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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