The Five Most Common Reasons for Cart Abandonment

Another year, another 12 months during which the average online store shopping cart abandonment rate increased once again. eCommerce may have seen something of a boom while most of the world was stuck at home, but it seems most shoppers are once again abandoning their carts before handing over their cash. Back in 2016, the average stood at around 77%. It then increased to 78% and 79% in 2017 and 2019 respectively. For 2020, indications suggest it’s now well over 80%. Which basically means that four out of every five carts are abandoned, before the shopper in question converts. But why is it that the overwhelming majority of shoppers leave without buying anything? Even after popping items into their carts with the intention of buying, why do they subsequently bail on 80% of occasions? When polled, these were the five most common justifications for cart abandonment among the everyday online shopper: 1. Unexpected Shipping Costs When shipping costs are thrown into the mix at a later stage in the process, it almost always results in a cart abandonment. Even if the shipping cost is relatively low, it’s an extra cost the shopper wasn’t expecting and therefore more than enough to put them off. A lack of clarity with shipping costs in its own right can also be extremely off-putting. 2. Having to Create an Account Having to create an account means not being able to make impulse purchases, or buy anything at all without going through a boring and drawn-out sign-up process. It also usually means opening the door to more junk emails and a barrage of promotional offers, which most people simply do not want. Research has shown that if you force customers to create an account, your conversion rates will suffer as a result - always and without exception. 3. Issues with the User Experience
4. Payment Security Scepticism Likewise, it’s your job to convince every customer that there’s really nothing safer than making purchases on your website. Otherwise, they’ll instinctively assume that this simply is not the case. Unless you create a complete sense of trust throughout the purchase and checkout process, they’re unlikely to take what they believe to be a risk. Approximately 20% of shoppers have abandoned a purchase due to the most rudimentary safety conce s. 5. Inadequate Return Policies Last but not least, online shoppers need to know that if they’re not completely satisfied with their purchases, they can return them quickly, easily and without having to pay for the privilege. Research suggests that if your return policy is considered inadequate, you can kiss goodbye to at least 10% of the sales you would otherwise make. You also run the risk of falling behind your competitors, given how good returns policies are prioritised by most leading ecommerce businesses these days.