How Can You Reduce Cart Abandonment Rate in E-Commerce?

What is the average rate of cart abandonment in E-Commerce?

The average cart abandonment rate for the industry sits at around 70.19%

What are the primary reasons for cart abandonment in the E-Commerce sector?

The primary reasons for abandoned carts in the current market according to a survey aggregate done in 2024 are as follows.

Extra Costs

Around half of the participants surveyed (48%)mentioned that additional costs on top of the cost of the product itself dissuaded them from making a purchase. Examples of these include shipping and handling fees, taxes, and platform charges. Since these are revealed at the final checkout stage it leads to abandoned carts when customers see the jump in prices.

To avoid this you can offer free delivery beyond a specific purchase amount. This lets you increase the order value and also makes users more likely to check out with a purchase instead of abandoning their cart.

Hurdles or Actions Needed for Purchase

Along with that another 22 to 26% of survey respondents jump ship either due to a complicated checkout process or registration being necessary for making a purchase. Consumers perceive these as unnecessary extra steps that do not provide them with any benefit when making a purchase. So how do we address this?

For registration-sensitive users:

The solution is to allow guest accounts to make purchases but offer incentives for those who register or sign up. These include first-purchase discounts, loyalty programs, referral bonuses, etc. If you can't offer discounts on these, ask for their location upfront and mention an estimate of delivery charges for that region at the start itself.

For those averse to a complicated checkout process:

For the customers simplify the checkout process by letting customers make purchases from other channels such as WhatsApp and Instagram. Utilize interactive elements such as product catalogs, clickable links, buttons, and QR codes to bring in customers and let them make a purchase directly. Since they are purchasing from non-traditional channels that are cost-effective try eliminating some fees from the user's end such as platform charges.

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