One of the most evergreen problems plaguing online retailers is cart abandonment. For many buyers, though, it’s just part of the shopping process.
According to a new study by user experience optimization company ContentSquare, 81% of online shoppers have left items in a cart and not gone through with a sale. The most-abandoned product category was apparel: 40% of respondents have jumped ship while buying a clothing item. Tech was a distant second, at 18%, followed by home goods (16%). Women were slightly more inclined to abandon their carts than men (41.1% vs. 37.5%), and those ages 25 to 44 were most likely to not convert.
Cost issues were the most cited reason for abandoning a cart; 74% of respondents included reasons like the final price being too expensive or finding a better deal elsewhere. Very few cited factors such as too many options (8.9%) or poor user experience (7.3%).
The "finding a better deal" factor might hold a clue to this behavior. In a June 2017 survey by Paysafe, the leading reason for abandoning a cart in the US was simply that digital shoppers wanted to shop around more (45%). This commitment-phobic attitude was more common in the US than in Canada (40%) and the UK (35%), where hidden fees and delivery charges was the leading motivation to leave a shopping cart.
Adding an item to a cart signals intent, but some shoppers just use digital baskets as a bookmarking tool in lieu of a “save to favorites” button or even as way to try and trigger a promotional email offer.