Trends Report

Understanding Shopping Cart Abandonment

Customers Are Often Unprepared To Buy And Stunned By Shipping Costs

May 20th, 2010
Peter Hult
With contributors:
Patti Freeman Evans , Brendan McGowan


Despite improvements in site design and increased consumer comfort with online purchasing, 88% of Web buyers say that they have abandoned an online shopping cart without completing a transaction. This is the same percentage as five years ago, suggesting that retailers have yet to address the primary drivers of cart abandonment: frustration with the amount of shipping costs, unpreparedness to make a purchase, and a desire to comparison-shop for a lower price. Cart abandonment highlights the opportunity for retailers to recover lost sales by clearing the path to purchase, clarifying shipping prices and delivery times up front, as well as testing various checkout scenarios.

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