Ecommerce sites that run flash sales on Facebook must still deal with offline logistical issues, such as shipping, which accounted for 49 percent of negative comments in a study of 2,776 conversations on the social networks between customers and flash-sale sites conducted by fulfillment and logistics solutions provider Dotcom Distribution.
According to Dotcom Distribution, 22 percent of comments were related to negative shipping experiences, accounting for 49 percent of all negative comments.
The company found that Fab.com and Gilt.com made out the best in terms of percentage of negative comments related to shipping, each at 36 percent, while Beyond the Rack, HauteLook, and Zulily may want to overhaul their logistics, as 61 percent of negative comments about each of those sites related to shipping.
On the positive side, 30 percent of all positive comments posted related to products, and Ideeli shined in this area, with 57 percent of its positive comments related to products.
Overall, 44 percent of comments analyzed were negative, 29 percent positive, and 27 percent neutral, and Dotcom Distribution said One Kings Lane and Zulily were the only sites with more positive comments than negative, while Rue La La broke even.
Dotcom Distribution President Maria Haggerty said:
Flash-sale customers are social-savvy, and they are taking to Facebook to express their frustrations, specifically when it comes to issues like delayed orders or shipping issues. If these sites want to improve their social feedback, they need to start by selecting a fulfillment partner that has the scalability to handle the high volume of orders that come with flash sales.
Readers: What types of issues have you had with flash sales on Facebook?