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Online shopping declines in September

Online shopping cooled off last month September. A study conducted by Harris Interactive Inc. and U.S. Bancorp Piper Jaffray shows online shoppers spent 12.8 percent less in September than in August.
The poll of 36,768 adult online shoppers indicates consumers spent an estimated $3.09 billion on purchases via the Internet, down from $3.54 billion in August. The median transaction value fell from $120 a customer to around $100 a customer.
Among the business segments most affected were travel services, down 15.7 percent to $795 million; computer hardware and peripherals, down 39.1 percent to $226 million; books, down 27.7 percent to $121 million; and auctions, off 27.3 percent to $173 million.
“In our view, the decline in September e-commerce spending is primarily due to a 16.7 percent decline in the median transaction dollar spend,” said Tony Gikas, senior e-consumer analyst for U.S. Bancorp Piper Jaffray.
The study also showed that consumers are roughly as satisfied with e-commerce sites as they were a month ago. The sites averaged a 7.95 rating out of 10, down 0.03 points since August.
“We believe Internet consumers are becoming more and more demanding with regard to consumer value add-on and after-sale customer service support,” said Lori Iventosch-James, Harris’ director of e-commerce research. “To achieve high consumer-satisfaction scores, an Internet retailer must provide the customer with an overall positive online experience.”
That experiences ranges from easy navigation of the site to prompt and correct product delivery, she added.


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