A study by Rakuten reflects a need for online merchants to enhance customer satisfaction – from pre-purchase to post-purchase.

The Internet retailer’s Smart Shopping Survey revealed that 78 per cent of 2000 respondents in Thailand, Malaysia, Indonesia and Taiwan were dissatisfied with their online shopping experience.

And less than a quarter of online shoppers complete their purchases. One of the major factors that prevent these shoppers from completing their purchases are the reliability of the seller or product and price.

Rakuten urges online merchants to allow customers to rate the shop and the products. This provides transparency to the consumers and gets them to make initial and repeat purchases.

Detailed product specifications and quality photographs can also boost confidence to purchase, it says.

Engaging with customers via multiple channels like email and social media can help increase customer satisfaction.

The study also says that offering a variety of payment and delivery options and providing a friendly return policy can also influence consumers to buy online.