According to analysis of the top 25 UK retailers' websites and quizzed 2’000 consumers, marketers found out that British shoppers are frustrated by retail websites that fail to offer the features they want.

While 88% of consumers wanted to have user reviews included, only 42% of sites offered this service. 83% of clients wanted to compare products, but only half of retailers had this feature. 80% of consumers wanted recommendations based on purchases from other users, but only 20% of shops had this feature.

According to further research from Experian, new type clients (so called Handset Haggler) has appeared in UK. While they are in the store, people are increasingly using internet for price comparison and Twitter or Facebook on their mobile phone to actively get feedback on a purchase. // 21/03/2011, Source: Marketing magazine , Mobilechoices.co.uk , EPiServer AB