Increased online spending means retailers have no room for error this Christmas

Ecommerce, Industry News By Rhys Little, 27th November 2013

More than half of Britain’s Christmas spending will be completed online this year, making it more important than ever for e-commerce websites to function efficiently.

A study by Rackspace indicated that more than £10 billion would be spent on festive preparations by Brits this year, but it also revealed how unlikely they are to put up with poorly-performing websites.

According to thedrum.com, 48 per cent of those questioned in the study said they abandoned a website that didn’t meet their expectations last Christmas, with 34 per cent buying the product from a competitor as a result.

In an interview with realbusiness.co.ukRackspace managing director Jeff Cotten argued that businesses couldn’t afford to make the same mistake this year.

He said: “It’s clear from our findings that UK consumers are increasingly going online to shop and with the competition high for that £10bn, online retailers can’t afford to lose custom due to frustrations caused by slow websites or check-outs.

“People will be relying on being connected over the holiday period and businesses need to ensure their websites have the support structures in place to cope with the surges of traffic and festive demand.”

Retailers would be well advised to ensure that their website functions properly on mobile devices as well. The report suggested that one in five consumers will complete some Christmas shopping on a tablet this year.