The Adcom Group study found that shoppers browse more than they buy and often find the online experience frustrating. More than half of those surveyed said they had problems buying online, with about three-quarters abandoning an online cart because of that frustration.
To reduce the frustration -- especially to ensure getting holiday deliveries on time -- consumers should be sure to read the fine print about shipping time-frames and delivery cutoff dates, said Ethan Giffin, CEO of Canton-based ecommerce company Groove Commerce.
Giffin, whose company builds and implements ecommerce sites, also recommends making sure the site is legitimate and checking that the payment system is secure. That's especially important with unfamiliar sites, when shoppers should look for assurance and security certificates and make sure a contact phone number is available. Consumers should also be wary of sites that ask for personal information other than credit card and address.
And as always, buyer beware.
"If it seems too good to be true, it probably is," Giffin said. "It's important to feel comfortable with the overall feel of the site."