Most e-tailers use email to send out order and despatch confirmations but often the emails lack critical delivery information, according to a survey by Prolog, the logistics and communications specialist.
It found that 30 per cent of emails did not advise the expected delivery timescale for the product which is important to all online shoppers.
Some 60 per cent of communications did not allow self-serve order tracking and 80 per cent did not contain a customer service contact to aid the customer.
The survey covered 31 individual e-tailers and focused on how they communicated with their customers during the order and despatch process of goods.
“With online shopping being more popular than ever, this survey has found that there are positive lessons to be learned for all those who manage online sales within the UK.
E-tailers needed to provide the right detail and communication channels to ensure that the customer experience is positive. said Ian Dignum, Prolog’s commercial director.
“With so many companies trying to increase their market share, those that support their customers through all stages of the process will be the winners”