66 per cent of people who encounter unexpected complexity when attempting to place an order via safe shopping online on a mobile site will simply give up and head elsewhere, according to a new Elavon study.

58 per cent of respondents said that any hint of an imperfect m-commerce experience would be enough to make them refuse future trips to the site, putting loyalty on the chopping block.

There are a number of factors which consumers consider to be problematic when making purchases from mobiles. 

69 per cent cited the requirement to re-enter personal details which had already been handed over as a deal breaker. 54 per cent said that they resented having to create an account to complete a transaction, and 41 per cent claimed that they would be disappointed if the payment options they were presented with were restrictive.

Survey spokesperson Colin Close explained that while expectations about the quality of mobile shopping were on the rise, too often retailers were falling short and failing to deliver on promises of convenience and user-friendliness.

He also said that with the rapid rise of m-commerce during sales periods, such as Black Friday, it made sense to ensure that sites were fully optimised, or else customers would simply head elsewhere and might never return to particular sites.

Overcomplicated transaction processes and imperfect interfaces are not the only hang-ups that consumers have about mobile shopping. 32 per cent said that they often got their mind taken off the task of making a purchase because of the distractions in the world around them. This perhaps explains why 36 per cent said that they tend not to be as willing to endure delays and complications when using a smartphone to carry out safe shopping online in the UK.