Find out what the top 10 reasons your shoppers abandon their carts and how you can tackle each of those reasons.

2. Shopping cart abandonment is one of the biggest
issues in e-commerce.
To be able to tackle it, you must first be
knowledgeable of the common reasons for this
phenomenon.
The following are the top reasons for cart
abandonment (in an order according to Statista,
2015) and their solutions.

3. 1. Unexpected shipping cost
This happens when customers tackle extra costs
(taxes, shipping, required items) at the checkout.
It often causes irritation and consumer remorse
(especially if they are deemed high).
Solution? Disclose the final cost from the
beginning, or include it in the item’s cost and offer
‘free’ shipping.

4. 2. Having to create a new user account
Since consumers seek immediate, quick and
instant results, having to put time and effort to
complete a transaction is a nuisance to many
consumers.
Solution? Offer customers a guest checkout option.

5. 3. Was conducting research to buy later
Many consumers add items to carts for research
purposes (price, quality, shipping and more).
They may exit and return to the cart several times
before they make a purchase (if they do not find a
better alternative).
Solution? Implement a price match guarantee pop
up to ensure customers.

6. 4. Concerns about payment security
This includes security concerns regarding the
website, order process and entering credit card
information.
Solution? Include SSLs and customers’ reviews to
assure the consumers.

7. 5. Long and confusing checkout
Any factor that lengthens the checkout process is
an annoyance to the consumer and they may end it
mid-process.
If the checkout process is confusing, the poor
experience may cause customers to give up mid-
process.
Solution? Keep the checkout short, minimize form
element and have clear calls to action.

8. 6. Couldn’t find a coupon code
Consumers often look for coupon codes to not feel
as if they are paying too much. If they cannot find
one they may decide to wait until they do.
This mindset is particularly strong when the
coupon code search bar is near the checkout and is
noticeable.
Solution? Auto-apply coupons when given via
email or pop ups, otherwise, make the coupon bar
less visible.

9. 7. No express shipping available
In some cases, consumers need the product by a
specific date. If the product won’t be delivered by
such date (due to lack of express shipping option),
there is no need for it.
Solution? Offer express shipping for a higher
shipping cost.

10. 8. Lack of payment options
According to a ClickandBuy survey over 50% of
regular online shoppers will cancel a potential
purchase if their preferred payment method is not
available.
Solution? Offer as many payment options as
possible, including local payment methods, such
as AliPay in China.

11. 9. An unfavourable return policy
Such policy is one that costs money or offers
return in too little days.
According to cpcstrategy, 2 out of 3 shoppers
would buy more online if returns were free.
Solution? Offer free 30 days return.

12. 10. Lack of customer support
A study by LivePerson found that 83% of online
shoppers want some form of help during their
online shopping process.
Also 51% of shoppers are more likely to make a
purchase if they have customer support via live
chat.
Solution? Provide a live chat option.