Homebase has been named the UK’s worst online shopping experience in a new poll, with Sports Direct coming a close second.
According to a new survey conducted by Which? the DIY retailer’s website was difficult to navigate and often failed to have up-to-date information, receiving a customer score of just 55 per cent.
Which? interviewed more than 10,000 people for the study, asking them to base their rating of websites on a range of factors like returns processes, price and product range.
“Customer feedback is really important to us, and we are working hard to make changes online to provide great service when customers shop with us,” a Homebase spokesman said.
Close behind Homebase came Sports Direct and Dorothy Perkins in joint second-last place, both receiving a 61 per cent customer score.
Conversely, smaller brands with more personalised services were voted far higher, with beauty brand Liz Earl snapping up the top spot with a 94 per cent customer score.
Close behind were Richer Sounds, Rohan and Seasalt Cornwall in joint second place with a 93 per cent customer score.
Which? editor Harry Rose said: “The online shops with the happiest customers tend to be the ones that offer a personal service, quality items, and deliver quickly and conveniently.
“Where the big players are lacking, either with poor service or confusing websites, smaller more specialised retailers have seized the opportunity to make their mark and give shoppers exactly what they want.”
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