Shopping spoof video by Google shows customers frustration with online shopping

THE sometimes excruciating process of online shopping has been sent up in a series of videos, showing supermarket shoppers face hurdles such as '404 not found' errors.

JUST days after it was revealed that Australian retailers were among the highest searched for terms in Google, the search engine giant has released a series of videos slamming online stores for their poor customer service.

The videos depict a man walking around a supermarket, which is set up to look and behave like an online store.

He struggles to find correct items, is forced into buying items he doesn't want, and is asked to agree to an anti-terrorism waiver when buying a loaf of bread.

In one video, the customer can't find 'semi-skimmed milk', despite coming up with 54,000 results for 'milk'. He also comes across a 404 error when trying to find olives, and is made to pay a hefty delivery fee on a loaf of bread.

While the videos are clearly made in jest, their point is clear - retailers have to work harder for our business.

As reported in news.com.au last week, Australian retailers are struggling to compete with online stores overseas, largely because their customer service isn't good enough.

Australian Centre for Retail Studies research director Sean Sands said leading Australian retailers have spent too many years not taking online seriously.

"Sure they're starting to now but they're a long way behind," Dr Sands said.

Dr Sands said Australian retailers "cry poor" too much when it comes to sales lost to overseas retailers.

"But why wouldn't you shop overseas when they're offering free delivery?" he said.

He added smaller retailers such as the Iconic and Shoes of Prey – which deliver within hours and allow shoppers to custom design their own items – were the only local retailers that were "really innovative".

"Those are the guys that are changing the game and people have to catch up," he said.