The fantastic end-to-end experience we get when we shop at Amazon has serious repercussions for our experiences when we shop on other ecommerce sites. This is especially true for us in Ireland when we want to shop on Irish websites.

I was reminded of this recently when I was trying to buy two items on the Currys PC World website. I selected the two items and went to my basket to check out. The first item, incredibly, was not available for posting to me – WTF! – so it offered me click and collect. I selected my closest store and it said it was out of stock. Yes, I was at the checkout stage. The closest store was in Dublin, over 100 miles away. S0 that’s €30 on fuel and a full day to pick up an item that cost €30…

I moved down to the second item. This was not available for click and collect – why not? – but was available for online delivery. With me so far? I filled in my billing details and clicked ‘continue’. No good, WTF! 2. I had to go back up and delete the first item that was only available in practically the next time zone. When I deleted the top item the page refreshed and left the bottom item in the checkout but wiped all of my hitherto completed payment details – WTF! 3.

None of these WTF! moments would have occurred on the Amazon site. I left the Currys PC World site feeling that its experience is so excremental compared to Amazon. We become so conditioned to how good the Amazon buying experience is, and the experience itself, by which I mean the shopping process they take us though – that it negatively predisposes us against other vendors.

Maybe that’s one of the reasons why I do the vast bulk of my online shopping on Amazon and why they’re hoovering up business.

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