This is according to the newly released The Cost of Online CX: A R34-billion Opportunity, 2019 South African Digital Customer Experience Report, commissioned by performance marketing agency, Rogerwilco.

The study reveals that 71% of South African online shoppers abandon a purchase at the digital tillpoint. The commercial cost of this for local e-marketers is staggering, accounting for a loss of around R34-billion worth of goods per annum, states the research.

Pain points

So what’s going wrong? According to online South Africans, payment failure is a big issue (57%), while site speed (38%), being unable to find what they are looking for (37%) and difficulty in navigating the site (27%) all impact the likelihood of an end sale.

“Brands are hell-bent on brand building and client acquisition – at the detriment of conversion. I see brands throwing heaps of money to get people to their sites and then they spend less on creating an ideal environment when they get there. If they curb their acquisition budget and put it into the very fundamental elements to give it a better experience, they will convert more customers,” says Charlie Stewart, CEO of Rogerwilco.

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