Web 2.0 Helps E-Commerce Sites Beat Offline Stores in Customer Satisfaction

Customer satisfaction with e-commerce surpassed that of offline retail by 11.6%, according to the 4th Quarter 2006 American Customer Satisfaction Index (ACSI) E-Commerce Report by ForeSee Results.  E-commerce's overall customer satisfaction score jumped to 80 on a 100-point scale. 

Online retail scored 83, up 2.5 percent from last year's index, while offline retail scored 74.4 on the scale, reports ClickZ.


  • With a strong score of 88, Barnes & Noble leads the entire e-commerce category, beating out Amazon (87) for the second year in a row
  • The aggregate online auction score remained at 78, the same score as a year ago. 
    eBay (score of 80, down 1 from last year) continues to lead the online auctions sites like uBID (74) and Priceline (72). 
  • Online travel scored a 76, down 1.3 percent from last year as aggregator sites give way to travel search sites. 
  • Online brokerage sites scored 78, a 2.6% jump over 2005, led by Fidelity (80); Charles Schwab (80); TD Ameritrade (77); and E*Trade Financial (74).

The Web 2.0 features like better product images, better product specifications, the ability to zoom into products, and so on are credited for the better scoring of e-commerce sites. 

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