Room for Improvement: Customers Want Easier Online Ordering Process

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Logicbroker survey shows high-level executives value ease of ordering and better communication when shopping online.

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It’s no surprise that consumers want online ordering to be painless. Companies that serve these customers spend a great deal of time perfecting the products they offer but often neglect to look at the ordering process.

Logicbroker Inc. (Logicbroker), a provider of EDI and eCommerce integrations to Magento, NetSuite, QuickBooks and trading partners, today announced the results of a survey that showed the pain points associated with online ordering and how companies can improve the process.

According to a survey of 50 high-level executives who attended the Microsoft Dynamics Convergence Conference, nearly three quarters (72%) of respondents said that ease of ordering is the most important part of the online ordering process. One-third (33%) said that better communication is the area that eCommerce companies have the most potential to improve.

“It’s no surprise that consumers want online ordering to be painless,” said Peyman Zamani, CEO of Logicbroker. “The companies that serve these customers spend a great deal of time perfecting the products they offer but often neglect to look at the ordering process. Unfortunately, it only takes one negative experience to lose a customer and a late or delayed package, a lack of communication or a clunky ordering process could cause a customer to purchase goods from another company.”

Other key findings from the survey included:

  •     In addition to ease of ordering (72%), the speed in which orders are processed (10%) and the accuracy of orders (10%) were other areas that respondents said were the most important parts of the online ordering process.
  •     Thirty percent of respondents said receiving the wrong product is the most frustrating part of the online order process, followed by little to no communication (24%) and slow shipping (24 percent).
  •     While respondents thought better communication (33%) was the top area that could be improved in the online ordering process, the ability to return an item to a brick-and-mortar store (28%) and simpler shipping processes (24%) also registered high as areas for improvement.
  •     The majority of respondents (88 percent) said that Amazon has the best shipping capabilities over Zappos (10%) and ebay (2%) because of its ease of ordering.

“Companies should view the entire user experience as the product being purchased,” said Zamani. “It’s not just the tangible product that customers are interested in. They are interested in ordering an item, receiving notifications as it’s ordered and shipped and returning or exchanging a product if it’s not the right one.”

The Microsoft Dynamics Convergence Conference was held March 4 through March 7 at the Georgia World Congress Center in Atlanta, Georgia.

About Logicbroker Inc.
Logicbroker Inc. delivers logicbroker®, a cloud based platform for supply chain data integration and automation. logicbroker® connects the fragmented systems your business relies on using industry standard protocols such as EDI and XML and connecting robust platforms such as Magento, NetSuite, QuickBooks to external trading partners. With logicbroker®, you can reduce your cost per transaction and effortlessly exchange procurement information electronically with your website, ERP, suppliers, and EDI trading partners. For more information, visit

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Rebecca Kaelin
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