Reasons for Shopping Cart Abandonment in E-Commerce

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Diana Alexandrova
Entrepreneur, United Kingdom
Any entrepreneur/retailer or anyone operating an ecommerce store has experienced the phenomenon of the abandoned cart, also known as a dropped basket. This occurs when customers cancel a purchase at the last step of the online process. They selected the product, made the decision to buy it, but abandon the cart at that very last instant. These are missed opportunities which according to some studies account for trillions of loss in sales. Therefore, it is of great importance for retailers to understand the reasons why basket dropping occurs in the first place. Jeanjean identified four major reasons for cart abandonment, which are complemented by useful tips to avoid them, reducing the percentage of dropped baskets: UNEXPECTED COSTS: Concealing costs until the very end of the customer journey has been found to be not only infuriating for customers but a long-term ‘turn-off’ that leads to customers abandoning their purchase. For the retailer, this inevitably results in missed sales a (...) Read more? Sign up for free


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