Interesting stats have just come to light on the e-commerce customer experience, according to a new study by Bronto.

1. 33% of retailers don't offer ‘guest checkout’, requiring customers to register before making a purchase
2. Customers have to navigate an average of five pages to complete the check-out process
3. Only 7% of retailers allow shoppers to change product attributes such as colour or size during the check-out process
4. 38% of retailers only reveal the total cost of the items just before the purchase completes, which leads to many customers aborting the order
5. 22% of UK retailers only send one basket reminder email to re-engage shoppers

E-commerce needs to improve and make the experience smoother if consumers are to be kept happy, brand loyalty improved and customer retention rates increased.