It is no surprise that online shopping rates increased during the pandemic because everyone was stuck in their houses and receiving packages felt like an exciting thing to look forward to at the time. Now that people are starting to transition back to society, online shopping is still a preferred way to shop but digital shopping cart abandonment rates have started to rise. This is when people add stuff to their cart but don’t go through with the purchase. As entertaining as this can be for a consumer, if you are a business that relies on your ecommerce profit, this may be concerning to you. However, data shows why this is happening and how it can be avoided and the best part is we did the research so you don’t have to.
In 2020, the average rate that people were abandoning their online shopping cart was 69.57%. This means that “nearly 7 out of 10 shoppers will not complete their transactions. This number is based on data from 41 different studies looking at shopping cart abandonment in the ecommerce sector” (99Content). The main reasons why people don’t follow through with online purchases are shipping costs (63%), the discount code not working (46%), the order taking too long to ship (36%) and having to re-enter credit card information (30%). To help avoid the abandonment, companies generally have a reminder email installed that alerts the consumer that they still have items left in their cart and encourages them to continue with the purchase. These emails have a 43.09% open rate which suggests that people do open them and are most likely still interested in purchasing. Basically, there are a number of reasons why people leave stuff in their cart while online shopping but making your check out process as easy and cheap as possible is the best way to make sure your customers enjoy their online shopping experience and follow through with purchasing your product.
99Content. “Shopping Cart Abandonment Statistics.” 99 Firms, 2021, https://99firms.com/blog/shopping-cart-abandonment-stats/#gref.