Cookies at Which? We use cookies to help improve our sites. If you continue, we'll assume that you're happy to accept our cookies. Find out more about cookies

Online checkout queues cost shops £420m

Poor experience means online shops lose out
Online shopping

63% of Brits find checking out online frustrating

More than half of consumers abandon online purchases due to lengthy and frustrating checkout processes – costing shops £420m a month.

A survey from Moneybookers reports that 63% of Britons find online checkout processes too long and ultimately frustrating.

Rather than put up with poor service, online customers regularly leave sites after they’ve selected their purchase but before they’ve completed their transaction, meaning that shops lose out.

For tips and advice on how to have a hassle-free online shopping experience, check out our guide to common problems when shopping online. 

Common online shopping complaints

Common gripes are that the payment process takes too long and is too much hassle. Three quarters of those surveyed were also put off by the amount of personal data they had to enter when making an online purchase.

Which? shopping expert Sarah Dennis says: ‘Buying online can be an easy and convenient alternative to the high street but we’re not surprised that many people find it frustrating. The Which? online shops survey showed huge differences in standards of customer service.’

Online shopping sites exposed

Moneybookers’ survey, which included a list of top 20 online shopping websites, found that on the worst sites it can take almost seven minutes and involve 11 different steps to complete a purchase after you’ve selected your item. came top of the Moneybookers survey taking just 2min and 56 seconds to complete a transaction. came bottom taking 6 min 45 seconds to pay.

To ensure that you’re paying safely and securely online check out our guide to shopping safely online. 

The best online shops

The most recent Which? online shopping survey covers 55 websites across eight categories from entertainment sites including and to online clothing sites including

To find out which sites came top and bottom of our survey for read the full online shops review here.

More from Which? Home and Garden…


Back to top