A study of overall customer satisfaction featuring 30 leading UK e-commerce sites, questioned 7000 shoppers in the UK about functionality, price, merchandise and content.
Amazon UK and Play.com both scored 78, while B&Q, PC World, Orange and Curry's shared the lowest rank, with a score of 60.
Results indicated that focusing on the availability, selection, and variety of merchandise will have the best return on investment for retailers, but a retail website's content has the lowest impact on shoppers' likelihood to purchase, ForeSee Results chief executive Larry Freed said.
"By focusing on improving key aspects of a website - areas which directly affect customer satisfaction, and therefore a company's bottom line, retailers can gain maximum results and enjoy repeat business for years to come," said Freed.
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