Learn the 5 main reasons why users abandon their shopping cart

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Many companies that have an e-commerce business ask themselves “why do users not complete the purchase process?”, “Is there any phase of the process that is not properly understood?”,… With today’s article we want to explain the main reasons why they abandon their shopping cart and what is the most suitable solution to recover them.

According to the Baymard Institute for E-commerce Studies, the rate of abandoned shopping carts is 68.63% , or, in other words, 7 out of 10 people do not complete the purchase process. The online stores that suffer from this high abandonment rate are telephone, toy and pet supplies stores.

This situation can occur when a user cannot complete the purchase for various reasons: from stopping halfway through the purchase process with a mobile phone, because they want to complete the purchase later... it is very difficult to really know the reason. When we find ourselves in this situation, we must have a well-planned strategy to recover users who have abandoned vietnam telegram data the purchase process.

Top 5 reasons why they abandon the purchase process:
As we explained earlier, it is very difficult to know exactly the real reason why they have not bought, but we can get an idea thanks to Google Analytics.

Below we present the 5 main reasons why a user may leave our online store without having purchased anything:

Price is high
Immature purchasing decision, i.e. purchases with a high price or products that are not continually replenished.
The user is comparing prices between different websites.
Inability to purchase at that moment. This is common in processes that start on a mobile phone and end on a PC.
The purchase is made in several phases (very common in food).
To do this, it is advisable to send an email to the user reminding them that they have an unfinished cart. Emails should be personalized and sent in an optimal time frame (within a few days or even hours after abandoning the cart).

The sectors with the highest abandonment rate are: telephones with 92%, toys with 86% and children's items with 83%. In contrast, the food sector only has 52% abandonment. This is mainly due to the fact that customers are more loyal, as they do not spend the day looking at products, but go directly to buy.

When we find ourselves in a situation where the abandonment rate is high, it is interesting to consider a well-planned strategy to recover those abandoned carts. By carrying out this strategy, the opening rate is high in the following sectors: travel (66%), toys (62%) and fashion (61%).

The sectors that obtain a higher conversion rate (click-to-purchase) are (from highest to lowest conversion rate): food, pharmacy, sports, events, home, motor, marketplaces, stationery, travel and perfumery.