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Emerchants Outscore Brick-and-Mortar Shops

Online sellers do better in customer satisfaction.

Online stores satisfied buyers more than brick-and-mortar shops, according to a recent survey.

The American Customer Satisfaction Index by ForeSee finds that emerchants scored an 82 in customer satisfaction out of 100, compared to the 76.6 score physical stores received.

The top online retailer when it came to keeping buyers happy was Amazon with a score of 85, Newegg came in second with an 84 and eBay rounded out the top three with an 83. Netflix scored the lowest among online merchants with a score of 75—just slightly lower than the score for brick-and-mortar shops, according to the survey.

“Disruption will always be a part of ecommerce, but innovation will likely keep the sector near the top in customer satisfaction”

“Just as we have seen in the public sector, consumers enjoy the convenience and power of ecommerce and online transactions,” reports Claes Fornell, ACSI founder and professor at the University of Michigan’s Ross School of Business. “Ecommerce is maturing, and even the smaller companies are improving, keeping up with or sometimes surpassing larger, more established companies.”

He adds that emerchants and online sales change faster than more traditional industries, and new technologies like mobile can rewrite the rules of commerce.

“Disruption will always be a part of ecommerce, but innovation will likely keep the sector near the top in customer satisfaction,” he continues.

But just because online sellers are outperforming brick-and-mortar shops in customer satisfaction doesn’t mean physical shops are not fighting back.

“Brick-and-mortar retailers are not conceding the Internet to online natives such as Amazon,” says Larry Freed, president and CEO of ForeSee. “They are investing heavily in resources in providing a better experience for their customers, providing more evidence that competition is good for the consumer.”

About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

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