A new study from hosting provider Fasthosts Internet suggests that a massive 80% of shoppers encounter slow working websites around Christmas, with just over 40% of consumers abandoning purchases on slow running sites and 34% more likely to switch to a competitor’s website over this period. Once again, this shows that performance is key in keeping hold of customers online in the long and short term.

It’s unsurprising that shopping online is slow at this time, but the knock-on effect, in which consumers sidestep brand loyalty in favour of speed to abandon a preferred retailer’s site for a competitor, can mean a long-term loss of sales.

Roughly one in three shoppers admit to being more likely to abandon a slow-running retail website at Christmas than at other times of the year — and 28% of shoppers admit to feeling negatively towards retailers as a result.

“The data shows that whilst many firms sell successfully online, usability can take a real knock at the most crucial time of the year,” said Steve Holford, CMO of Fasthosts. “Shoppers today are more impatient and unforgiving than ever before, and are ready to source an alternative. Retailers must ensure that their hosting responds dynamically with increases in demand or they will lose revenue and reputation”.

44% of shoppers faced delays ranging from slower product searches, delayed payments and even confirmation emails over the Christmas period. This meant that one in four shoppers (24%) believed that retailer’s sites become overwhelming during December, as they become filled with Christmas ‘offers’ and new products, making them difficult to navigate.