The evolution of Irish small and medium enterprises (SMEs) to meet consumer demands in the ecommerce sector has become an urgent need, as highlighted in a new report. The Web Health Report, jointly published by .IE and Retail Excellence Ireland (REI), emphasizes the requirement for additional government assistance to aid retail SMEs in developing their online presence.
Research conducted across 525 companies revealed that less than half of retailers (46%) have integrated cart functionality on their websites to facilitate online sales. In terms of user experience (UX), retailers are falling short of customer expectations.
Surprisingly, only 14% of REI member websites offer live chat support, even though studies show that 73% of consumers consider this feature as the most effective mode of communication with businesses.
The report also discovered that a mere 18% of REI members showcase customer reviews on their websites, despite evidence indicating that websites with one to ten reviews are 52% more likely to generate purchases. Addressing security concerns, the study reveals that while 91% of websites possess a security certificate, only 22% of REI members utilize Captcha security tests.
Furthermore, a concerning finding is that just 23% of REI member websites comply with cookie policies, leaving them vulnerable to potential fines imposed by the Data Protection Commission for data collection without appropriate consent.
The research report emphasizes the untapped potential for Irish retailers to enhance their online business promotion. Currently, a mere 20% of websites utilize online ad tracking, whereas only 16% of REI member websites offer video functionality. Oonagh McCutcheon, the chief communications officer at .IE, stresses the importance of providing consumers with a safe, secure, and seamless website experience during their shopping journey. Jean McCabe, interim chief executive of REI, concurs that further efforts and structural improvements are imperative to enhance retailers’ online visibility and competitiveness.
In response to the report, both REI and .IE advocate for expanding the Online Retail Scheme to encompass microbusinesses affected by the pandemic. Moreover, they propose targeted support programs to assist retailers in enhancing their online offerings based on the insights derived from the Web Health Report.
