12 Ecommerce Customer Pain Points You Should Be Fixing Immediately (2023)

12 Ecommerce Customer Pain Points You Should Be Fixing Immediately (1)

There is no magical pain relief spray to ease customer pain points. Every challenge needs your undivided attention. Period.

Online transactions are going through the roof and beyond- In 2019, U.S. online retail sales amounted to 365.2 billion US dollars. This figure is expected to double in the next 5 years, making life difficult for offline retailers.

The numbers do look promising, however, a lot still lies on the table that needs to be figured out. Customers might have embraced online shopping with open arms, but most are still skeptical as their pain points get overlooked.

Most e-commerce gurus and Silicon Valley innovators keep innovation and product pricing above everything else. However, Jack Ma, CEO- Alibaba.com, has a totally different perspective. He explains, I’m not a tech guy. I look at technology from the eyes of my customers, normal people’s eyes.

Businesses like Alibaba, that have looked to tackle customer pain points have flourished, the rest are still relying on sheer luck.

We have identified some common eCommerce customer pain points that often slip through the cracks and become red flag situations for businesses worldwide. You can improve your eCommerce customer support with ecommerce customer service software.

Let’s get started!

What Are Customer Pain Points

Before we jump directly to the grave concerns of online shoppers, let us first understand a very important question: What are pain points?

Pain points refer to problem or concern areas that your existing, as well as potential customers, might be experiencing. Such pain points can deter customers from having a delightful shopping experience.

As business owners, you must be familiar with pain points in business. However, customer pain points are unique to your customers and need to be fixed to avoid customer churn. The first step should always involve the identification of problem areas and who would know them better than your customers themselves. Asking questions like- ‘How was your overall experience of shopping with us?’ Or ‘What suggestions would you like to provide for improving our process?’ can help you get to the root of the problem.

12 Ecommerce Customer Pain Points You Should Be Fixing Immediately (2)

Now, understanding the customer pain points is only half the battle won. You need to look for creative and unique solutions to offer an excellent experience, every single time.

Let us wear the customer’s hat and delve deeper into some common customer pain points.

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Table of Contents

Top 12 eCommerce Customer Pain Points & How to Fix Them

👉 Pain Point 1: Receiving of Incorrect Order

Have you ever ordered a product online, waited patiently for a few days, only to see that the product you received is not what you had ordered in the first place? Well, if that was frustrating for you, the same applies to your customers.

According to a study by Voxware, 54% of online shoppers stated that the major reason for opting to return a product was due to receiving an incorrect item.

12 Ecommerce Customer Pain Points You Should Be Fixing Immediately (3)

💡 The Solution: Every online business needs to invest in order management. You might be shipping products faster than your competitors; however, it all goes in vain if they do not receive the correct order. Once an order is placed, you can either text or share an email with your customer for order confirmation. This would significantly reduce the number of incorrect orders that get placed on your online website.

Even if an incorrect item is shipped, you must take responsibility, empathize, and initiate the return pick-up at the earliest.

👉 Pain Point 2: Lack of Payment Options

Your wide range of online products can excite potential buyers, but they might not necessarily buy them due to restricted payment options. Payment options are no longer just limited to cards and accompany digital wallets and even cryptocurrencies.

According to Klarna, 56% of respondents admit that they would buy more from an online store if there were more payment options available.

💡 The Solution: If your business caters to customers from different countries, it becomes all the more important to provide local and alternative payment options. Since rapid digitization has given rise to numerous e-wallets, you need to be quick to adapt to ensure that your customers always have enough options at hand.

For instance, Amazon.com has a massive reach and encompasses an array of payment options.

👉 Pain Point 3: Slow-Moving Checkout Process

Even if your customers find what they are looking for on your eCommerce store, a bad checkout will push them further away from a purchase.

According to a report by Statista, around 70% of shoppers abandon their shopping carts without making a purchase. Now, while reasons for abandonment can be many, experts believe that a sluggish checkout process surely tops the list.

💡 The Solution: For your online business, the checkout page can lead to a ‘make or break situation’. Your business should be focussed on building a secure, reliable, and quick checkout process. Any slight hindrances or distractions should be avoided for a seamless experience.

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More importantly, you should strive to get as much customerfeedbackas possible to focus on improvement areas and reduce cart abandonment rates.

👉 Pain Point 4: Absence of Relevant Information

The e-commerce industry might be decades old; however, the lack of enough product information always makes it to the list of common customer pain points. Your customers might be eagerly waiting to buy from you, but the absence of relevant information is preventing them from making a crucial decision.

Around 43% of online shoppers research products online, and you can help consumers with their research by making adequate information readily available.

💡 The Solution: As a business, you need to decide how much information is sufficient and how much information can be too much. To simply put forth, you need to find the perfect balance. Ensure your product managers have a keen eye for spotting incorrect information and rectifying them in due course. Design your product catalogs to offer insightful product descriptions, High-Definition pictures, and genuine user reviews.

👉 Pain Point 5: Sluggish Customer Support Process

A slow and inefficient customer support process can only leave your customers further agitated. Most online businesses make the grave mistake of taking too much time to respond to customer concerns and queries. The result? Customers disappear into thin air.

Around customer churn in the United States prefer to shop with retailers that offer consistent customer service both online and offline.

💡 The Solution: Excellent customer service is a great marketing tool and can help you get over your marketing pain points. The ideal support experience will make your customers bound to leave a positive review for others to see. Using the best customer support software will strengthen the productivity of your representatives.

To further boost your overall support process, you can use ProProfs’ cloud-based help desk software. This will help you integrate multiple customer-facing email addresses into a single platform and significantly reduce support tickets.

Recommended Read: 20 Best Help Desk Ticketing Softwares of 2020

👉 Pain Point 6: Unimpressive User-Interface Design

Designing the right e-retail website can be considered as one of the top business pain point examples. Every potential buyer is constantly judging the overall look and feel of your website, and the margin for error is minimum.

According to research, it takes about 0.05 seconds for users to form the initial opinion of your website. These few milliseconds determine if they like your site and whether they decide to stay or leave.

💡 The Solution: Your customers might not judge their books by their covers, however, your website is surely a subject of judgment that may eventually convert to a successful purchase. Spend a great deal of time in understanding the likes and interests of your users.

Ensure your content is appealing, catchy, and exhibits your business culture. The right user interface design will help users shop from your website with ease and without confusion.

👉 Pain Point 7: Inconsistency Between Channels

Business owners have been obsessed with omnichannel for several years now. They want to capture every sales channel be it shopping via website, in-store, or mobile application. However, this has led to the creation of many inconsistencies in the type and quality of products and services being offered across different channels. The result? A confusing and ‘not so happening’ user experience.

💡 The Solution: Your customers definitely want to have a uniform experience no matter the medium they choose to buy your products. You need to analyze the ‘customer shopping journey’ and offer a similar experience across multiple touchpoints. Consistency in branding and brand experience will take your business a long way and make you stand apart from your competitors.

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Recommended Read: What Is An Omnichannel Customer Experience? Benefits + Examples

👉 Pain Point 8: Unavailability of Real-time Assistance

Ever scrolled through an eCommerce website and felt the need to resolve your immediate query? Yes, let us accept it, we have all been there. In today’s fast-paced world, the absence of real-time assistance can make your business lose out on potential customers and convert those key online sales.

According to a study conducted by Statista in 2018, the customer satisfaction rate with live chat usage stood well over 83%.

💡 The solution: Offering real-time assistance can help you reduce customer service costs. You can hire, train, and build your chat support team to engage with shoppers in real-time. Companies that offer immediate assistance, stand a chance to witness benefits like increased sales, improved customer satisfaction rates, and more loyal customers.

Therefore, it is always a great idea to make live chat an integral part of your customer service objectives and strategies.

You might also want to consider using social media platforms to offer your customers direct and real-time service. Dedicate a team to a customer service portal build on social media and you will find that people reach out with more ease and you’ll get more problems solved.

Customers hate waiting for a reply from companies when they’re dissatisfied, and if they can send a direct message on Twitter or Facebook and get a reply within a few minutes, they’ll be easier to deal with.

Not only will your customer service performance improve, but you can even build an entire e-commerce sales strategy around social media platforms. Facebook, Twitter, Instagram, etc, really is the way of the future for all companies.

👉Pain Point 9: Products Are “Out of Stock”

Product stock-outs are a major concern area for both businesses as well as interested customers. E-commerce stores are always under the fear of running out of stock as such frequent scenarios can demolish their brand reputation and make customers look towards their competitors.

According to a CNBC report, the total value of estimated loss for retail businesses due to stock out amounted to a massive $634.1 billion.

💡 The Solution: Being out of stock can often mean that your product is doing well in the market, however, you are still losing out on potential sales. Proper inventory management would ensure that you never run out of merchandise and have minimum inventory ready to be shipped.

During holiday seasons or festivities, it is important to have a demand projection and anticipate sales in advance. Follow these points and going out of stock will be out of the question.

Recommendation Read:Expert Advice to Improve Customer Service in Holiday Season

👉 Pain Point 10: The Missing Case of ‘Personalized Experience’

The prosperity of your online business rests heavily on personal customer experiences. Online shopping is more about your customers than it is about your business or subsequent profit or loss statements. When most business owners juggle between sales and marketing, personalized experience seems to take a back seat.

In a recent study, 68% of customers shared that a pleasant representative was key to their recent positive service experiences.

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💡 The solution: Offering a personalized experience is a sure shot way to retain your customers in today’s competitive market. Understanding the likes and interests of your customers will help you deliver a memorable shopping experience.

You can share personalized emails to thank your customers for investing their valuable time and money in your business. Always be willing to go the extra mile to ensure customer satisfaction because if you don’t, some other business will.

👉 Pain Point 11: Improper Packaging & Handling

Millions of online orders are shipped from one corner of the world to another and the ‘same day’ or ‘next day’ deliveries have made accurate handling a big task. Most online firms do not pay much consideration to appropriate packaging.

This, especially, stands true in the case of small eCommerce firms that have cost-cutting at the back of their minds. This obviously results in added frustration and negative customer experience.

💡 The solution: Every time a customer orders from your e-store, they must get an astounding unboxing experience. The use of the right packaging materials can make your brand appear more professional and help you showcase your branding skills.

For Instance, the eCommerce giant, Amazon.com has successfully developed a packaging that has created a win-win situation for all- the companies, customers, and the environment.

👉 Pain Point 12: Poor Filtering Options

The lack of proper filtering options is another major pain point that often gets overlooked by most product and category managers. Most eCommerce stores lack category-specific filtering that hampers the decision-making process of shoppers.

Filters must enable your users to narrow down their search and not add to their frustration. According to a study, a mere 16% of online shopping websites offer a decent ‘filtering experience’.

💡 The solution: Today, there are more products available on online shopping websites than ever before and this has increased the role of filters. Online shoppers are known for their exhaustive research prior to making a purchase and filters play a crucial role. Your category managers must work to add more filters for product searches that give more than 100 results.

You can also directly ask your customers and website visitors about the filters that might help them save their valuable time.

Major Takeaway

Understanding customer pain points is not rocket science. The best part of this story is that most eCommerce entrepreneurs have been online shoppers themselves. Therefore, putting yourself into the shoes of your customers is perceivable.

Online shopping experience begins with marketing strategies and continues until the checkout process is completed. Identify, review, and resolve pain points to ensure customers always checkout with a Big Smile’.

let’s take a look at some of the frequently asked questions below.

Q. How do you identify eCommerce customers’ problems?

Even before you start addressing customer pain points, you need to identify the problems faced by your online customers. To get to the root cause of their pain points, you can have one-to-one interactions with customers or share surveys with them. You can even use help desk software to view ticket history and analyze trends in customer issues. Moreover, digging deep into online reviews can also help you identify the common problems faced by your customers.

Q. How do you address customer pain points?

Businesses that successfully alleviate all customer pain points and offer a wholesome customer experience retain more customers and enjoy repeat purchases. Here are some steps you can take for the same:

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  • Identify customer pain points (surveys, online reviews, etc.)
  • Get all your customer-facing teams together
  • Jot down the top 5 problems faced by the majority of customers
  • Prepare an action plan to resolve these problems
  • See how your competitors are eliminating customer pain points

Q. Why understanding your customer pain points is vital to your business?

Understanding and addressing customer pain points from time to time can help your business in the long run. Here are some benefits you can expect :

  • Evolve and improve your products/services
  • Improve the customer experience
  • Turn customers into loyal brand advocates
  • Enhance your marketing communications
  • Get an edge over your competitors


What are the 4 types of customer pain points? ›

Customer pain points are often grouped into 4 main types: productivity, financial, process, and support.

What are customer pains and gains? ›

What are pains and gains? Every business has two types of customers: Those who are drawn in by the promise of gains (products that will improve or enhance an aspect of their lives). Those who come to the table with pains (problems or obstacles that they need solved by a product or service).

What are the pain points of retail industry? ›

Changes in the Retail Sector

A website with an attractive design, an app for shopping with a few taps of the finger, or a chatbot to make travel reservations are some of the ways in which the retail sector can face one of its main pain points today: meeting the needs of increasingly digital users.

What are pain points? ›

Pain points are specific problems faced by current or prospective customers in the marketplace. Pain points include any problems the customer may experience along their journey.

What are pain points in an organization? ›

Pain points tend to fall into 4 categories: Functional, Technological, Organizational, and Scalability. Functional: A functional pain point occurs when an existing system isn't delivering on a core maintenance-related function. It could be work order management or preventive maintenance (PM) scheduling.

What are pain points in life? ›

Common pain points describe problems people experience when accessing products and services. We've identified common pain points across multiple life events. People experience these pain points regardless of the service, level of government or sector. The common pain points were most recently iterated in January 2021.

What problem do you solve for your customers? ›

What Problems Do You Solve for Your Customers?
  • Finding new customers.
  • Keeping existing customers.
  • Selling more to existing customers.
  • Improving customer service.
  • Reducing personnel costs.
  • Reducing customer complaints.
  • Decreasing time to market.
  • Improving market share (or mind share)
19 Feb 2020

How do you write a pain point? ›

Customers don't care about products or services per se, they care about their problems – Pain Points – and how products and services can help them solve these.
The three elements of a Pain Point are:
  1. It must express a need not a solution.
  2. It must be concrete, not abstract.
  3. It must be quantified not anecdotal.
25 Aug 2020

Why do customers get pain points? ›

Pain points are persistent problems with a product or service that can inconvenience customers and their businesses. Or to simply put it, they're unmet needs waiting to be satisfied. Any type of customer can have pain points, on an individual level or for companies on a large scale.

What is a pain point in product management? ›

That's why all good products start with not only identifying an overarching problem, but also identifying a pain point — the emotional, human component of product management that draws in customers and makes them feel something.

What is the difference between pain points and challenges? ›

Challenges, or what are often called pain points, are things that frustrate people. But not all challenges are of the same size or significance. Some are merely nuisances. Others may prevent people from achieving their goals and realizing their opportunities.

What are customer gains examples? ›

Gains describe the outcomes and benefits your customers want. Some gains are required, expected, or desired by customers, and some would surprise them. Gains include functional utility, social gains, positive emotions, and cost savings.

Which of the following is an example of a process pain point? ›

Process Pain Points: Your prospects want to improve internal processes, such as assigning leads to sales reps or nurturing lower-priority leads. Support Pain Points: Your prospects aren't receiving the support they need at critical stages of the customer journey or sales process.

What are pain relievers and gain creators? ›

Now let's reframe these features into two categories – Gain Creators and Pain Relievers. Gain creators are the positive, improved states of being that come from those features. Pain relievers are the negative, annoying states of being that the features remove.

What are the top 3 challenges for retail and consumer goods? ›

Let us have a look at some of these challenges, retailers might face and ways to overcome them.
  • #1. Attracting customers. ...
  • #2. Retaining customers. ...
  • #3. Keeping up with changing customer expectations. ...
  • #4. Encouraging digital and contactless payments. ...
  • #5. Supply chain management.
3 Jul 2020

What is the biggest challenge for retailers right now? ›

5 Challenges Facing Retail in 2022
  • Delivering on customer experience. The customer experience plays a pivotal role in deciding the success of your retail business. ...
  • Optimizing omnichannel, across every surface. ...
  • Lack of ongoing training. ...
  • Reliance on legacy technology. ...
  • Optimizing internal communication.

How do you overcome retail challenges? ›

Given below are some of the strategies that the retailers can use to overcome the challenges that they are facing:
  1. Emerging Markets: ...
  2. Customer Retention: ...
  3. Mergers and Acquisitions: ...
  4. Leveraging Technology: ...
  5. Integrated Channels: ...
  6. Mobile & Social Commerce:

What is a pain point? ›

A pain point is a specific problem that prospective customers of your business are experiencing. In other words, you can think of pain points as problems, plain and simple.

What are pain points in an organization? ›

Pain points tend to fall into 4 categories: Functional, Technological, Organizational, and Scalability. Functional: A functional pain point occurs when an existing system isn't delivering on a core maintenance-related function. It could be work order management or preventive maintenance (PM) scheduling.

What is a process pain point? ›

Someone dealing with a process pain point is trying to accomplish something in an outdated or inefficient way. Whether this person is aware of it or not, they can upgrade to a smarter way of getting things done. As you can imagine, the line between process pain points and productivity pain points is not always clear.

How can serious buyers be attracted and retained? ›

Know Your Customers

It's important for companies to really know their clients. The process of attracting customers has a lot to do with sales. You need to know the name of the person you're talking to, what they are looking for, what their pain points are, and their hobbies.

What are the 3 types of pain? ›

There are 3 widely accepted pain types relevant for musculoskeletal pain: Nociceptive pain (including nociceptive inflammatory pain) Neuropathic pain. Nociplastic pain.

What are the biggest pain points for small business? ›

Small Business Pain Points
  • We don't have enough money.
  • We are not able to get new customers.
  • We are not able to keep existing customers.
  • Our revenues are too low.
  • Revenues are OK, but profitability sucks.
  • Our employee turnover is too high.
  • I need to sell this business.
  • My business partner is a jerk.

What problems do you solve for your customers? ›

What Problems Do You Solve for Your Customers?
  • Finding new customers.
  • Keeping existing customers.
  • Selling more to existing customers.
  • Improving customer service.
  • Reducing personnel costs.
  • Reducing customer complaints.
  • Decreasing time to market.
  • Improving market share (or mind share)
19 Feb 2020

What is a customer need? ›

A customer need is a need that motivates a customer to purchase a product or service. The need can be known (i.e., the customer can put it into words) or unknown, and is the ultimate factor that determines which solution the customer purchases.

What are pain points in UX? ›

Summary: Pain points are problems that occur at the different levels of the customer experience: interaction level, customer-journey level, or relationship level.

What are customer pressure points? ›

What is a Customer Pain Point? Customer pain points can simply be defined as those specific issues that your customers are facing. These are the problems that customers experience throughout their customer journey, even before they start being your own customer.

What is the difference between pain points and challenges? ›

Challenges, or what are often called pain points, are things that frustrate people. But not all challenges are of the same size or significance. Some are merely nuisances. Others may prevent people from achieving their goals and realizing their opportunities.

How do you uncover customer needs? ›

4 Quick Tips to Uncover Your Customer's Needs
  1. “Don't Sell the Product. Sell the Solution.” ...
  2. Build trust and rapport. People like doing business with people they know, like and trust. ...
  3. Ask the right questions at the right time. ...
  4. Dig deeper. ...
  5. Summarize and set the stage. ...
  6. Additional Resources.
6 Mar 2014

What are the top 3 keys to customer retention? ›

Top 5 Keys to Customer Retention
  1. Shared Vision and Strategy. To achieve their goals, businesses have to know what those goals are in the first place. ...
  2. A Focus on Adoption. ...
  3. Manager and End-User Value. ...
  4. Training and Communication. ...
  5. Providing Support and Changing Management.

What are 4 ways to attract customers? ›

Every small business owner wants to attract new customers. Here are 10 time-tested ways to help you bring in “new blood.”
  • Ask for referrals. ...
  • Network. ...
  • Offer discounts and incentives for new customers only. ...
  • Re-contact old customers. ...
  • Improve your website. ...
  • Partner with complementary businesses. ...
  • Promote your expertise.
6 Apr 2017

What are the 4 Ps stand for? ›

The marketing mix, also known as the four P's of marketing, refers to the four key elements of a marketing strategy: product, price, place and promotion.


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