What Drives Shopping Cart Abandonment?
Shopping cart abandonment occurs when eCommerce shoppers leave a website during their visit after placing items in a virtual shopping cart and without purchasing the items. Many items factor into the reasons shoppers abandon a webstore without purchasing, ranging from a complicated, difficult to navigate website to a lengthy registration process, but, issues regarding order fulfillment and shipping frequently are found at the top of the lists for issues that cause shopping cart abandonment.
Understanding shopping cart abandonment
Understanding what drives customers to abandon their purchases, also known as shopping cart abandonment, in the last minute is key to devising the proper strategy to prevent them from doing so in the future.
The infographic below illustrates the consistently stated grievances online shoppers have that influence shopping cart abandonment. The most widely reported reasons have to do with order fulfillment issues like expensive shipping, no free shipping, or lengthy delivery times.
Shopping cart abandonment due to fulfillment is not great for business.
Most often, customers who abandon a purchase from your store due to expensive shipping or slow delivery will quickly turn around and find a competitor with the same product but better fulfillment.
Fortunately for your business, fulfillment operations can be optimized so you can, in turn, offer your potential customers better prices and faster delivery, dramatically reducing shopping cart abandonment.