23 November 2005

Most online retailers are not ready for the Christmas rush, despite forecasts of a boom in online sales, reveals a new report.

The research suggests that shopping sites are failing ensuring gifts actually get to shoppers in time for the big day

Only two out of ten of the key web-based retailers have put up details of the final order fulfilment dates, according the researchers from Conchango, a technology solutions firm.

Although many companies are tempted to get as many sales as possible this festive season, Paul Dawson from Conchango says they must consider the long-term effects of their actions.

"The temptation is to take orders even if retailers are unsure as to their ability to deliver.

"This short term thinking risks long term disillusionment, with core customers potentially leaving them for good if they fail to come up with the goods," he said.

He added that companies must also be prepared to deal with the high demand for this year's most popular items, or risk being snubbed by consumers next year.

"Any bottlenecks in the supply chain that could delay delivery must be identified and ironed out now ready for the inevitable online Christmas rush," he insisted.

With more of us getting high-speed broadband connections, an unprecedented number of people are expected to shop online rather than face the overcrowded high streets.

A recent survey by cahoot suggested that almost two fifths of Christmas shoppers are set to hit the web for festive bargains this year.

© Adfero Ltd

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