Amazon, QVC score with shoppers in US

10 May 2012

NEW YORK: Amazon, QVC and Apple have the most popular ecommerce sites among US consumers, new research has revealed.

Drawing on a survey of 21,000 online shoppers concerning 100 major platforms, ForeSee, the insights provider, found average satisfaction rating stood at 78 points for the third year in a row.

Amazon, an early category pioneer, led the charts on a total of 89 points, an improvement of three points when compared with similar analysis published in 2011, thus retaining top spot.

"We remain heads-down focused on driving a better customer experience through price, selection and convenience," Thomas Szkutak, Amazon's chief financial officer, said on its last conference call.

"We believe putting customers first is the only reliable way to create lasting value for shareholders.", the shopping network's website, was second on 85 points, a gain of one point. Liberty Interactive, its owner, recently bought Send the Trend, an ecommerce beauty platform tailoring products to individual buyer tastes.

"We expect to take the products, the categories, the features and technologies that are successful and roll them out on," Claire Watts, CEO of QVC US, said.

Third place went to Apple's online store, accruing an extra five points, to 85 points overall. Keurig, which makes coffee machines, followed with 84 points, ahead of Avon, the cosmetics group, on 83 points.

According to the study, very satisfied website visitors – with ratings topping 80 points – were 72% more likely to buy online. The probability they would recommend a retailer also beat the norm by 69%.

Elsewhere, the chance of these customers buying from the same vendor next time leapt 67%, brand commitment rates were 66% stronger, return visits surged 58% and offline purchase rates rose 56%.

More broadly, 36 of the top 100 retailers surpassed what ForeSee defined as the "threshold of excellence" – or registering at least 80 points. This figure was eight points higher than last year.

"We're measuring the biggest players in the game, and they just keep getting better and better," said Larry Freed, the CEO of ForeSee. "If there's a negative spin to these positive trends, it is that this puts even more pressure on all other e-retailers to keep up or catch up."

Data sourced from ForeSee; additional content by Warc staff