For many consumers, abandoning products in an online cart is part of the digital shopping experience. But what’s really causing them to rethink that pair of shoes they absolutely needed seconds ago?
According to a November 2018 study from Forter, an automated fraud prevention solutions provider, many variables affect whether a consumer completes a purchase. For one, most consumers—across all age groups—are impulse shoppers. Roughly 80% of US shoppers surveyed said they had second thoughts about buying a product they added to their cart.
And many had those second thoughts less than a minute after adding items to it, Forter found.
But impulsivity isn’t the only factor that can lead to cart abandonment. Many times, consumers are ready to checkout, but are discouraged by the shipping cost. Others encounter unnecessary steps—like reentering credit card information, having to take a picture of an ID or attempting to add a discount code that doesn’t work.