On average, 69% of sales in a eshop are lost by shopping cart abandonment. In some cases, the percentage exceeds 83%.

This is a big blow to the revenue of online businesses and it needs special attention to be tackled.


Find more statistics at Statista

Given the above, it is not surprising that there are enough researches on why this is happening.


1. Expensive Transportation

Hidden transport costs are the main reason visitors leave the page without buying.

54% of users do not go online because they find that transport costs are expensive compared to what they expect.

For example, many eshops advertise that they provide free shipping while in fact they apply to specific locations (eg: within Attica).

This causes an unpleasant surprise for the user and prevents him from buying.

What is the Solution?

Completely clarify all costs from scratch.

Transparency is of great value to online customers and is critical to the success of an online store.

Another successful strategy is to incorporate transport costs into the price of the product and provide free shipping to your customers.

According to surveys, 73% of customers believe that free shipping is an important factor in completing a market.

2. Create an Account

Customers want to complete their purchase with ease. The more time they spend than expected, they feel more dissatisfaction.

22% of those who leave the shopping cart do not complete the purchase because it is necessary to create an account.

What is the Solution?

It is obvious that you should not force your customers to create an account to complete their order.

Allow them to complete the purchase as guests.

3. Market Research

Some shopping cart quits are impossible to limit.

Many users visit online stores only for market research. This includes price, quality, shipping costs and any special offers.

Often, these users will add products to their cart and then leave the page. In fact, many of them will return several times before completing their purchase.

What is the Solution?

With Remarketing you can re-access users who visited your eshop, but did not complete their purchase. One important advantage is that you can attract this particular category of users with special offers, aiming to return to your website and continue the energy they did not complete.

Once the user has completed their email, you can send follow up email with the products they added to their shopping cart.

4. Trust & Security of Transactions

When a user is concerned about the security of the transaction, it is almost certain he will not complete his purchase.

The main reasons for suspicion are design mistakes, outdated design, missing photos and the absence of ssl certificate.

What is the Solution?

There are many ways you can increase the trust of your page.

An easy solution is product reviews and testimonials from real customers.

The money and product refund guarantee directly discards the doubt anyone can have about the online store.

Full contact details, staff photos and telephone support can play a key role in the user’s trust in the online store.

5. Difficulty on the Integration Page

Since the visitor of the eshop adds a product to his basket, he will have to complete his order easily and quickly. The many steps with the information you need to complete make users confuse and leave the page.

What is the Solution?

Remove unnecessary steps and ask users only for the necessary information..

One-page checkout, easy-to-use and clear forms is a good way to reduce market failures.

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