Lots of SMBs think they’re doing a great job on selling to customers – but they’re wrong
A new study from GoDaddy has found that only 21% of customers think small businesses provide a convenient online experience. That's despite 91% of SMB owners believing they provide the right experience.
The website builder platform shares some key insights into the features and functionality consumers want on websites, in turn providing SMBs with the insights to improve their online experiences.
The research also highlights the differences between age groups, with younger consumers demanding more digital experiences than more seasoned consumers.
E-commerce SMEs still have a long way to go
Payment options are of course of great importance to consumers. As many as one in three (34%) prefer to pay online but then pick up the item in store, likely avoiding the inconvenience of finding out an item is out of stock.
More than four in five Gen Z and Millennial shoppers also noted that convenient contactless digital payments are important when it comes to online shopping. Although many SMEs have adopted digital checkouts such as Apple Pay, a quarter (27%) are still not accepting digital wallet payments.
In an era of increasing social media shopping trends, younger customers are also noticing the importance of a social media storefront, but a quarter (25%) and a fifth (19%) of SMEs use this type experience for physical products and digital products, respectively.
Another 28% of businesses don't even have an online store, with many choosing third-party resellers like Amazon and eBay to sell their products.
GoDaddy Trends Expert Amy Jennette summarizes the research: “Consumers are ultimately looking for convenience, and if small businesses don't meet these expectations, they're likely missing out on sales.”
Overall, the preference differences between Gen Z, Millennials, Gen