What is shopping cart abandonment?

Asked 16-Nov-2017
Updated 28-Apr-2023
Viewed 712 times

1 Answer


What is shopping cart abandonment

Shopping cart abandonment is a term used to describe the situation where a customer adds items to their online shopping cart but fails to complete the purchase. This phenomenon is a major concern for online retailers as it can significantly impact their bottom line.

There are many reasons why shoppers abandon their carts. One of the most common reasons is unexpected costs such as shipping fees and taxes. Customers may also abandon their carts due to a lack of trust in the retailer or concerns about the security of their personal information.

Another reason for shopping cart abandonment is a complicated checkout process. If the checkout process is too long or requires too much information, customers may become frustrated and decide to abandon their purchase. Similarly, if the website is slow or difficult to navigate, customers may give up and look for other options.

Some customers may also abandon their carts because they are not ready to make a purchase yet. They may be using the shopping cart as a way to save items for later or to compare prices with other retailers. In some cases, customers may also be conducting research and may not be ready to make a purchase for some time.

Shopping cart abandonment can have significant consequences for online retailers. Not only does it result in lost sales, but it can also damage a retailer's reputation and make it more difficult to attract new customers. To combat shopping cart abandonment, retailers can take a number of steps.

One effective strategy is to offer free shipping or other incentives to encourage customers to complete their purchase. Retailers can also simplify the checkout process by reducing the number of steps required and making it easy for customers to enter their information. Additionally, retailers can invest in website optimization to ensure that their website is fast and easy to navigate.

Another strategy is to send abandoned cart emails to customers who have left items in their shopping cart. These emails can remind customers about their abandoned items and encourage them to complete their purchase. Retailers can also use these emails to offer discounts or other incentives to encourage customers to complete their purchase.