63% of online shoppers have received items that look nothing like online pictures

Ben StevensEcommerce

Nearly two thirds of online shoppers in the UK say they have bought an item which looks nothing like the picture on the retailer’s website.

Sixty-three per cent of UK shoppers said they had purchased an inexpensive item online which was misrepresented online, according to the latest research from the Fashion Retail Academy.

Though size issues were a key factor, with 28 per cent of respondents saying they had received an item that was too small alongside 20 per cent who had received items which were too big, material was the leading cause of disappointment.

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A reported 30 per cent of those surveyed said they had received online orders where the material looked totally different to how it appeared in pictures.

The research also revealed that just 27 per cent of online shoppers “always” read reviews about the items they were buying, while 18 per cent said they “never did”.

“Online shops are always open for business, and that makes it incredibly convenient for Brits who want to get their hands on the latest fashions but don’t have the time to visit the high street,” Fashion Retail Academy chief executive Lee Lucas said.

“However, while you know exactly what you are getting when you buy a TV or book online, it is not always possible to tell the exact fabric or colour when it comes to clothes.

“One benefit of retailers who have physical stores as well as an online presence is that items are less likely to be of poor quality. They are being picked up and handled by shoppers every day and that acts as a bit of an insurance policy for the shopper who goes straight to online.”

Over a quarter of British shoppers said they bought clothes online at least every two weeks, with a further 32 per cent saying they shopped monthly.

In terms of age, 35-44 year olds were the most frequent shoppers, with 10 per cent stating they shopped for clothes online every day.

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Ben StevensEcommerce

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