Conchango doles out e-commerce advice

Online spending is likely to rise this Christmas, despite the economic gloom

Electronic retailers that excel at delivery, returns and availability, and provide a good range of products are most likely to buck the current economic trend and cash in on a predicted 15 per cent rise in online sales this Christmas period, according to consultancy Conchango.

Conchango predicted that firms such as Play.com, Tesco and Thorntons would be successful on the web over the coming weeks due to their competitive pricing, trusted brand and, in the case of the first two, the range of products available.

Clothing online retailers Asos and Net-A-Porter were also singled out as examples of winners this Christmas, thanks to their easy web site navigation and good service, including swift delivery.

Lynne Davidson, head of retail, media and entertainment consulting at Conchango, said that firms do not necessarily need heavy financial investment to achieve success in the e-retail space this Christmas.

"Rather, serious strategic thought into how brands can adapt to, or even exploit, the current retail market conditions is required," she added.

"We’ve seen some retailers, including mid-range brands, buck the downward trend with strong financial results. There is no reason why, with some smart thinking, this can not be replicated by others.”

She advised firms to ensure all messages, stock and promotions are consistent across all channels, with any exchanges and refunds quick and easy to carry out and offered through multiple channels.

Conchango also advised e-commerce vendors to use worst-case scenarios on shipping and estimated delivery dates, to ensure orders reach their destination in time, and to invest in load testing to ensure that enough bandwidth is available at peak times to keep the site up and running.