How to collect customer feedback in UK e-commerce market

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As suggestions fans, we’re at all times curious to understand how completely different corporations accumulate suggestions, which isn’t shocking. On this article, we surveyed a few of the highest-paid e-commerce giants within the UK, hoping to know the present standing of suggestions out there and the longer term improvement of the UK e-commerce market.

The acceleration of e-commerce all through the world over the course of 2020 was onerous to disregard, as prospects shopped on-line out of necessity, and manufacturers scrambled to alter their methods because of this. Subsequently, it’s no shock that on-line retail spend within the UK was anticipated to be a whopping £132.43 billion in 2021, in response to Statista.

The rationale for spending to be so excessive is not any actual shock, we’ve seen the digitalisation of retail for a while, resulting in a pure enhance in on-line spending. Nevertheless, it could be fairly naive if we excluded the pandemic as a potential reason for this surge in on-line purchasing. Regardless of the purpose could also be, it’s good to notice that the UK is essentially the most superior e-commerce market in Europe.

That’s why we thought we’d examine some prime e-commerce retailers and discover out firstly what forms of suggestions they accumulate. We additionally wished to seek for gaps of their web sites, and, lastly, we wished to recommend some methods for these e-commerce giants to enhance and capitalise on their web site site visitors.

Let’s take into consideration this virtually, and say that you’ve a bodily retailer. If you’re doing issues proper, your retailer is straightforward to navigate, you guarantee that the shop itself is tidy, effectively offered and customarily nice to be in. Not solely that, however your employees have interaction with the shoppers, they ask them how their day goes, what their expertise within the retailer is.

And if all goes effectively, that buyer will go about their day with a smile on their face, recommending your retailer to whoever asks.


In contrast to the bodily retailer, e-commerce websites are lacking the human factor, you don’t actually have any face-to-face contact together with your prospects. Positive, onerous knowledge will allow you to see how many individuals come and go, nevertheless it doesn’t fill within the gaps for all of the individuals who go away your web site with no apparent purpose for dropping out of the funnel. So, how can on-line retailers make up for the missed alternative for buyer interplay? Nicely, the reply is sort of easy: gathering buyer suggestions.

Standing Quo: E-commerce within the UK

Let’s check out the highest three main gamers within the UK e-commerce market and dive into how they’re gathering buyer suggestions.


As I’m certain you’re effectively conscious, Amazon is the biggest on-line retailer on the earth, with a market cap of almost 1,735 billion U.S. {dollars}. So it’s no shock that they’re the highest e-commerce web site in the UK.

However how does this retail big accumulate suggestions? After buying a product, prospects can go away a helpful assessment, both on web site or through the follow-up e-mail. You can too present vendor suggestions when buying from a market vendor, ranking your expertise from one to 5 stars.

For those who’re seeking to go away some suggestions on the Amazon web site basically, about some points on the checkout, for instance, they’ve a full listing of FAQ’s to assist reply a number of points. However, if this fails, then you need to use the chatbot that can assist you clear up any points in actual time.


Argos Ltd is among the UK’s main digital retailers, providing greater than 60,000 merchandise on-line and in-store. The enterprise was established in 1973, however now, Argos is the UK’s primary toy retailer and a market chief in furnishings, homewares and electricals. With an estimated variety of 13.44 million month-to-month guests, 90% of Argos gross sales originate on-line.

In contrast to many e-commerce retailers within the UK, Argos makes use of some completely different choices for patrons to go away suggestions. In fact, like most e-retailers, they nonetheless make use of product critiques. After you’ve purchased one thing on-line, they’ll e-mail you asking you to assessment your merchandise and your purchasing expertise basically.

Not solely that, however the web site has completely different suggestions surveys prospects can use to offer suggestions on their expertise, that are discovered through the suggestions button on the facet of the webpage. Argos utilises CSAT surveys to gauge buyer satisfaction with their web site and their FAQ articles, whereas the retailer additionally has a live-chat system to take care of complaints or suggestions within the second.


ASOS plc is the UK’s largest impartial on-line trend retailer. The web site sells over 850 manufacturers in addition to its personal vary of clothes and niknaks, and ships to 196 nations from fulfilment centres within the UK, USA and Europe. Based in 2000, ASOS has in a short time change into a first-rate instance of the UK’s profitable e-commerce business. Together with nice delivery and return choices, ASOS focuses on distribution efficiencies, and e-commerce localization.

Not not like the opposite main e-commerce web sites, ASOS leans on product critiques for buyer suggestions. Upon buy, prospects are requested to take a brief survey to price their expertise, or they’ll assessment the product post-purchase through the e-mail receipt they obtain. ASOS additionally has a chat choice for help, however basically the enterprise adopts a contemporary technique by utilizing social media, particularly Twitter, to take care of complaints and suggestions from its prospects.


Product critiques reign supreme

E-commerce websites within the UK love product critiques, not not like the remainder of the world. It is sensible, although. While you go to buy one thing on-line, what’s the very first thing you do? 90% of consumers learn on-line critiques earlier than shopping for a product. In our e-commerce-driven world the place prospects miss out on the bodily expertise of merchandise earlier than buying, many customers depend on on-line product critiques to gauge what the product is absolutely like.

Social media permits fast responses

Do you know that 80% of Instagram accounts observe at the least one enterprise, and a median consumer on Twitter follows 5 companies? It doesn’t matter what you’re promoting, a social media presence is a good funding for your corporation. Social media monitoring may also help you and your group collect buyer suggestions and reply to their posts instantly, and hopefully, clear up any points simply. Nevertheless, this method is sort of a double-edged sword. The entire world can see your buyer’s points, however they’ll additionally see how effectively or, how poorly you reply to them.

Missed Alternatives

Gathering suggestions through the buyer journey, at a number of factors, ensures that you will discover out any points, earlier than it’s too late. From our investigation, we seen that loads of e-commerce giants within the UK should not gathering consumer suggestions all through the buyer journey. Gathering suggestions post-purchase is a good step, however these giants don’t appear to wish to discover out why individuals may, for instance, abandon their purchasing carts on the ultimate second of buy.

”If you wish to enhance your service choices and supply guests and prospects with extra inspiring and focused content material, it’s vital to ask them what they consider your web site. Whereas that is fairly thrilling and confrontational, it’s the one approach to actually enhance.”

Joris Herremans, Supervisor Digital and Insights at Grand Imaginative and prescient

Right here’s a number of ways in which the UK e-commerce market leaders may accumulate helpful insights by buyer suggestions.

Related Focusing on

A part of attaining good suggestions is understanding learn how to ask the best questions, on the proper time. In different phrases, a sensible query routing technique is vital. With a extra in-depth understanding of your prospects’ ache factors, you’ll be higher geared up with the information to enhance these areas and, in doing so, improve the shopper expertise. Mopinion provides a wide selection of focusing on choices in order that your timing is at all times proper, and our product provides a great deal of suggestions type templates, so you’ll be able to at all times ask the best questions, on the proper time.

Elodie Janse, Buyer Expertise Supervisor at Omoda displays;

“Our on-line prospects have had no private contact, so we consider that they’ve much less of a necessity to provide suggestions, for instance. These on-line prospects additionally solely obtain the suggestions type by e-mail as soon as they’ve obtained the product they ordered. We expect it is going to be far more efficient to ask them for suggestions in ‘the warmth of the second.”

Try the buyer story to seek out out extra about how Omoda makes use of Mopinion to ship a seamless expertise for his or her prospects.

Electronic mail Suggestions

One massively ignored space within the UK e-commerce market is e-mail suggestions, and newsletters. Mopinion for e-mail helps you achieve perception into what your viewers really values, providing you with the means to convey optimistic change to your e-mail campaigns. By including a suggestions choice to your emails and newsletters, you can begin understanding how your readers understand your emails. Discover out extra about e-mail suggestions and how one can gauge your viewers’s preferences right here.


One other considerably underused methodology of suggestions assortment is chatbots, or conversational AI. From our analysis, we seen that not loads of e-commerce websites within the UK utilise this methodology. Conversational AI permits companies to have two-way communication with the shopper. Not solely are companies in a position to reply queries and points quicker, however the AI may also study and construct a relationship with the buyer. The benefit is clearly there, as shops utilizing conversational AI in the best means are growing annual income by 7 to 25%. Spoiler: Mopinion will launch Conversational Suggestions fairly quickly.

What are you ready for?

Hopefully by now, you’re conscious that gathering buyer suggestions is one of the best ways to seek out out why individuals are dropping out of the funnel. Based on a survey, British buyers abandon on-line baskets value nearly £30 a month, doubtlessly leading to greater than £18bn in misplaced gross sales yearly.

Need to learn the way Mopinion helps retailers like Calvin Klein and Sportscheck to extend conversion charges? E-book a demo or attempt our free trial to seek out out what your on-line guests and prospects actually count on from you.

Are you desperate to learn extra about suggestions in reference to e-commerce? Then go to our weblog, filled with helpful ideas and tips on learn how to optimise your on-line store in any respect levels of the shopper journey.

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