e-commerce sites 'can hinder sales during peak periods'

Retailers and SMEs that are dependent on e-commerce business risk losing up to 92 per cent of their online trade if their internet connection and web infrastructure is slow and outdated, according to findings from a study conducted by telecoms provider TalkTalk Business.  

The findings explore the financial impact that poor web connectivity can have on companies during peak online sales periods such as January, Bank Holidays or the festive period.  Connectivity and ensuring e-commerce sites run smoothly for businesses has never been more critical, with more than 92 per cent of internet shoppers switching to alternative brands if their websites experience technical problems.

Only 25 per cent of people surveyed* would revisit an e-commerce site and re-attempt a failed transaction, whilst fewer than nine per cent would wait more than fifteen minutes for site repairs to be conducted before looking elsewhere. Those with the most purchase power are also the most impatient browsers.  

For every man that said he would forego his favourite brand following technical issues, 25 per cent more women felt the same.  In addition, a mere 18.4 per cent of under-24s said they'd retry the same online purchase later that day if it hadn't run smoothly the first time.  

The solution to this technical problem for companies of any size or sector is to simply invest in business grade broadband to greatly improve the speed, efficiency and reliability of its ecommerce function.  

Andy Lockwood, transformation director at TalkTalk Business, explains: "So many businesses rely on their broadband connections to deliver 'mission critical' systems such as POS/chip-and-pin authorisations, stock management and online trading.  At Opal, we are committed to developing a true business grade broadband proposition that will enable firms across the UK to benefit from a next generation network that will match their needs and future-proof their business as well as shoring them up to take on sales spikes.

"The options that can really make a difference include business broadband packages with a guaranteed upstream and downstream bandwidth of 512Kbps which ensures mission-critical applications are available all the time, and an Annex M option that can double upstream bandwidth.  

"We're seeing millions invested every year into maintaining the online presence of both smaller and more major vendors, and as shoppers increasingly rely on online purchase opportunities, those decision makers that upgrade their systems will see an excellent return on investment.  Even if a site does encounter problems, using the latest connectivity products gives all retailers a key advantage."

*Poll of 1,000 consumers conducted by yoursaypays.co.uk on behalf of TalkTalk Business

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