Hidden eCommerce Opportunities: What We Learned from Studying Negative Reviews During the 2022 Holiday Season
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AfterShip analyzed more than 40,000 negative shipping reviews that nearly 4,000 global retailers collected from shoppers during the peak seasons (October 1 to December 31) of 2021 and 2022. The study also examined data from six eCommerce industries, including Computers, Electronics, Technology, Lifestyle, and more.
Highlights
The overall percentage of negative reviews was slightly less (-4.75%) in the 2022 peak season than in 2021.
However, the Computers, Electronics, and Technology industry experienced a significant percentage increase (+109%) in the negative reviews in 2022.
The top four negative reviews during the 2021 and 2022 peak seasons were "Lost/stolen items," "Delayed," "Left in wrong spot," and "Poor communications."
The percentage of "Lost/stolen items" complaints was higher(+11.78%) in the 2022 peak season than in 2021.
Negative reviews vs. all reviews (all industries)
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Negative reviews by industry
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Negative shipping reviews breakdown (all industries)
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How to create an exceptional post-purchase experience
Utilize shipping insurance to protect the company from the potential financial loss associated with lost/stolen items.
Leverage shipment analytics to optimize carrier performance and ensure timely delivery during peak seasons.
Provide accurate shipping and tracking information, and stay in contact with customers on any exceptions related to their shipments to improve customer satisfaction.
Methodology
This analysis examined 3,829 retailers worldwide with AfterShip Tracking. Out of these retailers, 3,610 of them had received negative reviews, which totaled to 43,819 negative reviews collected during the peak shopping seasons (from October 1 to December 31) in 2021 and 2022. The following breakdown is a snapshot of the number of stores in six of the popular holiday industries that we analyzed:
Verticals | Stores with negative reviews (Peak 21’) | Stores with negative reviews (Peak 22’) |
Computers, Electronics, and Technology | 108 | 256 |
Food and Drink | 83 | 140 |
Health | 118 | 198 |
Home and Garden | 125 | 159 |
Lifestyle | 558 | 554 |
Sports | 100 | 127 |
Updated:
March 13, 2023
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