How optimising online customer experience can boost e-commerce
- The latest Digitise & Thrive e-book by PayPal looks at why customers pay more for goods and services if the online transaction is seamless
- The digital payment provider says customer engagement, feedback avenues and user-friendly mobile sites can drive online sales

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Online shopping in Hong Kong is booming as the Covid-19 pandemic adds momentum to changes in consumer preferences. After a slow start compared with many other markets, e-commerce has been on a strong upward trajectory in the city, with 52 per cent of all shopping carried out online since the start of the pandemic, compared to 40 per cent pre-Covid-19, according to a study by Visa¹.
But as companies of all sizes respond to this trend by launching their own online platforms, the marketplace is becoming increasingly crowded. According to a report by KPMG, the good news for small and medium-sized businesses (SMBs) is that the pandemic has prompted another shift in consumer behaviour, with people increasingly favouring smaller, local companies they consider to be part of their community, over large, multinational corporations².
SMBs, which are often locally grown, family-run enterprises, are in a prime position to capitalise on this trend, so it is important that a clunky website does not let them down.
Why good web design matters
Having an easily navigable, well-designed website can be a key asset in the battle for SMBs to differentiate themselves from competitors. An engaging web experience has been shown to reduce cart abandonment and keep customers focused on their purchase, preventing drop-off among users. It also helps to build brand loyalty, which could lead to important word-of-mouth recommendations.