Top 10 Issues of e-Commerce Customers and their Possible Technology Solutions

4 min readJul 20, 2023

Every now and then we hear on the news or posts on the internet about e-commerce experiences that have been a disaster and disappointments. It’s often as minor as a mistake in the description or the wrong items being shipped or delivered, but occasionally it’s a huge issue like when someone purchased an iPhone but got an actual brick instead.

The problems with online shopping aren’t limited to this point. They could range from insufficient payment options to a bad user experience and a lengthy checkout process.

Why are we discussing e-commerce user issues in the present? It is believed that in 2024 the majority of transactions will be conducted on the internet, which means it is now the right moment for retailers to pinpoint the areas of pain and discover their own eCommerce solutions.

In this article, we’re going to look at some of the persistent issues and their technological solutions for customers of e-commerce. However, before we do the topic, we must understand the bottlenecks. The easiest way to do this is to purchase some items from your website or app as a user and speak with the support team to determine the areas of pain for customers when it comes to e-commerce.

eCommerce customer issues and their technological-driven solutions

The majority of problems with eCommerce customers stem from unplanned logistics and platform shortcomings. While the issues with e-commerce may vary — as we will discover the various issues that can be summarized into one thing the customers aren’t getting the desired experience from your website.

Here are a few problems that eCommerce users face and their solutions for technical issues.

1. Inaccurate Product Search

As the digitization process has changed, specifically with regard to voice search and smart filters and categorizations, customers want brands to know what they’re searching for. It doesn’t matter if they’re as broad as a green jacket or as specific as a lime green cardigan. The customers are expecting the platform to know what they want in the first place, but this can end in e-commerce issues.

When creating an online store or application, make sure you don’t keep your customers back with restricted navigation, instead give your customers the ability to conduct searches using various parameters such as branding, the language of the region and long descriptions, product’s purpose or name of the product, etc. The more sophisticated an AI-based technology-based e-commerce solution you include in your search bar, the more results you can offer customers.

2. Less attention paid to cybersecurity

One of the main elements that entrepreneurs are looking for in eCommerce products is the security of data. The ability to demonstrate that the site is secure for use is the potential to boost the volume of sales. In the front end, there are many ways to do this — including trust seals such as security certificates to the page for conversion of the application, offering the option of a refund in cash to customers, or testing the app first before you choose to pay.

3. Payment options are limited.

When you shop online, consumers want the process of payment to be simple and one of the most important aspects of that is providing them with the payment method they prefer. The most effective method to do this may be the most difficult to understand the payment methods that your customers are looking for.

Therefore, the best solution is to include the most well-known payment methods such as credit and debit cards. Another option to go with is to incorporate Buy Now, Pay Later on the list of e-commerce technologies giving your customers the option of paying in the future.

4. Personalization is lacking

The key to an excellent e-commerce customer experience is personalization. With the innovative e-commerce solutions that have been developed the ability to remember customers’ names and birth dates won’t suffice.

To resolve the e-commerce issues it is essential to explore sophisticated features, such as developing a technical framework where the buying experience of customers flows seamlessly across devices and platforms, employing Artificial Intelligence capabilities to study customer journeys and determine where they went — and using this information to design Retargeting campaigns.

Making it clear that you take care of your customers in these methods and more can help to create a smooth and easy experience for your customers.

5. Bulk order management and return

One of the major e-commerce customer issues that are commonplace in the industry is that of receiving incorrect orders delivered and then having them returned. The solution to this is the investment in an order administration system.

Order management systems (OMS) can be described as one type of e-commerce technology that controls the complete lifecycle of orders. It tracks all the details about the product, handles inventory, tracks fulfillment, and also provides after-sales services. In the end, the OMS provides complete transparency to both the business operating on e-commerce and buyers of where the order is and the return route.