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This is the worst online shop as voted for by thousands

Written by: Paloma Kubiak
Homebase has been named the UK’s worst online retailer, an annual survey of 10,000 shoppers has revealed.

The DIY chain’s online offering was criticised for its poor product range, “bog standard” product quality and poor value for money.

According to campaign group Which?’s survey, Homebase achieved a customer score of 55%. Joining the store at the bottom of the league table were online offerings from Sports Direct (61%), Dorothy Perkins (61%), DIY/B&Q (62%), WHSmith  (63%) and JD Sports (63%).

Shoppers said Sports Direct was cheap but the products were poor quality, while Dorothy Perkins was highlighted for being slow on delivery and its complaints handling system was “not up to standard”.

B&Q’s online store DIY was criticised for not being “user-friendly”.

At the other end of the scale, it was smaller, more specialist online retailers which impressed shoppers with their more personalised service.

Beauty specialist LizEarle ranked top (94%) due to its high quality products, excellent service and orders often including free gifts.

It was followed by Richer Sounds (93%), Rohan (93%), SeasaltCornwall (93%) and WexPhotoVideo (93%).

Asked what makes people shop online, 68% said it was because they could do it at any time, 63% said it was easier to find goods, while 57% said they had more choice of products.

Another plus point was that it was easier to compare prices online and that was easier to have goods delivered than to pick them up in person.

Harry Rose, editor of Which? Magazine, 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 online retailers have seized the opportunity to make their mark and give shoppers exactly what they want.”

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