A S T U DY BY: U SA B I L I T YC H E F S . C O M / O R I G I N A L LY P U B L I S H E D O N 1 4 .0 5 .

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Online shopping
in ChileB E H AV I O U R A N D S H O P P I N G E X P E R I E N C E

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Searching information on
products before buying
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Internet through notebook or PC

85%

Preferred method for Internet through cellphone / smartphone

9%
searching information
before buying
Internet through tablet

4%

Physical store

2%
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Buying process
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Preferred shopping
Notebook o PC
method
92%
Only 8% of Chilean prefer to shop on mobile
devices, while 92% still prefer notebook or
PC.

Cellphone / Smartphone
These insights are consistent with a previous
study from the last quarter of 2014 on national
5% e-commerce websites. In that occasion, we
analyzed 40 Chilean ecommerce stores and
noticed that more than 60% of them were not
optimized for mobile devices.

Tablet

3%
* Usabilitychefs.com, November 2014
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Customer who read terms and conditions

One of each 5 consumers buying online do not read terms

and conditions.

Yes, read them

before buying
Yes, in case of returning
49,1% a product

16.2%
No, I don't read terms
and conditions
Yes, in both cases
20,3%
14.4%
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How important is free shipping (delivery)?

For 70% of Chileans, free shipping is important or

very important.

Not important at all Very important

1% 42%
Not important

5% Important

Somewhat important
28%
23%
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Tell us more:
”What do they say “I don´t like the fact that delivery is more expensive
about cost of than the product itself.”

delivery?” “I think delivery should be faster and they

In terms of insights about delivery, it
turns out that buyers find it too
expensive and they do not
perceive delivery as a value added
service, but as an unnecessary
expense that companies charge for.
shouldn´t charge for it.”
“Why do they charge for delivery when it should
be cheaper, knowing that for some reason people
buy online”
“They don´t get nothing out of benefits (and: of
online shopping) for their company”.

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What would they do for free shipping?*

Half of consumers would wait more for the product if
the store offers free shipping.

Store Buy for a Wait more for

pickup minimum amount the delivery

32% 36% 50%

* Question with multiple options

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Shopping cart abandonment*

72% of online buyers mention they abandoned their shopping cart mainly because
of problems related to payment, additional costs or delivery not being
available in their region.

Reasons for cart abandonment

The delivery cost The delivery wasn´t available

was too high in their region

36% 36%

Has tried to pay and wasn´t Has discovered additional costs

able to do it never seen before

40% 40%
* Question with multiple options

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Devices
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Use of mobile devices

Online shoppers tend to use mobile devices before or after the buying process.

When buying or searching new products and services, you use your
cellphone or tablet to...?

See the status of buying Look for information beforebuying

or delivery in a physical store

34% 18%

Look for information before I don´t use mobile

buying through a computer devices

23% 13%

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Why do they prefer desktop instead of

smartphone for the purchase process?

Images are too It´s difficult to

53% small or
unclear
compare
products
27%
Pages take I don´t trust inserting
30% too long
to load
thecredit card
number
24%
VS

There´s less information Product information

28% than on a desktop
device
is
too poor
16%

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Tell us more:

“Then they sent me an sms recalling the delivery

day”

“The platform for tablet is deficient so I had to use a

notebook to buy”.

Multichannel
“(...) I got help through chat, they gave me a
Multichannel management should coupon and after the delivery they called me to
make sure everything was ok”.
take care of the complete customer
experience. Technology and
“I got an email and cellphone notification about the
process are there to serve the delivery”.
client and not the opposite.

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What do people buy online?*

Top 5 most mentioned products

Home products Travel Fashion Shoes Supermarket

52% 28% 24% 24% 14%

* Question with multiple options

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Experience
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Overall satisfaction

A very high percentage of Chileans declare themselves satisfied

with their last online shopping experience.

Very low
Low

0.7%
2.6% Very high

Medium 41.7%
15.9%
High

39.1%
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Insights about after “I was all day at home waiting because on Internet
the status said that the delivery was on the road
sales service but it never showed up. Then in the delivery
details, they said they came but I wasn´t there”

When the process fails, online

buyers expect that the company
would let them know proactively -
about a delay for example - and
they would take care of it.
“This particular website is very poor in after sales
service because you can´t see the buying status,
neither the delivery or the buying history”

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National and international mentioned brands

Even if big local retail brands like Falabella, Paris and Ripley are the most
mentioned ones, it is interesting to notice that Dafiti rapidly turned out to be a
referent for Chilean consumers. The same thing happened for international brands
like Amazon, Ebay or Aliexpress.

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“Very poor the ecommerce experience in Chile. It

looks like they don´t want to sell on Internet. If
Amazon gets here, they are all dead.”
Amazon.com, Ebay and
Aliexpress are some of “It was an international buying experience with
credit card through PayPal, which is a
the international consolidated service and easy to use”.

e-commerce brands that “I buy a lot on eBay, I love it”

Chileans most mention.
“It arrived on time and in good shape”.

“I bought on Aliexpress and I love it; very clear,

good communication with the vendor even if it was
in English; Spanish version is poor but generally
the website works well”.

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It seems that there is a lack of great

experiences of online shopping
When someone mentions that he is satisfied because he received the product on
time and he got what he asked for, it´s obvious that Chileans are not used to getting
really wonderful online shopping experiences. Brands do not surprise them.

This highlights the dull online shopping experiences of Chileans. According to

Chileans, satisfying experiences are only concerned with on-time delivery and
getting what they asked for. They lack a positively surprising experience by brands.

“It arrived on time and in good shape”.

“The product arrived on time, it had
no delivery cost and it was exactly
what I have asked for in terms of
shape and color”.
“I got what I bought and on time”.

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Why people do not shop online?*

Do not trust to give personal Prefer to buy in Do not have a

information on the Internet physical stores credit card

34% 37% 38%

* Question with multiple options

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Methodology
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Research was carried out by an onli ne survey with open and closed questions.

There were 339 valid answers from a total of 377 answers.

Duplicated answers from respondents outside Chile and those who are below the legal age of 18 in the
country were eliminated.

Word tag was generated with http://timdream.org/wordcloud/. Text was edited to correct orthographic
errors.

Confidence: 95%

Error margin: 5,32%.

Research took place during the first quarter of 2015.

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About
UsabilityChefs.com
carmen@usabilitychefs.com
cristian@usabilitychefs.com
We created UsabilityChefs to give companies
tools and resources to easily improve their
user experience on digital interfaces and
allow them to test in order to make better
decisions.
Let’s talk
+569 94328097 We are a small international team where
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create smart solutions for better usability and
user experience (UX) testing.

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