A shopper finds a lamp they like on an independent homeware shop's website. They want to know whether it is in stock at the shop, how much delivery costs and whether they can return it if it does not suit the room. The product page shows a price and a photo. The delivery cost only appears at checkout. The returns policy is in the terms. There is no way to ask. They close the tab.
Retail websites often lose shoppers at the point of decision. Here are the mistakes that do it.
Mistake 1: no stock information
Shoppers want to know whether an item is available, especially before travelling to a shop. Even "usually in stock" or "ask us to check" is better than silence.
Mistake 2: delivery costs revealed at checkout
Surprise delivery charges are one of the most common reasons shoppers abandon a purchase. Show delivery costs on product pages.
Mistake 3: returns buried in terms
Shoppers check returns before buying. A short summary on product pages removes a key worry.
Mistake 4: no store details
For shops with a physical store, opening hours, address, parking and whether items can be reserved should be easy to find.
Mistake 5: special orders nobody knows about
Many shops can order items in, but never say so. Special orders are covered in special orders and custom requests in small shops.
Mistake 6: poor mobile experience
Most browsing happens on phones. Small text, slow pages and fiddly menus lose shoppers.
Mistake 7: no seasonal information
During busy seasons, shoppers want delivery cut-offs, extended hours and gift services. Seasonal preparation is covered in seasonal rushes and the questions that come with them.
Mistake 8: ads that land on generic pages
Shops running ads often send visitors to the homepage rather than the product they clicked on, with no way to ask questions. Landing pages with an assistant are covered in assistant on paid ad landing pages.
Mistake 9: no way to ask a question
Shoppers who are close to buying often have one last question. Without a way to ask, many leave.
Mistake 10: no reviews or reassurance
Independent shops often have loyal customers who love them, but their websites show no sign of it. A few genuine reviews, a short "about us" and a note on how long the shop has been trading reassure new shoppers that it is a real, trustworthy business.
Mistake 11: out-of-date products
Products that are no longer stocked, prices that have changed and seasonal ranges left up after the season all confuse shoppers. A quick monthly review of the most visited product pages keeps the website honest.
Other sectors, same problem
Private clinics lose patients to a similar set of practical gaps, as described in clinic website mistakes that push patients elsewhere. The fix is the same: answer the practical questions plainly.
Fixing it
Add stock indications, show delivery costs early, summarise returns on product pages, make store details prominent and let shoppers ask questions.
SpideyChat for retail stores answers from your own pages at any hour and captures stock checks and reservations for staff.
A browser's test
Pick a product and try to find out, on your phone, whether it is in stock, what delivery costs and how returns work. Anything that takes more than a few seconds needs fixing. The guides to installing the widget and training your bot cover setting up the assistant.