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Getting it right for online shopping

Regina Pazvakavambwa
By Regina Pazvakavambwa, ITWeb portals journalist.
Johannesburg, 10 Dec 2014
To attract new shoppers, online retailers must have visible and trusted security measures in place, says Riverbed Technology.
To attract new shoppers, online retailers must have visible and trusted security measures in place, says Riverbed Technology.

In the lead-up to the festive season, consumers are increasingly turning to online shopping portals instead of visiting physical stores. Online retailers should make sure they have the right tools in place, and consumers should be aware of the regulations involved in shopping online.

According to Oliver Facey, VP of operations at DHL Express sub-Saharan Africa, Internet penetration in sub-Saharan Africa is still far below the world average of around 30%. However, the numbers are increasing, as Africans become more familiar and comfortable with online shopping, he adds.

According to figures from the International Telecommunication Union, in SA, 51% of individuals with Internet access shop online, which leaves room for significant growth, says Facey.

Fostering growth in the number of shoppers demands action by online retailers - they need to understand what today's market wants in terms of experience, and meet consumers' needs for security, convenience, simplicity and speed, says Brent Lees, senior product marketing manager for EMEA at Riverbed Technology.

This implies that, in order to attract and retain new shoppers, online retailers must have highly visible, trusted security measures in place, adds Lees. "With effective Web content optimisation tools, online retailers can ensure their customers enjoy optimal performance and rich content, no matter what device or browser they use," he adds.

Facey points out, for consumers, online shopping is definitely the way to go - from a convenience and cost-saving point of view. "We have seen a steady increase over the past couple of weeks as consumers took advantage of the Black Friday and Cyber Monday deals available online."

While retailers need the right Web site tools and functions to reap the rewards from online shopping, consumers should become familiar with local and international regulations, says Facey.

"There may be many motivators to shop online; however, consumers must be aware of the dos and don'ts of online shopping to avoid possible drawbacks.

"Consumers are often caught off-guard when their shipments arrive from international retailers with unexpected additional charges," he says. "It is therefore imperative for consumers to be aware that they may have to pay customs duty for their online purchases, depending on the country they are buying the goods from," he adds.

Consumers must be sure to only make online purchases from Web sites that are well-known and reputable, says Facey. "Do not be fooled by Web sites with offers that may look enticing - if it sounds too good to be true, it usually is."

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