Ecommerce Cart Abandonment: Why Shoppers Leave and How to Win Them Back

Ecommerce Cart Abandonment

Share This Post

What is Cart Abandonment?

Cart abandonment occurs when online customers place items in their shopping cart but leave the website without completing the transaction. This matter emphasizes possible challenges in the shopping journey, like hidden fees, complex payment procedures, or technological issues, and is a crucial measure for online brands to track and tackle.

The Impact of Cart Abandonment On Businesses

Cart abandonment has significant consequences for companies beyond just lost revenue.

Cart abandonment is a prevalent issue in the world of e-commerce, with studies showing that the average cart abandonment rate is around


This means that 70% of people who put items in their online shopping cart end up not buying them. If companies want to solve the issue of cart abandonment, they must first understand why customers do it. Some of these reasons include unexpected expenses, difficult checkout processes, bad customer support, and inflexible payment options.

Why Shoppers Abandon Carts?

Two recent studies show that inadequate customer service and product availability are the primary reasons why customers may alter their decision to purchase a product or service at any point during the buying process.

28% abandon carts due to slow or confusing checkout.
60% abandon carts due to unexpected shipping or taxes.
6% abandon carts if preferred payment option isn't available.
17% abandon purchases due to payment security concerns.

Poor Customer Service:

When it comes to losing customers in the retail and e-commerce space, customer service is a primary reason. 

Poor customer service is responsible for more than 66% of retail customers switching brands. 

Customers will not hesitate to take their business elsewhere when retail brands experience poor customer service, regardless of whether it’s through their frontline staff, contact centers, or support channels.

Poor User Experience :

Another important aspect is a negative user experience. An unsatisfactory user experience lacks consistency and cohesion across the website, mobile app, in-store, and other touchpoints where customers engage with the e-commerce brand.

To improve the user experience and lower cart abandonment rates, companies need to prioritize investing in intuitive, user-friendly website design, while also ensuring that the checkout process is both secure and streamlined.

Unexpected Costs:

The unforeseen expenses of a transaction are among the most frequent causes of cart abandonment. Customers may abandon their carts due to unexpected costs such as additional shipping or tax expenses.

Offering incentives like free shipping thresholds or promotional discounts might help alleviate worries about extra expenses and help minimize this problem. Businesses may encourage customers to comfortably go to checkout by explicitly explaining these offers throughout the buying experience.

Complex Checkout Processes:

A checkout process that is not structured in a logical order may drive away customers.

A perfect checkout process feels effortless and seamless. The usual steps in the checkout process include: adding items to the shopping cart, entering billing information, providing shipping details, selecting a shipping method, reviewing the order, making payments, and receiving confirmation.

Use techniques that efficiently boost sales and decrease cart abandonment.

How to Win Back Customers?

When dealing with customers who have already left and swore never to come back, the good news is that brands have a 20-40% chance of winning back a lost customer, compared to a 5-20% chance of converting a new one.

A proactive strategy is needed to lower cart abandonment. Businesses may increase the possibility that customers will complete their purchases by using techniques that make shopping more easy and enjoyable.

Tailored Product Recommendations:

Ecommerce Cart Abandonment

Businesses may speed up the decision-making process for customers by employing product recommendations that are based on customer preferences and previous purchases. Customer happiness can be raised by decreasing the probability of cart abandonment by personalizing the online buying experience.

Personalized Communication Across All Channels:

Personalized customer interactions play a crucial role in regaining customers’ trust. Sending customized follow-up emails, SMS, and targeted marketing campaigns through various platforms that focus on abandoned items and customer concerns, can jog customers’ memory about their initial interest. Businesses can re-engage customers and motivate them to finish their purchases by providing help, responding to inquiries, and offering rewards.

Hey [Name], items are waiting in your cart – get free shipping on your order in the next 12 hours with promo code [AAA-123-123]. Click here to access your cart

Go to Cart ↗

Hey [Name], items are waiting in your cart – get free shipping on your order in the next 12 hours with promo code [AAA-123-123]. Click here to access your cart

Go to Cart ↗

Hey [Name], items are waiting in your cart – get free shipping on your order in the next 12 hours with promo code [AAA-123-123]. Click here to access your cart

Go to Cart ↗

Pro Tip: Communicate with customers who have abandoned their carts using WhatsApp. It provides a plethora of useful tools to make users’ communications more interesting. Like SMS, WhatsApp can help campaigns get their names out there because it is the most popular messaging platform in the world. Reminders can be sent to customers’ mobile devices using a channel that they already frequently engage with. 

Offer Incentives or Promotional Discounts:

Ecommerce Cart Abandonment

To mitigate this issue, brands can incentivize people to buy more by setting free shipping thresholds or offering special discounts. Businesses may inspire customers to confidently complete their purchases by making these offerings evident at every step of the buying journey.

Be Transparent about all Costs:

Offer pricing that is easy to understand and communicate clearly through various channels (such as email, SMS, chat) to address this problem.

Be honest about costs related to shipping, handling, and taxes. Ideally, this data should be showcased on the product page.

Nonetheless, charges frequently vary based on the individual’s location or delivery address, thus ensure to offer current pricing details promptly upon your customer submitting their shipping address.

Make Checkout Process Easy:

Ecommerce Cart Abandonment

Making the checkout process simpler by allowing guest checkout, minimizing form fields, and providing various payment options can decrease cart abandonment. Increasing convenience is further improved by incorporating auto-fill features and clear progress indicators to streamline the process.

24/7 Integrated Customer Support:

Ecommerce Cart Abandonment

Providing extensive customer support across multiple channels like live chat, phone, email, and social media ensures prompt assistance and resolution of customer issues, which in turn decreases cart abandonment rates.

Leverage User-Generated Content to Create Trust:

Content created by users, such as reviews, ratings, and customer photos, helps to establish trust with potential customers.

Highlight user-generated content (UGC) on your product pages, email marketing efforts, and social media platforms. When customers notice others purchasing from you and giving positive ratings to your products, they will be encouraged to buy also.

Omnichannel Customer Communication Platform For Abandon Cart Recovery:

Ecommerce Cart Abandonment

Intellicon, an omnichannel customer communication platform, can significantly help e-commerce brands recover abandoned carts through its automated and personalized follow-up messaging system.

By utilizing advanced data analytics and integration with various communication channels like email, SMS, and social media, Intellicon’s solutions for e-commerce brands identify abandoned carts and trigger timely, targeted messages to remind and encourage customers to complete their purchases. This seamless and proactive approach boosts recovery rates and enhances the overall customer experience.

Want to dive deep and explore our omnichannel communication platform for e-commerce brands to combat their customer experience pain points?

Maximize the value of your interactions with customers.

Subscribe To Our Updates

Get updates and learn from the best

More To Explore

Want To Optimize Your Business Communications?