Issues with parcels
A number of issues can arise when shopping online. This article explores the challenges of online shopping, including payment security, delivery concerns and the importance of returns.
Online Shopping & Delivery — Part 5
Research into the Hungarian market
In recent years, everyone has experienced how the world of online shopping has changed our lives. The exponential growth of online purchases and the widespread use of online platforms have created new opportunities for businesses, while providing consumers with convenient and fast access to a wide range of products and services.
Based on our research into online order delivery, in this series of articles we will present users' expectations and experiences of online order payment, delivery and communication during the process.
A non-representative online questionnaire, in-depth interviews and desk research preceded this article. In our questionnaire survey, we interviewed participants between the ages of 16 and 75.
Online Shopping & Delivery Series
We introduce customers’ preferred payment methods. We explore the criteria they use to make decisions and their attitudes towards increasingly popular virtual card payments.
#2 — The Economic Effects of COVID-19
We discuss the economic impact on online shopping. We look at whether the change in shopping habits during the Covid period has continued, and outline how rising inflation may influence users’ decisions regarding payment and delivery methods.
In this article, we look at customer feedback on different delivery methods and preferences. We also discuss how delivery-method choices by product category influence customers, as well as what they think about environmentally friendly delivery methods.
From the moment an order is placed, the status of ordered products and communication related to collection are crucial. In this article, we focus on the messages and notifications customers consider important.
#5 - Package issues and seeking help
In this article, we discuss customers’ perceptions of the safety of online shopping, the items they return, and their concerns and expectations when shopping on international websites.
Reliability of online shops
A number of issues can arise when shopping online. Beyond the possibility of a faulty or damaged parcel arriving, shoppers also need to consider the reliability of the online shop itself. As the number of online shoppers has increased in recent years, so too has the number of people falling victim to scams. In such cases, shoppers either share their banking details with a third party who then exploits them, or they do not receive the product they paid for.
Our respondents believe that a certain level of digital literacy is needed to recognise phishing emails and SMS messages asking them to share their email address or banking details. This risk is particularly present among older generations, as they spend less time online and have less experience of knowing when, with whom and what data it is safe to share.
Younger generations, who are more active in the digital world and place orders online, tend to be more cautious about the security of a particular online shop. According to our research, people who are sceptical about buying from a certain online shop use digital solutions, such as single-use virtual cards, to avoid payment issues.
A single-use virtual card is a digital card that generates a unique card number after each use, preventing scammers from accessing the full amount.
General fears about online shopping
Alongside payment security issues, our respondents’ biggest concerns are receiving a faulty or damaged parcel (26%) or not receiving it at all (21%). To address these concerns, online shops should clearly explain how products can be returned.
17% of respondents said they are concerned when they cannot find information on the website about how to return a product. Another common concern is that a product ordered online may not be the same colour or size as it appears online. This was identified as a problem by 16% of our respondents.
On-time delivery is also an important consideration for our respondents. When buying a birthday gift online, timely delivery is the most important factor. 10% of our respondents are concerned that the parcel will not arrive at the promised time.
Delivery issues
A common problem is that customers do not see the product until it is delivered. In many cases, they only discover an issue when the ordered product arrives. For example, when buying a fridge, its size and weight mean that the parcel can easily be damaged during delivery, leaving the product dented or scratched.
To avoid these issues, customers like to open the parcel in front of the courier so they can check the product’s condition together and immediately indicate if they do not wish to accept it and want to return it. In the case of a damaged or broken product, our respondents typically expect a replacement or a discount from the seller.
International parcels
Most respondents have bought products from abroad. They say they are generally more patient with longer international delivery times, but order tracking plays a key role in these cases. They typically have positive experiences with orders within Europe: delivery is considered fast and the parcel usually arrives within the stated timeframe. At the same time, customers consider orders from outside Europe problematic, as delivery takes longer and customs clearance complicates the process. The main inconvenience is that they only receive information about customs clearance once the parcel reaches Hungary, the associated paperwork is complicated to complete, and customs charges can be very expensive.
Returns
The option to return a product is an essential service for many product types. If returns are not guaranteed, customers can easily stop shopping there and choose another online shop where they are. According to our data, half of respondents have returned a product at least once.
Clothing is the product category most often returned by our respondents (35%). This is because shopping in person offers many more sensory cues. In a shop, we can easily decide whether to buy a jumper simply by trying it on, but this is not possible when shopping online. You can feel the material and thickness of a jumper, and see its true colour and shade. Trying it on also reveals how comfortable it is and how it fits. All of this supports the decision-making process. These experiences are limited when shopping online, where decisions must be made based on the images and sizing information available in the online shop.
Electronic devices were the second most frequently mentioned product category (24%). While the main reason for returning clothing may simply be ‘I don’t like it’, this is not typical for electronics. For these products, returns within the warranty period are the most common. Typical issues with earphones, for example, include not performing as promised, the battery running down quickly, or accessories being easily damaged during everyday use.
The third most commonly returned category among our respondents was sports and leisure equipment (10%). When choosing roller skates, for example, it is important that they are the right size and that the wheels can withstand intensive use on hot summer streets.
Medicines and books were the least frequently returned product categories. These products do not have easily breakable technical parts, and external damage is less significant. Our respondents consider the ability to return goods a fundamental expectation today, so it is essential for any online shop to provide it.