Shoppers complained about the retailer ignoring complaints and selling products that were actually out of stock. Which? asked more than 7,500 members to rate the most popular online shops based on experiences they have had in the past six months.
Those surveyed were also asked to rate websites for their experiences buying particular items and consider a variety of factors including value for money, product range, ease of ordering, deliveries and product quality.
The most highly rated shops in the Which? survey were all specialist retailers, with LizEarle.com (93%), RicherSounds.com (93%) and WexPhotoVideo.com (93%) all tying in first place. Customers told Which? that these shops offered “top service”, great value for money and an “extensive” range of items.
Finding itself at the bottom of the Which? survey, DIY retailer Homebase.co.uk achieved a customer score of 57. Shoppers gave the retailer just two stars for range of products and two stars for value for money.
Which? added that the online stores of two Mike Ashley-owned brands – HouseofFraser.co.uk (60%) and SportsDirect.com (60%) – “languish” alongside Homebase.co.uk, DIY.com (B&Q) (59%), and WHSmith.co.uk (62%) in the bottom five.
Harry Rose, editor of Which? Magazine, said: “We continue to see the same brands performing poorly in our survey, with some of the bigger retailers offering disappointing levels of service and inferior websites which often seem to run out of stock.
“Our research shows that if you value a genuinely enjoyable shopping experience, then you might be better off with a smaller brand that can offer a more personalised service.”