E-commerce and Customer Satisfaction
Wednesday, June 17, 2020
In the new context of accelerated growth of e-commerce, most consumers claim to have had problems buying online, with delivery time failures and lack of service for their area being the most frequent complaints.
From June 8-12, a survey was conducted in Guatemala to measure people's perception of e-commerce, which has gained ground since Central American countries decided to decree severe household quarantines because of the covid-19 outbreak.

See: "E-Commerce is Gaining Ground in the Region"

According to the data collected by Prensalibre.com regarding customer satisfaction levels, six out of 10 consumers say they have had problems buying online, the remaining four say their experience has been satisfactory.

Regarding the types of products most in demand through the digital channel in this new business context, consumers consulted reported that food, supermarket items, medicines, clothing and accessories, electronic devices and hardware products, are what they have bought the most.

When asked about the most frequent problems they have had in their online shopping experience, customers responded that the failure to deliver on time, the lack of service for their location despite being on the perimeter, the non-existence of the product despite being part of the online supply and that the product does not look like the pictures shown on the Internet, are the most recurrent sources of dissatisfaction.

Juan José Castillo, manager of the e-commerce unit of the Guatemalan Chamber of Commerce, told Prensalibre.com that "... One aspect to highlight is that more than 50% of the people who are buying online are new customers, in other words, they have no experience and assume that the response is immediate, but the companies are saturated with orders and some did not have the processes in place to respond at an accelerated rate."

Devadit Barahona, president of the board of directors of the Software Commission of Agexport explained that "... the logistical issue falls on the issue of prestige to the part of e-commerce that still has challenges precisely in the part of inventory and also in the payment methods. Not all establishments are connected to their online store, if someone has 100 stocks of a product, the purchase is not reflected in real time at the time of the order, the platform is not updated."

Source: prensalibre.com
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Source: prensalibre.com
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Key entities
Asociación Guatemalteca de Exportadores (AGEXPORT)
E-commerce Retail
online shopping
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