Contents
Why do customers abandon shopping carts in online stores?
What? The phenomenon of shopping cart abandonment in the digital world is one of the biggest challenges for online stores.
Why? High shipping costs, hidden fees, and a complicated checkout process are the main reasons people abandon their purchases.
Who's it for? For online store owners and marketers who want to improve conversion rates and reduce cart abandonment.
What is an abandoned cart?
Abandoned shopping carts occur when a customer adds items to their online shopping cart but doesn't complete the transaction. This is one of the biggest challenges for digital retailers, as it impacts conversion rates and store revenue.
Research indicates that up to 70% of e-commerce shopping carts are abandoned at various stages of the shopping process. Customers often refrain from completing a purchase due to high shipping costs, a complicated ordering process, or the lack of a preferred payment method.
Monitoring and analyzing abandoned carts allows retailers to implement strategies to reduce their number, such as simplifying checkout, offering free shipping, or sending automatic reminders about unfinished purchases.
What is the problem of abandoned shopping carts in Poland?
Research shows that up to 70% of online shopping carts are abandoned by users before finalizing the transaction. In Poland, according to the Gemius "E-commerce in Poland 2023" report, one in four customers admits to regularly abandoning their carts. The main reasons include unforeseen shipping costs, a lack of preferred payment methods, and an overly complicated purchase process.
A 2022 Deloitte report indicates that this problem particularly affects online stores with long order fulfillment times. Customers expect fast delivery, and if it's not available, they often abandon the transaction. Additionally, hidden fees , which only appear at the final stage of the purchase, are a significant factor contributing to cart abandonment.
According to research by the Baymard Institute, globally, customers are also abandoning shopping carts due to a lack of appropriate payment options. In Poland, the popularity of mobile payments, such as BLIK and instant transfers, means that the lack of these methods can effectively deter customers.
Another important aspect is technical issues – long page loading times, errors in the payment process or lack of responsiveness on mobile devices are other barriers that may cause users to leave the website before finalizing the transaction.
The psychological aspect of online shopping also shouldn't be overlooked. Many customers add items to their shopping carts, treating them like a wish list or a price comparison tool. If they don't find an attractive discount, they may postpone their purchase or abandon it altogether.
Analyzing cart abandonment data and optimizing the shopping process can help minimize this problem. Implementing strategies like sending email reminders, simplifying checkout, and offering free shipping with a certain order value are effective ways to increase conversions and reduce cart abandonment.
Why do customers abandon their shopping carts in online stores?
There are many reasons why customers abandon their purchases at the last step. Lack of cost transparency, an overly complicated ordering process, or inappropriate payment methods can effectively discourage users from completing their transaction. Here are the most common causes of abandoned carts:
1. High shipping costs
As many as 48% of users abandon their shopping carts when shipping costs turn out to be higher than expected. Customers often add items to their carts to check the total order value, and if the final price surprises them, they abandon the purchase.
2. No preferred payment method
In today's digital world, customers expect a wide range of payment methods. The lack of popular options like BLIK, instant transfers, Apple Pay, or Google Pay can prevent shoppers from completing their order.
3. Too complicated ordering process
A long and unintuitive checkout form often leads to abandonment. Customers expect a quick and convenient checkout experience, ideally with a One Page Checkout , where all purchase steps are visible on a single page.
4. Account creation requirement
Many customers prefer the option of purchasing as a guest , without having to register. If an online store requires creating an account and providing a lot of personal information, users may abandon their shopping cart.
5. Long order processing time
Consumers accustomed to fast deliveries expect their orders to be fulfilled within 1-2 business days . If the only option is shipping within a week, many will give up and look for another store.
6. Unclear additional costs
Hidden fees, such as tax, service fees, or additional packaging costs , can effectively deter buyers. Pricing transparency is crucial to building customer trust.
7. Technical problems
Website errors, long loading times, or lack of responsiveness on mobile devices can frustrate users and cause them to abandon their shopping cart.
8. Distractors
When shopping online, customers often receive notifications, emails, text messages , or other app signals that distract them from completing their order. If the shopping process isn't intuitive, the user may not return to their cart.
9. Lack of trust in the store
New customers often abandon their purchases if they're unsure about the security of the transaction. A lack of reviews, SSL certificates, or too few payment methods can raise concerns.
10. Lack of flexible return methods
Shoppers often check returns policies before making a purchase. If the returns process is complicated or involves additional fees, customers may abandon the transaction.
11. No specific information about the implementation time.
If we select a product and add it to the cart, we almost always see whether the product is available and how long we will have to wait for delivery, but many stores unfortunately do not show this date or delivery time in the next step of finalizing the order (checkout).
A solution to this problem could be simplifying the purchasing process, making costs transparent, and offering free shipping for a certain order value. Additionally, it's worth implementing email reminders for abandoned carts and optimizing the website for speed and user experience.
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Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
