Online retailers know that intent to purchase doesn’t guarantee a sale, but the cart abandonment challenge may be bigger than anyone wants to admit. In fact, 81% of shoppers have abandoned an online shopping cart at some point, according to ContentSquare. Money issues are by far the most common reasons for abandoning an order, cited by 74% of shoppers. These include not being able to afford a purchase or finding a better deal elsewhere.
Other reasons that shoppers stop short of transacting include:
- Too many options (8.9%)
- Time constraints (7.95%); and
- Poor online experience (7.3%).
Apparel is the most common category for abandoned carts: 40% of shoppers have aborted a clothing purchase. Other commonly abandoned items include:
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- Technology (18%);
- Homeware(16%);
- Jewelry (6%); and
- Food (4%).
More women (41.1%) admit to abandoning a cart than men (37.5%). Shoppers between the ages of 25 and 44 are the most likely to abandon an online order, at a rate of more than 20%.
