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Forrester: ‘Dutch online shoppers will spend €8 billion in 2014′
Only a few days after Dutch market researcher Blauw Research stated that “despite of the economic crisis and decreasing consumer trust, in 2009 we expect the Dutch online consumer spending to reach € 6 billion”, Forrester Research publishes its online shopping predictions for The Netherlands in 2014. In its report Forrester expects that, by 2014, nearly 10 million Dutch online shoppers (out of a 16 million population) will spend more than € 8 billion via the internet.
Forrester asked more than 1.000 Dutch consumers about their satisfaction with Dutch websites on thirteen large retail websites. 69 percent reported that they were satisfied or very satisfied with their experiences.
Bol.com (86 percent) has the highest satisfaction rates, followed by Wehkamp.nl (76 percent) and Neckermann.com (75 percent). Bruna.nl (58 percent) came in last.
Dutch consumers were mainly frustrated by sites that made it hard to find - or didn’t have - the products they wanted. Another pain point for Dutch consumers was lack of/not enough pictures of products. Forrester recommends retail websites to prove that fixing usability problems is good for their business.
Especially the small, simple improvements can cause a fast improvement of the ROI. A good starting point is to show the board how other companies make changes which lead to improvement of the conversion, more and larger orders, better churn and online sales.
