Why Shoppers Abandon Their Carts: Top 5 Reasons and How to Fix Them
Shopping cart abandonment is one of the most frustrating challenges for e-commerce businesses. You’ve done the hard work of getting shoppers to your site, convincing them to add items to their cart, and yet, they leave without completing the purchase.
To understand why this happens, let’s explore the top 5 reasons people abandon their carts, according to research from Statista.
1. High Shipping Costs (86%)
The number one reason shoppers leave their carts is unexpectedly high shipping costs.
- Why it happens: Customers are often drawn in by the product price but are turned off when they see additional shipping fees during checkout. This creates a sense of mistrust or frustration.
- How to fix it:
- Offer free shipping if possible, or provide clear shipping cost estimates early in the shopping process.
- Consider offering a threshold for free shipping, such as “Free shipping on orders over $50.”
2. Unexpected Costs (72%)
Unexpected costs like taxes, fees, or other add-ons at checkout are the second-biggest reason shoppers abandon their carts.
- Why it happens: When the final price is significantly higher than expected, it creates “sticker shock,” causing customers to back out.
- How to fix it:
- Be transparent about pricing from the beginning, including taxes and fees.
- Use tools like a tax calculator to display the total cost upfront.
- Include an order summary that breaks down all costs before the checkout page.
3. Return Hassle (22%)
For 1 in 5 shoppers, concerns about the difficulty of returning items prevent them from completing their purchase.
- Why it happens: If customers feel they might struggle to return a product, they hesitate to commit.
- How to fix it:
- Highlight your return policy prominently on product pages and during checkout.
- Offer hassle-free returns and include prepaid shipping labels when possible.
- Use phrases like “Free 30-Day Returns” or “Easy Refunds” to reassure customers.
4. Limited Payment Options (16%)
A lack of preferred payment methods can be a dealbreaker for some shoppers.
- Why it happens: If customers can’t use their preferred method—be it PayPal, credit card, or Buy Now Pay Later (BNPL)—they’re less likely to complete the purchase.
- How to fix it:
- Offer a variety of payment options, including popular ones like PayPal, Apple Pay, Google Pay, and BNPL services like Afterpay or Klarna.
- Display the available payment options early in the process, such as on the product or cart page.
5. Security Concerns (13%)
More than 1 in 10 shoppers worry about the security of their payment information when shopping online.
- Why it happens: Websites that don’t appear trustworthy, lack SSL certificates, or have poorly designed checkout pages raise red flags.
- How to fix it:
- Use secure payment gateways and display trust signals like SSL certificates, trust badges, and security logos (e.g., “Verified by Visa” or “McAfee Secure”).
- Keep your website design professional and ensure the checkout process is smooth and error-free.
- Include testimonials or reviews to build credibility.
Key Takeaways
Understanding why shoppers abandon their carts is the first step to reducing cart abandonment rates. Here’s how to address the top concerns:
- Address shipping costs: Offer free or transparent shipping policies to avoid surprises.
- Be upfront about total costs: Avoid unexpected charges by displaying the full price early.
- Simplify returns: Make it easy and worry-free for customers to return items.
- Expand payment options: Cater to different payment preferences to accommodate more users.
- Build trust: Showcase security features and create a professional, secure checkout process.
By proactively tackling these issues, you can increase conversions, build trust with your customers, and improve overall shopping experiences.
Source: statista.com