Reasons to Abandon the Shopping Cart in E-Commerce

Browse for hours in an online store, consult the articles we like, and select them one by one to add to the cart… then nothing will happen after that. The basket was left outside. We’ve all been through this scene before. This is called in E-Commerce Terms: Abandon Shopping Cart.

For marketing teams, be it DNVB brands or traditional e-commerce, it is very annoying and frustrating to see shopping carts full of items and not lead to a sale. Why do consumers abandon their shopping cart all the way, when they take so long to browse and choose the site? What could be going on in their heads? We explain all the reasons for cart abandonment on e-commerce sites.

What are the effects of abandoned shopping carts?

This appears to be a bad habit of a number of consumers when they fill up their shopping cart after spending an extended period of time. This one is quickly neglected.

Statistics also confirm the fact of shopping cart abandonment. In fact, it turns out that 55-80% of e-commerce baskets are abandoned by consumers, and this statistic varies according to the sectors of activity and user experience offered by online selling sites. On average, 70% of baskets are not finished, ie Two abandoned carts for a paid cart and validated. This represents billions of euros of unsold merchandise each year.

E-commerce website ranking

Why are online shopping carts abandoned along the way?

According to a study conducted by the carrier UPS and ComScore on the online shopping experience by consumers, various reasons why consumers abandon purchases have been identified. Here are the main reasons.

Reason 1: Obligation to create a customer account before placing an order

Obligation to create a customer account Before you can definitively verify the authenticity of the basket online, it is a brake to the consumer. In fact, after spending so much time browsing the site and selecting all the articles, having to create an account and fill in all the boxes can be a cold shower, for consumers who are increasingly in a hurry, paying part of their shopping spree.

The second reason: the paid transport limit is too high, or the cost of delivery costs is too high

Consumers often summarize Free shipping for e-commerce. However, merchant sites pay to ship their orders, and sometimes are obligated to pass on that cost to their customers. However, the amount of delivery costs can deter future customers, especially if the total amount of the shopping cart does not allow them to take advantage of the free delivery costs. In addition, some sites announce the amount of delivery costs only at the end of the order, rather than indicating it from the beginning, which causes an unpleasant surprise to the consumer.

Reason #3: Put your cart aside to validate your purchase later

A large number of users fill their baskets with the intention of buying, but not immediately, due to lack of time or funding. So they use the e-commerce site’s shopping cart as a “wish list” (a wish list), to keep them under the elbow for later.

Reason 4: Browsing multiple websites at the same time to compare prices for similar items

Most cart abandonment is caused by shopping carts, which the user browses through other websites, looking to buy the same items, but at a cheaper price. It is therefore important to monitor prices, especially on the best sellers, to ensure that the offered price is always in line with competitors.

Reason 5: The list of payment method options is limited

The lack of flexibility in choosing the means of payment can be an obstacle for consumers (payment by bank transfer, check, credit card, PayPal, etc.). It is important to offer wide options adapted to their target customers: for example, the elderly sometimes want to pay by check or bank transfer, especially for large amounts, while young people want to choose quick solutions or even by using cryptocurrencies.

How do you reduce the rate of online shopping cart abandonment?

To reduce your online shopping cart abandonment rate as much as possible, it is advisable to rely on numerical analysis of your traffic, and feel free to seek help from a data scientist or web analytics specialist. In any case, it is important for an e-merchant to be transparent about how much shipping costs, by announcing it early enough, so that the user knows what to expect. Obviously, regarding the shipping part of the order, it is best to offer delivery costs, but this is not within the reach of all e-merchants.

It is also important to let consumers choose whether or not to create a customer account. The consumer will feel free to choose, and this will save him from having to create an account when he does not want to at the moment … especially during the first “trial” purchase.

It is also necessary to offer a wide range of payment types to future customers. Some consumers are very reluctant to give out banking information when shopping, even if the site appears secure. Feel free to reach out to your clients and future customers through personalized emails, such as offering discounts or promotions. Personal emails will make the difference.

By implementing all these tips, you will succeed in reducing your online shopping cart abandonment rate, and increasing sales on your e-commerce sites.


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