(Length: 5 pages)

This is a Consumer Technographics document

October 11, 2005

Rethinking The Significance Of Cart Abandonment

The Misleading Metric Doesn't Accurately Reflect Consumer Behavior

by Carrie Johnson

with Charles P. Wilson, Sean Meyer

Executive Summary (This is a document excerpt)

Shopping cart abandonment remains over 50%, and 88% of Web buyers say they have left items in a cart without completing the purchase online. Sticker shock tops the list of why shoppers ditch the cart: 57% did not want to pay shipping costs, and 48% said the total cost was more than they expected. These reasons directly stem from their pricing expectations about the online channel: 72% expect products to be cheaper online.

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Analyst: Carrie Johnson
Industry: Business-To-Consumer eCommerce, eBusiness/eCommerce, Retail
Geography: North America

Archived Teleconference:
The Cost Of Selling And Acquiring Customers Online
Original air date: Wednesday, August 27, 2008
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