Why Consumers Abandon Their Online Cart - And How to Fix Them

Cart abandonment is one of the biggest challenges for eCommerce businesses.

According to research, nearly 70% of online shoppers abandon their carts before completing a purchase. This can be frustrating for brands that invest time and money into bringing potential customers to their websites, only to see them leave at the final stage - but why do consumers abandon their carts, and more importantly, how can you reduce these instances and close the sale?

The global e-commerce market is expected to total $6.3 trillion in 2024. That is a lot of people shopping online, and that number is only projected to grow. By fine tuning your eCommerce game now, you won’t be left looking at your monthly reports wondering why your abandon cart numbers are so high.   

These are the key reasons behind cart abandonment issues and how to keep these customers from slipping away.

1. Unexpected Costs at Checkout

One of the top reasons consumers abandon their carts is because of unexpected costs that appear during the checkout process—often in the form of shipping fees, taxes, or additional surcharges. Customers may second-guess their purchase When they are met with costs they weren’t prepared for.

How to Fix It:

• Be transparent about shipping costs upfront or offer free shipping.
• Show a breakdown of total costs early in the shopping process.
• Consider offering discounts or shipping incentives if additional costs are unavoidable.

2. Complicated or Lengthy Checkout Process

Show of hands how many people have bailed on a purchase just because there were too many steps? We know we have. It can be painstaking when a company makes it so difficult to take our money. The more steps it takes to complete a purchase, the more likely a customer will abandon their cart. If shoppers are required to fill out multiple forms or create an account, it can become a barrier to completing the transaction.

How to Fix It:

• Simplify your checkout process by reducing the number of steps.
• Offer a guest checkout option so users don’t have to create an account.
• Implement auto-fill features to speed up the process for repeat customers.

3. Concerns About Payment Security

Online shoppers are often wary of sharing their payment information. If your site doesn’t appear secure or doesn’t offer familiar payment options, customers may abandon their carts out of fear of fraud or data breaches — and understandably so.

How to Fix It:

• Display trust signals such as SSL certificates, secure payment icons, and customer reviews.
• Offer trusted payment options like PayPal, Apple Pay, or Google Pay.
• Include clear information about your return policy and customer service availability to build trust.

4. Lack of Payment Options

In today’s diverse digital world, consumers expect flexibility when it comes to payment. If you only offer a limited range of payment options, you risk losing customers who prefer alternative methods, like digital wallets or installment payment services.

How to Fix It:

• Offer multiple payment methods, including credit/debit cards, digital wallets (PayPal, Apple Pay), and buy-now-pay-later services (Afterpay, Klarna etc)
• Display these options clearly throughout the checkout process so customers know their choices.

5. No Clear Return Policy

Uncertainty about returns can create hesitation. If customers aren’t sure they can easily return or exchange a product, they may abandon their purchase to avoid the hassle of dealing with a complicated return process.

How to Fix It:

• Provide a clear, easy-to-find return policy on your website.
• Emphasize flexible return options, such as free returns or extended return windows, especially during the holiday season.

6. Browsing with No Intent to Buy

Sometimes, consumers add items to their cart simply to browse, compare prices, or save them for later. While this is inevitable, it’s not necessarily a lost cause.

How to Fix It:

• Use abandoned cart emails with a friendly reminder of the items they left behind.
• Implement retargeting strategies through display ads to remind customers about their abandoned cart.
• Send personalized offers, such as a discount or free shipping, to encourage them to complete their purchase.

7. High Shipping Costs or Delays

Shipping costs and delivery times play a crucial role in a shopper’s decision-making process. If shipping is too expensive or delivery times are too long, shoppers may abandon their cart in search of faster or cheaper options elsewhere.

How to Fix It:

• Offer free shipping or flat-rate shipping to make costs more predictable.
• Provide multiple shipping options, including faster delivery for an additional fee.
• Set clear expectations for delivery times upfront, so customers know when to expect their purchase.

8. No Sense of Urgency

Without a sense of urgency, customers may feel they have plenty of time to make a purchase, leading them to leave items in their cart indefinitely.

How to Fix It:

• Use scarcity tactics, such as limited-time offers or low-stock alerts, to encourage immediate action.
• Highlight seasonal sales or promotions to create a sense of urgency around making the purchase.

9. Website or Technical Issues

A slow-loading website or errors during checkout can frustrate customers and cause them to abandon their cart. If they encounter any technical problems, they’re unlikely to try again.

How to Fix It:

• Have you ever shopped on Amazon’s mobile app and realized how easy it was? Optimize your website for speed, particularly on mobile devices. People want to point and click with one hand to make an easy purchase.
• Regularly test your checkout process for bugs or glitches.

10. Price Sensitivity

Customers may abandon their carts if they feel the total price of their purchase is too high or if they find better deals elsewhere.

How to Fix It:

• Offer discounts, promotional codes, or bundle deals to increase perceived value.
• Use price-match guarantees to reassure customers they’re getting the best deal.
• Provide payment installment options, such as buy-now-pay-later, to make high-ticket items more affordable.

The Art of Reducing Cart Abandonment

Cart abandonment is a common challenge, but it’s one that eCommerce brands can address through thoughtful improvements to the shopping experience. By identifying the reasons why customers leave without completing a purchase and proactively addressing them, you can significantly boost your conversion rate and increase revenue.

Remember, even small tweaks — like streamlining your checkout process, offering multiple payment options, or improving transparency around costs — can have a big impact on turning abandoned carts into completed sales.