lightspeed ecommerce

‘Homebase is UK’s worst online store’

The ecommerce website of DIY retailer Homebase has finished last in an annual online shops survey. Many customers in the United Kingdom weren’t satisfied with their online shopping experience at over the past six months.

Every year, Which, a consumer information platform from the Consumers’ Association, surveys over 10,000 members to ask them about their online shopping experiences over the half year prior to the survey. For each retailer they had shopped with, consumers tell how satisfied there are with their experience and whether or not they would recommend this retailers to a friend.

55 percent score for Homebase

This year, Homebase has the worst online shopping experience in the United Kingdom. The DIY retailer only got a 55 percent customer score, thanks to consumers who think the website is difficult to navigate and doesn’t always give them up-to-date information. Dorothy Perkins and Sports Direct didn’t perform much better, as they scored a 61 percent customer score.

A spokesman of Homebase has said that customer feedback is really important to the company and that it’s working hard to make changes online, so it can provide great service when customers shop with them.

Smaller brands do better

Maybe Homebase can take some notes while visiting the ecommerce websites of smaller brands, as they seem to do better in the rankings. For example, beauty brand Liz Early ranked first with a 94 percent customer score. And sound specialists Richer Sounds and clothing retailers Rohan and Seasalt Cornwall also did well, with a 93 percent score.

‘Give customers a personal service and deliver conveniently’

“The online shops with the happiest customers tend to be the ones that offer a personal service, quality items, and deliver quickly and conveniently”, Which editor Harry Rose commented. “Where the big players are lacking, either with poor service or confusing websites, smaller more specialized retailers have seized the opportunity to make their mark and give shoppers exactly what they want.”

The bottom top 10:

Worst online retailers in the UK, according to a Which survey.
Worst online retailers in the UK, according to a Which survey.