Online shopping should be convenient, but nothing frustrates customers faster than an e-commerce site that gets in its own way. From slow order processing to suspiciously perfect reviews, there are plenty of ways businesses can lose customers before they even complete a purchase. Here are five of the biggest e-commerce pet peeves and what businesses can do to keep their customers happy.
Order Processing Is Too Slow
When demand surges, some e-commerce stores struggle to keep up, leaving customers waiting far longer than expected for their orders to be processed. This is especially common during the holiday season, major sales events, or viral product trends. Long processing times lead to frustration, canceled orders, and negative reviews.
The solution? Prepare in advance. Businesses should analyze sales trends to predict demand spikes and ensure they have the resources to handle an influx of orders. Automating parts of the order fulfillment process can help speed things up, and clear communication about delays helps manage customer expectations.
Limited Payment Options
A checkout page with only one or two payment options is a dealbreaker in 2025. Customers expect a secure, seamless transaction, and if they can’t pay the way they want, they’ll go elsewhere.
A reliable payment gateway should accommodate multiple payment methods, including credit cards, digital wallets, and buy-now-pay-later options. Security is also a top concern, so businesses must ensure their system is compliant with industry standards. Check this guide to payment processing available here explaining to businesses how they can explore different options to keep their checkout process smooth and secure.
Unrealistically Positive Reviews
If every product on a site has nothing but glowing five-star reviews, customers are going to be skeptical. Overly polished reviews, especially those without any constructive criticism, make it look like the business is filtering feedback—or worse, paying for fake reviews.
Customers value authenticity. A mix of reviews, including those that offer small critiques, builds trust. Businesses should encourage real customers to leave feedback by following up with an email request after purchase. Offering incentives, such as discounts on future orders, can also increase engagement without compromising authenticity.
High Shipping Costs
Few things kill an online purchase faster than discovering steep shipping fees at the last step of checkout. This is even worse for international customers who find out too late that shipping is unaffordable. When pricing isn’t clear from the start, customers feel misled and are more likely to abandon their carts.
Transparency is key. Businesses should display estimated shipping costs early in the shopping process and provide calculators for international rates. Negotiating better deals with shipping carriers can also help reduce costs and keep prices competitive.
Fake Product Photos
Customers want to see the real product, not a generic stock image with an item awkwardly superimposed on it. Poorly edited product photos make businesses look unprofessional and raise concerns about quality.
Authenticity matters. Businesses should invest in high-quality, original product photography that shows items in real-life situations. Clear, well-lit images from multiple angles help customers make informed decisions and reduce the likelihood of returns due to unmet expectations.
E-commerce businesses that avoid these common mistakes will have an easier time keeping customers happy and loyal. When shopping online feels effortless, customers are more likely to return—and recommend the store to others.