Quidnunc reviewed the Christmas e-business performance of the top 15 UK and US retail groups. It found that 48% of US retail sites offered full e-business capability, compared to 61% of UK Web sites.
Quidnunc tested for 21 different consumer scenarios, such as searching for specific items and special offers, reading product information and confirming delivery dates. The UK sites came out best.
Andrew Lyons, head of customer experience design at Quidnunc, said, "Shoppers have high expectations of the online shopping experience and retailers need to provide their customers with a service that matches or exceeds these expectations."
Praising UK retail sites such as Mothercare.com and WHsmith.co.uk, Lyons said, "Most sites get the basics right but retailers now need to build on these foundations to provide the advanced functionality and user experience, such as gift-finders, gift-wrapping and detailed product information and pictures."