Nearly half of Brits want to complain to an online retailer through their website, says 1&1 Internet.

Research by the web hosting firm revealed that 45 percent of online shoppers choose an online retailer based on whether or not they have a feedback facility on the site.

"As more of us choose to make purchases online, there will be increased demand for online-based after-sales functions such as complaints handling. Britons clearly value the speed and convenience of internet-based options," said Oliver Mauss, CEO of 1&1 Internet.

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Unfortunately, only 17 percent of UK retailers are aware that consumers want a complaints facility on websites, while 36 percent believe there is no benefit from web-based communication facilities such as customer live-chat or feedback forms.

According to 1&1 Internet, 24 percent of Brits claimed to have had at least one negative online shopping experience while 64 percent have admitted to feeling negative emotions such as stress or concern as a result of an online purchase.

"Having leveraged the internet to win a customer, businesses have much to gain from taking simple steps to maintain that connection. In a challenging economy, enterprises that can resolve customer care issues swiftly online are likely to receive increased customer loyalty and spend," added Mauss.

See also: 41% of Brits scared of shopping online