How to Improve E-commerce Customer Experience

, ,
E-Commerce Order Fulfilment for the Small Business

E-commerce has undoubtedly become a powerful entity within the retail landscape following COVID-19. The global ecommerce growth rate for 2023 is forecast at 8.9%, bringing global ecommerce sales worldwide to $5.9 trillion. This marks a 1.8 percentage point increase from 2022’s growth rate, which followed a massive dip from 2021.

With e-commerce now more prominent than ever before, ensuring that you deliver high-quality customer service has never been more critical. Customer experience within e-commerce covers the entire customer journey, from how they feel when using your website to your order fulfilment process to customer communication.

Why is e-commerce customer experience so important?

A positive customer experience is crucial for e-commerce businesses in 2023. It dictates whether a customer will use your services again, how they review your business online and whether they recommend your business to people they know.

A customer experience report conducted by PWC found that 73% of customers believe customer experience is the most crucial factor in purchasing decisions. However, only 49% of consumers in the United States believe that businesses generally provided a good customer experience.

70% of consumers stated that speed, convenience, helpful employees and friendly service were the most important factors for customer experience. Research has shown that delivering these aspects could help businesses become more profitable.

43% of consumers stated that they would be willing to pay more for greater convenience, whilst 42% said they would pay more if they received a friendly and welcoming experience. 65% also stated that they believed a positive customer experience was more influential than advertising.

Ways to Provide a better e-commerce customer experience

We know how important customer experience is within e-commerce, but knowing what to improve is another story. Here are some of the key ways in which your e-commerce business can improve its customer experience:

Choosing the right employees

Given that 70% of consumers stated that a welcoming service was one of their most important factors for a positive customer experience, it truly pays for businesses to pick professional yet friendly employees. Companies offering blunt and delayed responses to customer queries are guaranteed to result in dissatisfied customers. Employees who provide prompt, detailed and friendly responses, whether via email or social media, can really go a long way.

A user-friendly website

Customers want to find the exact products they are looking for as quickly as possible. If your e-commerce website is designed so that it is difficult to navigate and browse through products, customers are unlikely to return. It’s essential to ensure that the search bar is easily viewable and that products are categorised logically so customers can easily find what they want.

Simple checkout process

A complicated checkout process is a guaranteed way to encourage shopping cart abandonment. The checkout stage can be the most critical within the customer journey for various reasons. Customers want to know whether their payment will be secure and their payment and delivery options. Therefore, the following must be visible during the checkout stage:


  • Trust marks – including logos from trustworthy companies to show that your site is secure such as Norton or Verisign.
  • A range of payment options including Visa, Paypal and Klarna
  • A range of delivery options including times and prices


Creating a personalised experience

Contextual marketing is all about delivering the right message to the right person at the right time, to create a relevant, personalised experience. Previously, this merely involved including someone’s first name in an email; now consumers expect much more. Using data such as user location and product browsing history can allow businesses to target relevant offers and ads that are likely to engage the customer and encourage impulse purchases.

Customer support

Making all your support channels clear on your website can help build consumer confidence, as they know exactly where to go if they have a query. Features such as live chats are particularly favoured by customers, as they know they can chat in real-time and are likely to get their questions answered quickly.

Detailed product listings

When customers spend their hard-earned money on a product, they want to know as much detail about it as possible. Therefore, businesses must include high-quality images from different angles and descriptive product descriptions to give the customer all the information they need before purchasing.

Optimise your website for mobile.

We expect retail m-commerce sales to account for 43.4% of total retail ecommerce sales in 2023, up from 41.8% in 2022. Businesses must, therefore, ensure that their website is just as good when accessed via mobile as it is for desktop. Having fast load times, autofill options, and ensuring that buttons are appropriately sized will create a seamless mobile experience.

Customer reviews

Displaying customer reviews on your website is an excellent way to build trust with your prospective customers, as well as provide them with information on individual products. Seeing that others were happy with a particular product is likely to encourage them to purchase, as well as any comments praising fast delivery and customer service.

Fast order fulfilment

Today’s biggest consumer expectation is that orders will be delivered within a matter of days if not the next day. Therefore, e-commerce businesses must ensure that their order fulfilment process is as efficient as possible from suitable packaging to fast shipment.


If you think your e-commerce business’ customer experience could be improved by a more efficient order fulfilment process, please speak to Pointbid Logistics on 0121 326 7368.

Or, contact us using the form below


Tell us your needs/requirements here...

2 + 2 = ?


packaging solutions
E-Commerce Order Fulfilment for the Small Business

How to Improve E-commerce Customer Experience

, ,
With e-commerce now more prominent than ever before, find out how to deliver a high-quality customer service and why it has never been more critical in 2023
international shipping

Shipping – How to Choose the Right Carrier for Your Business

, , , ,
Read our Guide on How to Choose the Right Shipping Carrier for Your Business. For help with e-commerce fulfilment, warehousing, storage, pick and packing, call Pointbid Logistics 0121 326 7368
demand fulfillment specialist

Benefits of automating your order fulfilment process

, ,
2022/23 has significantly benefitted from the altered shopping habits of consumers, with a sharp increase in e-commerce sales and Ecommerce sales are forecast to increase by a whopping 50% from $907.9 billion in 2022 to $1.4 trillion in 2025. With…
packaging solutions

Brand benefits of bespoke product packaging

Consumers have always valued a perfectly packaged product. Receiving a nicely organised, dent-free package, immediately gives a positive impression of your brand to the consumer. However, since the effect of Covid-19, we have seen an upsurge…
packaging solutions

Guide to Reverse Logistics in Supply Chain Management

, , , ,
Read our Guide to Reverse Logistics in Supply Chain Management. For help with e-commerce fulfilment, warehousing, storage, pick and packing, call Pointbid Logistics 0121 326 7368
what is pick and pack featured image

Ecommerce Warehouse: Best Practices to Increase Efficiency

, , , ,
Read our Best practice Guide for eCommerce Warehousing 2023. For help with e-commerce fulfilment, warehousing, storage, pick and packing, call Pointbid Logistics 0121 326 7368
selling across multiple channels

What are the benefits of a multichannel distribution system?

, , , ,
In today’s retail landscape, you will notice that many e-commerce businesses do not limit themselves to just one selling platform. More online stores are selling across multiple channels to reach more customers and drive further sales...
ecommerce online shopping

How to maximise e-commerce profitability in 2023

, , ,
How to maximise e-commerce profitability in 2021 - Despite the dramatic rise in online sales, maintaining profitability within e-commerce can still be a concern for business owners, particularly given the uncertainty surrounding post-Brexit trading rules and customers seeking value for money amid the pandemic.
Fulfilment Centre Warehouse

Order fulfilment and the growing need for efficiency

With e-commerce business soaring in 2023, the need for a seamless consumer experience from an efficient order fulfilment process has never been greater. The number one area in which consumers demand efficiency is when it comes to order fulfilment.…
what is ecommerce shipping

Key Logistics and Supply Chain Trends to Expect in 2023

, , , ,
Read our Guide to Key Logistics and Supply Chain Trends to Expect in 2023. For help with e-commerce fulfilment, warehousing, storage, pick and packing, call Pointbid Logistics 0121 326 7368
what is pick and pack featured image

How to improve your order fulfilment process

, , ,
The order fulfilment process is one of the most vital areas of an e-commerce business, particularly with the rapid escalation of online orders. As the popularity of online shopping continues to grow, businesses are focusing on how to maximise…
0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *