Imagine if shopping in malls was like online shopping: you walk into a department store, start filling your shopping trolley with everything you desire, and suddenly a child appears in front of you, so you begin playing with them; then your phone rings, making you completely forget what you intended to purchase, and you walk out of the store, leaving your shopping trolley behind.

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Why do potential customers abandon carts? This scenario might seem entirely unrealistic, yet unfortunately, it happens all the time in the world of e-commerce. Despite online store owners devising the best marketing strategy to target and attract customers, a user visits the website, starts shopping, and then suddenly abandons the cart effortlessly with no obvious reason, perhaps never to return again.  

This is the realistic scenario, and one of the most prominent, frustrating issues that e-commerce store owners face and strive to overcome by all means. I know it is impossible to eliminate it completely, but we can certainly reduce it by enhancing the user experience on your store. In this article, I will walk you through the most common reasons why users abandon your cart before completing checkout, and how to address them with simple steps.

When Does Shopping Cart Abandonment Occur? 

Shopping cart abandonment occurs when shoppers add one or more items to your online store's shopping cart, but leave the website before completing the checkout process.

How Is the Shopping Cart Abandonment Rate Calculated for Online Stores?

The shopping cart abandonment rate is calculated by dividing the total number of completed transactions by the total number of initiated transactions, and then multiplying by 100. Addressing why potential customers abandon carts, this rate determines the percentage of users who had purchase intent but did not complete the process to the end.

Cart Abandonment Rate = (Total number of completed transactions / Total number of initiated transactions) * 100.

Why Is Cart Abandonment So Important?

Why do potential customers abandon carts? Calculating the cart abandonment rate is one of the most critical metrics to track for e-commerce websites, because a high abandonment rate may indicate a poor user experience or a glitch in your store's sales funnel.

Reducing cart abandonment leads to higher sales and revenue; therefore, improving the user experience and decreasing cart abandonment rates is a primary focus area for e-commerce store owners and managers.

Shopping Cart Abandonment Statistics: 

We can consider shopping cart abandonment the biggest hurdle facing retail trade in e-commerce. According to data from Listrak, the retail marketing firm tracking cart abandonment: "The average rate of users who abandon their shopping cart before buying is 81%". In other words, most e-commerce sites lose at least three-quarters of their shoppers to cart abandonment. In the worst cases, this means four out of five shoppers leave your cart before actually buying anything.

Here are some of the most realistic insights into shopping cart abandonment:

• In March 2020, 88.05% of online shopping orders were abandoned, meaning they did not convert into a purchase. The automotive industry recorded the highest cart abandonment rates among all measured categories, with an abandonment rate of 96.88%.

• Online stores lose $18 billion in revenue every year due to shopping cart abandonment. 

• Average cart abandonment rates on checkout pages reach 87%, and this rate rises on Fridays, Saturdays, and Sundays to reach nearly 90%.

• Through my search across Google, I found diverse data across various studies, with abandonment rates ranging from 56% up to 81%. However, I believe recent data from the Baymard Institute paints the most accurate picture.

They calculated data across 41 different studies and found that the average shopping cart abandonment rate is just under 70%. This means nearly seven out of 10 shoppers will not complete their transactions—a deeply frustrating figure for online store owners. 

 12 Reasons Why a Customer Abandons the Shopping Cart on Your Online Store

Now, I will review with you 12 of the most significant reasons revealed through statistics and studies to answer the question: Why do potential customers abandon carts? These reasons largely lead to customers deserting your cart before completing payment, along with actionable ways to resolve them.

1- Extra Costs Are the Primary Reason Shoppers Abandon Carts

The Baymard Institute conducted extensive in-depth research to determine cart abandonment reasons by tracking global average cart abandonment rates over 7 years.

Although many different factors exist, extra costs such as e-commerce shipping, taxes, and fees were the single most impactful factor, cited by 50% of survey respondents as the reason they abandoned their carts.

The average shopping cart abandonment rate currently stands at 68.8%. Why do potential customers abandon carts? After going through multiple steps to locate the product and add it to the cart, 2 out of 3 users in your store choose to abandon the purchase!

This is why you must maintain full transparency when presenting extra costs to earn your customers' trust; this is precisely what deodorant brand Myro does on its checkout page.

Myro clearly displays the accurate total amount, inclusive of shipping and taxes, so the buyer knows exactly what they will pay. This way, the customer is never caught off guard. Everything is transparent. Hidden costs cause immediate friction for users and are frequently the reason they regret a purchase decision.

Statistics also indicate that free shipping plays a major role in motivating users to finalise their checkout; hence, you should consider offering free shipping or at least reduced delivery rates. About 79% of people are more likely to shop when shipping is free. If you are not doing so already, consider introducing free shipping as an incentive for your customers to curtail cart abandonment rates.

2- Being Forced to Create an Account Is the Second Cause of Cart Abandonment

Why do potential customers abandon carts? They prefer getting things done swiftly and achieving immediate results. 34% of respondents in the aforementioned study reported abandoning carts due to mandatory account creation. It is extremely frustrating to fill your cart only to discover that you must first register an account to complete the checkout.

Why should I go through all these steps to buy from you, especially when this might be my first and only experience with your store? Apparently, more than a third of online shoppers share this sentiment.

Therefore, you must streamline the buying process without obliging shoppers to exert effort creating an account, just like 

Jarir Bookstore does, rendering the customer journey on their store clean, simple, and seamless.

3- Usability Across Different Devices

Mobile users have a higher abandonment rate of 85.65%. Barilliance notes: "The smaller the screen size, the more likely the product will not be purchased." This represents a significant challenge; increasingly, a huge segment of digital buyers uses smartphones rather than computers for shopping, particularly for first-time purchases.

This demonstrates the paramount importance of fully optimising your store to be responsive across all types of devices. You can achieve this using the following approaches:

• Boosting your website loading speed on mobile devices.

• Trimming down your copy to feature essential information only.

• Using the "Mobile Accordion" feature to structure content efficiently and keep vital elements above the fold.

The online store Khotwh serves as a wonderful example of a brand that delivers an optimal mobile experience. It loads swiftly, boasts an intuitive, minimalist design, and keeps essential elements positioned above the fold.

It also leverages the Mobile Accordion feature to guide users quickly to their desired destination.

4- Conducting Research to Buy Later

Why do potential customers abandon carts? I also recommend getting into the habit of routine A/B testing so you can continuously refine the mobile journey, making it as seamless as possible.

It is impossible to eliminate every single reason behind shopping cart abandonment and answer every aspect of why potential customers abandon carts. Often, customers add items to the cart merely to reference them easily later; it is also customary for users to return multiple times before concluding a purchase.

The reality is that the majority of visitors will not complete their purchase on the spot. Retail trends show a distinct shift toward the "omnichannel shopper." Customers research first, then complete their purchase on a totally different device or channel.

In a recent study by Barilliance, they discovered that the most effective way to reduce cart abandonment and alleviate why potential customers leave the store is to step up customer-service-oriented emails, such as "Email My Cart" or "Visit Summary" offerings. 

Redesign an image like this with updated copy 

Content:

Headline: Send Cart Contents to Your Email

Body: When you enter your email address here, we will send your cart items to your inbox within minutes.

Fields:  Enter your email address here  |  Send

Before the user exits your store, you can trigger an exit-intent popup like this, offering to email their cart items to them. This gives them an opportunity to return to the store, and also affords you the chance to follow up with them later with special offers or complimentary gifts. 

5- Payment Security Concerns

Payment gateway security is a core reason for cart abandonment. There are several key red flags that make users apprehensive about payment methods, including: design flaws, outdated layouts, missing images, and the absence of an SSL certificate.

Booking.com uses a wide array of methods to build trust with its customers via live notifications and social badges.

Why do potential customers abandon the store? There are many ways you can foster trust on your website. The easiest way to reassure customers that your store is trustworthy is through social proof. These efforts should be integrated into your product page optimisation; for example: showcase customer testimonials and product reviews. Provide complete contact details, such as a telephone number and photos of yourself and your team if possible. These elements reassure your customer that they are dealing with real people who care about their experience and protect their personal data.

6-  Absence of Discount Codes

Some customers are bargain hunters; if they cannot spot a voucher or discount codes, they will leave and look for one elsewhere.

According to Statista, 8% of customers cite failure to find a promo code as the primary reason for abandoning their cart, preferring to wait until they track down a coupon code for any rival website.

Unfortunately, some sites unintentionally encourage this behaviour by placing a promo code input box prominently right next to the checkout button. In doing so, you prompt them to leave immediately if they do not have a code!

The optimal solution is to offer discount codes regularly, or whenever viable, or remove coupon code boxes altogether if they cause the user to hesitate at checkout. Speaking for myself, when encountering that experience, the first thought that strikes me is: "Discount codes exist, so why should I pay full price right now?" and I prefer waiting to find one. 

7- Lack of Express Shipping

You have undoubtedly noticed how much customers value shipping options—to the extent that delivery costs can be a key driver of cart abandonment, and even shipping speed poses a major hurdle for high-value orders.

If your store cannot deliver orders promptly, many customers might feel forced to abandon your cart, particularly during festive seasons and holidays.

Strive to provide express delivery; even if you must charge a premium for expedited shipping, offer it. Customers are increasingly willing to pay extra for rapid delivery, and you will certainly reap significant benefits by providing this option.

8- Website Bugs and Technical Glitches

Website bugs, crashes, and slow load times are major obstacles to completing a purchase, as they trigger feelings of insecurity on the site. Therefore, keep in mind that refining user experience is paramount to avoid recurring questions about why potential customers abandon the store. 

Make sure to browse all pages of your site regularly, and listen attentively to customer feedback and alerts, ensuring that every page operates seamlessly without technical hitches.

You should run these checks across diverse screen sizes, especially given the continuous rise in smartphone usage. You can verify website speed using a variety of free tools, such as Pingdom and Google PageSpeed Insights.

9- Unsatisfactory Returns and Exchange Policy 

Up to 66% of shoppers state they would spend more with a hassle-free return policy. 

Unfortunately, many stores enforce strict restrictions on returns. This generally takes two forms: first, policies that are overly time-consuming; second, policies that charge return fees, typically in the form of courier charges.

The best approach is to ensure you can track return volumes and their associated operational costs, then begin offering a 30-day free returns policy. Test this for a month or two to evaluate whether this strategy proves profitable.

10- Credit Card Declined

The worst nightmare for a shopper ready to complete a purchase is having the transaction fail and their card declined for any reason. Therefore, it is best to provide the user with multiple payment options, delivering a smoother and more convenient checkout experience.

11- Lack of Helpful Customer Support

Customers expect prompt service and convenience. In a study conducted by LivePerson, 83% of online shoppers reported wanting assistance while on a site. Over half (51%) stated they are more likely to make a purchase if the site provides real-time support such as live chat during their session.

The solution lies in delivering customer support through every possible channel. If you do not yet offer instant live chat, explore it now, or implement intelligent chatbots. Invest in this technology for a month or two, and assess its direct impact on conversions.

La Roche-Posay provides a prime example of this through their smart chatbots, which engage with shoppers and help them resolve queries effectively.

Try interacting with it; you will find that this chatbot is tailored to understand user needs and concerns, guiding them to optimal solutions and products.

12- Unclear Calls to Action on Checkout Pages

Many websites fail to feature clear calls to action (CTAs) on checkout pages. Assuming that once a customer adds an item to their cart, they require no further push to purchase is a grave error in a marketer's mindset. On the contrary, payment pages are the ideal place to include clear, compelling CTAs that encourage the user to complete their transaction, preventing potential customers from abandoning the store.

Integrate robust CTAs on checkout pages without distracting the user; it is preferable to display a single, focused CTA per screen.

Featuring strong CTAs on payment pages is critical. Equally essential is ensuring that these CTA messages align with your overall brand voice and marketing assets. 

Remember that your goal is to deliver an uninterrupted, frictionless journey from discovery through to payment. If you suddenly alter the tone of CTAs on your site's checkout pages, it may feel jarring to visitors, even if they do not immediately pinpoint why. It is also crucial to make these prompts as clear and straightforward as possible.

Maintain consistent messaging across all calls to action right through to checkout. If you adopt a friendly, conversational tone across your marketing collaterals, sustain that welcoming warmth during checkout. If you leverage urgency or other psychological motivators, maintain that same approach steadily through checkout. 

Also ensure you employ appropriate, coherent phrasing depending on where the prospect sits in the conversion funnel, particularly when utilising a progress indicator. Never make assumptions about how users understand your site's details; mastering marketing strategies is essential to boosting your sales.

The 8 Most Important Stages of the Customer Journey for Your Online Store

It is deeply frustrating to successfully guide a shopper through the sales funnel and craft promotional offers enticing enough to pique their interest, only to lose them at the point of purchase. You can easily reduce the volume of shoppers abandoning carts on your site by pinpointing and resolving the root causes of why potential customers abandon the store. All you need is to address the following causes as detailed above:

1- Extra costs are the leading reason shoppers abandon carts. 

2- Being forced to create an account is the second cause of cart abandonment.

3- Usability across different devices. 

4- Conducting research to buy later. 

5- Concerns regarding payment method security. 

6-  Lack of discount codes. 

7- Unavailability of express shipping. 

8- Website contains bugs or glitches. 

9- Unsatisfactory return and exchange policy. 

10- Credit card declined. 

11- Lack of cooperative customer support.

12- Unclear calls to action on checkout pages.

However, if your store is hosted on Salla, we save you a great deal of trouble. Salla provides all our merchants with the Abandoned Cart Reminders feature; through this dashboard, you can track the number of users who left your cart along with detailed insights, such as visitor count, exit timestamp, and more, giving you another opportunity to win them back.

Launch your store now for free via the Salla platform, and enjoy comprehensive end-to-end services with zero sales commission.