According to an e-tailing group survey, nearly 60% of US online retailers survey are seeing cart abandonment rates of over 20% this year.
Most importantly from the merchants’ point of view, the average cost of abandoned goods in those shopping carts was $109.
In the same study, 46% of online shoppers said high shipping charges were a “very important reason” for emptying carts.
Other reasons for abandonment included:
- Wanted to comparison shop: 37%
- Lack of money: 36%
- Wanted to look for a coupon: 27%
- Wanted to shop offline: 26%
- Couldn’t find preferred pay option: 24%
- Item unavailable at checkout: 23%
- Couldn’t find customer support: 22%
- Security concerns: 21%
“Sweetening the deal with free shipping, coupons and specialdiscounts is a great way to encourage online shoppers to complete theirpurchases.”
And makes leaving carts behind a little bit harder.
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