Leader: E-tailers can get it right this Xmas

What are the chances this will be the Christmas when the e-tailers finally get it right?

Every year we hear from readers who tell us they placed orders well before the final date for guaranteed delivery and yet presents didn't arrive until the first post after Christmas or even well into the New Year. Many add that the customer service along the way left a lot to be desired.

That simply isn't good enough. silicon.com is a strong and vocal supporter of ecommerce but we want to see it done right.

E-tailers assume a massive responsibility when they make promises about getting Christmas presents delivered on time. And while many live up to those responsibilities, those who do not and who fail to give customers the confidence to trust the online channel shouldn't be in business.

Of course problems will occur that are beyond their control, such as postal trouble.

Have you got a top tip?

Pass on your suggestions for taking the pain out of Christmas shopping by emailing editorial@silicon.com. Tomorrow we'll bring you our top tips for a stress free Christmas (... though only shopping - you're on your own with the turkey we're afraid).

But e-tailers can still do more to mitigate these problems. In past years some e-tailers have tried to push their final days for guaranteed delivery right to the wire, backed up by guarantees from Royal Mail about delivery times. After all, it looks good to boast that even orders placed on 21 December are guaranteed to make it on time but if it turns out not to be the case then the initiative backfires. And human nature says we're always going to allow ourselves to be convinced we can keep shopping until the last minute.

The definite line in the sand that e-tailers draw means they can say 'it left the warehouse on 21 December, we did our bit' but all that really shows is regard for its own KPIs, rather than regard for its customers.

E-tailers must also manage the expectations of customers. It's all well and good pointing the finger of blame at Royal Mail, or elsewhere, if something goes wrong but many of these businesses have been doing this long enough to be judged on when the customer gets the parcel, not when they are told it left the warehouse. This includes how these business deal with worried customers in between.

This Christmas it is a fact that many customers will not receive their gifts in time - and how many e-tailers will really be able to hold their hands up and say 'we did everything in our power to fulfil customers' orders and manage their expectations'?

We fear it may be too few yet again.