Online Shopping Isn't Perfect

By Laura Albert, Market Insights Analyst

We all know in-store shopping has its flaws – the lines, the crowds, the attitudes of others, but online apparel shopping isn’t free from criticism either. If you’re anything like me, you do your research before making a purchase – reading comments and reviews and trying to find a way to get free shipping. It’s such a letdown to eagerly open the package just to find out that burnt orange sweater is more of a florescent orange and that t-shirt is way too boxy to ever be considered flattering. Then comes the hassle of returning the items; so much for convenience.

As more consumers choose the online shopping experience over the in-store experience, online retailers have a large opportunity to attract more traffic and shoppers to their site. By trying to address consumers’ online shopping complaints, online retailers can stay ahead of the curve and set themselves apart from other sites.

In January 2016, CivicScience asked over 3,000 U.S. adult consumers what they dislike most about online apparel shopping. Many consumers have grievances about the online experience.