for basic items like rice and bulk food, with the typical purchase being between HK$150 and HK$200 per visit.

Grocery shoppers made an online visit to their supermarket once every two weeks and spent HK$3,600 per year on average.

Meanwhile, the number of people buying books and magazines dropped significantly from 27 per cent to 18 per cent.

Tickets to movies and other entertainment became more popular, increasing from 3 per cent to 16 per cent.

Most other areas showed little change.

quelle: scmp

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