Ecommerce Challenges and Opportunities: How to Improve Customer Experience and Sales

Shopping online is supposed to be easy. But in many cases, it’s not. Customers face small annoyances and big frustrations every day like slow websites, confusing checkout steps, and poor support, just to name a few.

If you're running an online store, it's important to understand these challenges and find opportunities to fix them using the right tools and technology. Let’s talk about the most common issues online shoppers face, and what you as an ecommerce business can do to solve them.

24 Reasons Why Your Ecommerce Sales Might be Dropping and Hampering Customer Experience

1. Website/App is Too Slow

When an ecommerce website or app takes too long to load, customers don’t wait, they leave. A few extra seconds can make a big difference. This is especially true for mobile users and first-time visitors who may never come back. Speed directly impacts conversions, user trust, and even SEO rankings.

How to fix slow websites:

• Use fast, cloud-based hosting that scales with traffic
• Compress large images and clean unnecessary code
• Enable browser caching and lazy loading
• Use a CDN (Content Delivery Network) to serve content quickly
• Minimize third-party scripts and heavy plugins

2. Checkout Process is Very Complicated

A confusing or long checkout experience can kill sales. Customers expect a fast, smooth, and clear path from cart to payment. Too many steps, form fields, or unexpected costs can make them abandon the purchase altogether.

How to fix it:

• Keep checkout steps minimal, ideally one or two
• Autofill shipping and billing details where possible
• Show a progress bar so users know what’s left
• Remove distractions like popups or unnecessary links
• Save cart information so users can return anytime

3. Cart abandonment

Customers often add products to their cart and leave without buying. This can happen for many reasons such as pricing surprises, getting distracted, or needing more time to decide. If you don’t follow up, you lose a ready-to-convert buyer.

How to reduce cart abandonment:

• Send cart reminder emails or WhatsApp messages
• Offer time-limited discounts or free shipping as incentives
• Use exit-intent popups when users try to leave
• Show trust signals like secure payment badges and refund policy
• Allow customers to save items for later with a wish list

4. No Guest Checkout Option

Forcing account creation before purchase slows things down and causes drop-offs. Some shoppers just want to buy once and don’t want to commit to another login or password.

How to fix it:

• Allow guest checkout with just email or phone number
• Offer to create an account after purchase (optional)
• Autofill user data if they've shopped before
• Use social logins for faster sign-ins

5. Website Crashes During High Traffic

When a sale or promo goes live, traffic spikes can crash your site. Customers can’t shop, and you lose revenue and trust, especially if it happens more than once.

How to fix it:

• Use scalable cloud hosting (AWS, Google Cloud, etc.)
• Run load tests before big promotions
• Use load balancers to distribute traffic
• Optimize backend processes and database queries
• Use website monitoring tools to get alerts in real time

6. Limited Payment Options

Not everyone pays the same way. If you don’t offer flexible payment methods, some customers can’t complete their purchase, especially in international or mobile-first markets.

How to fix it:

• Support all major methods: credit/debit cards, UPI, wallets, BNPL
• Use trusted payment gateways like Stripe, Razorpay, or PayPal
• Enable EMI and local payment options for different regions
• Make sure payment flows are smooth on mobile
• Show all payment options clearly during checkout

7. No Real-Time Order Tracking

Once an order is placed, customers want to know where it is. If they can’t track their order easily, they start to worry or keep contacting your support team.

How to fix it:

• Integrate courier APIs for live tracking updates
• Show a tracking page with estimated delivery date
• Send real-time SMS, email, or app notifications
• Allow customers to track without logging in

8. Security and Privacy Concerns

If your site looks untrustworthy or doesn't clearly explain how user data is protected, customers won’t feel safe entering their details, especially payment information.

How to fix it:

• Use HTTPS and display secure payment badges
• Comply with privacy laws like GDPR or CCPA
• Offer 2FA (two-factor authentication) for account security
• Clearly explain how customer data is used and stored
• Use PCI-DSS compliant payment systems

9. Complicated Return and Refund Process

Customers don’t want to jump through hoops just to return an item. If your return policy isn’t clear, or the process takes too long, it can hurt future sales and brand trust.

How to fix it:

• Set up a simple, self-service return portal
• Offer easy pickup scheduling for returns
• Send updates during every step of the return/refund process
• Clearly explain return policies on product pages
• Process refunds quickly (or at least confirm approval early)

10. No Quick or Responsive Customer Support

If customers have a question or issue and can’t reach you quickly, it creates frustration. This can lead to cancellations, bad reviews, and lost trust.

How to fix it:

• Add live chat support (with humans or bots)
• Offer support via WhatsApp, Instagram, and other platforms
• Set response time expectations upfront
• Use chatbots to answer common queries instantly
• Make your help center searchable and easy to find

11. Not Enough Product Information

Shoppers rely on clear information to make decisions. Vague or missing details, few images, or no reviews can lead to uncertainty and lower sales.

How to fix it:

• Add multiple high-quality images and video
• Write clear product descriptions, specs, and benefits
• Include size guides, usage instructions, and FAQs
• Add customer reviews and photos
• Show what’s included in the package

12. High shipping costs or delivery delays

Unexpected delivery fees or long wait times at checkout often lead to cart abandonment. People want transparency and speed.

How to fix it:

• Show shipping fees upfront, not at the last step
• Offer free shipping above a certain order value
• Give accurate delivery estimates by location
• Let customers choose faster shipping at checkout
• Notify them immediately about any delivery delays

13. Irrelevant Product Suggestions

Recommending products that don't match the user’s interest feels spammy and breaks trust.

How to fix it:

• Use AI or browsing history to suggest related items
• Recommend based on what similar customers bought
• Allow filtering by customer preferences
• Let users manually remove unwanted suggestions

14. Difficult Product Search and Navigation

If customers can’t quickly find what they’re looking for, they’ll leave, especially if your site has a large product catalog.

How to fix it:

• Use a powerful search bar with auto-suggestions and filters
• Add clear categories and subcategories
• Include filters for price, size, color, rating, etc.
• Let users sort results by relevance, price, popularity, etc.

15. Lack of Trust in New or Unfamiliar Brands

First-time visitors are skeptical. If your store looks suspicious or lacks reviews, customers hesitate to order.

How to fix it:

• Display customer reviews and testimonials
• Add trust badges, return guarantees, and secure payment icons
• Share your brand story and team info
• Show real photos from customers (UGC)
• Offer first-time buyer discounts or guarantees

16. No Reason to Come Back or Shop Again

Once someone buys, that shouldn’t be the end. If you’re not keeping them engaged, you’re missing out on repeat sales.

How to fix it:

• Send personalized follow-up emails after purchase
• Suggest relevant products based on what they bought
• Offer reordering shortcuts for repeat purchases
• Run exclusive repeat customer deals

17. No Loyalty or Rewards System for Returning Customers

People appreciate rewards for their loyalty. If you don’t offer it, they may switch to competitors who do.

How to fix it:

• Set up a points-based rewards program
• Offer cashbacks or vouchers for referrals
• Create membership perks or VIP tiers
• Show loyalty benefits clearly in the user account

18. Forced Account Creation Before Browsing or Buying

Asking customers to sign up before they explore or shop slows them down and drives them away.

How to fix it:

• Let visitors browse freely without logging in
• Offer guest checkout with order tracking
• Use social logins for faster access
• Ask for account creation after they complete an order

19. Language and Currency are Not Localized

If your store doesn’t match the user’s language or currency, it feels unfamiliar and hard to trust.

How to fix it:

• Auto-detect user location and switch to their local language/currency
• Offer language and currency switchers in the header
• Translate product descriptions and checkout steps
• Show local taxes and duties clearly

20. Poor Mobile Shopping Experience

Most online shoppers use their phones. If your site isn’t optimized for mobile, you lose a huge audience.

How to fix it:

• Use mobile-first or responsive design
• Ensure buttons and text are easy to tap and read
• Test payment and checkout flows on mobile
• Avoid popups and banners that block important content

21. Out-of-Stock Items Without Alerts

When customers can’t buy something they want, and there’s no way to know when it’s back, it leads to disappointment.

How to fix it:

• Show stock status clearly on product pages
• Let users sign up for “back in stock” alerts
• Remove out-of-stock items from search results or push them down
• Notify customers immediately when products return

22. Inconsistent Experience Across Mobile App, Website, and Store

Shoppers expect everything to work the same across all channels. If carts, prices, or designs don’t match, it causes confusion.

How to fix it:

• Sync carts, wishlists, and profiles across devices
• Use consistent branding and design everywhere
• Enable in-store pickup or returns for online orders
• Keep product info and pricing the same across channels

23. No Real-Time Help While Shopping

Sometimes shoppers have quick questions but can’t find answers. If there’s no way to ask, they may leave instead of buying.

How to fix it:

• Use chatbots to offer quick help on product pages
• Add live support for complex purchases or higher-value items
• Enable co-browsing or video chat for product demos
• Show helpful tips or FAQs on product pages

24. Too Many Irrelevant Promotional Messages

Bombarding users with offers they don’t care about just pushes them away or leads to unsubscribes.

How to fix it:

• Let users choose what type of messages they want
• Send personalized offers based on behavior and interests
• Limit how often messages are sent
• A/B test subject lines and content to improve quality

Strengthen Your eCommerce Store by Solving What’s Broken

Most of the problems customers face while shopping online are completely avoidable. Slow websites, confusing checkouts, or poor communication, these aren’t just technical issues, they’re lost opportunities.

If you’re running an eCommerce business, the best way to grow isn’t always by adding new features, it’s by fixing what’s broken. Understand what’s frustrating your customers, simplify their journey, and let technology take care of the rest.

Small improvements in these areas can lead to big gains in trust, satisfaction, and sales. Keep it simple, responsive, and customer-first.

We’ve been partnering with eCommerce businesses to create customer-focused solutions that deliver smooth, reliable, and enjoyable shopping experiences. If you're looking to improve your checkout flows, site performance, or user engagement, we can help you build an online store that truly works both for your customers and your business.