5 reasons why customers don’t buy on your website?
- Unexpected shipping costs: 48%
- Account creation required: 24%
- Complicated checkout process: 17%
- Lack of payment options: 9%
- Other reasons: 2%
Source: Baymard Institute, Cart Abandonment Study (2024).
Online shopping cart abandonment is a major challenge for eCommerce brands, with nearly 7 out of 10 carts being abandoned. Understanding why customers hesitate to complete their purchases can help optimise the user experience and drive conversions.
Unexpected shipping costs remain the top reason customers abandon their carts, with 48% of users citing this issue. Transparency around delivery fees or offering free shipping thresholds can significantly reduce this friction.
Requiring users to create accounts contributes to 24% of cart abandonment. While collecting user data is valuable, consider offering a “guest checkout” option to make the experience more seamless.
A complicated checkout process causes 17% of customers to leave without completing their purchase. Simplify forms, minimise steps, and ensure your website is mobile-friendly to cater to modern shopping habits.
Lastly, a lack of diverse payment options, such as digital wallets or buy-now-pay-later solutions, deters 9% of users. Expanding payment flexibility builds trust and encourages shoppers to proceed confidently.
By addressing these pain points, brands can reduce abandonment rates and boost revenue while creating a frictionless shopping journey.
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