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The Top Four Reasons Consumers Abandon Online Shopping Carts

by Ayaz Nanji  |  
October 2, 2014

More than one-third of consumers (37%) say they most often abandon an online shopping cart because they decide at the last minute that the purchase is too expensive, according to a recent report from

The second most common reason for not completing an online purchase is finding a better price on another website (cited by 24% of respondents).

Some 12% of consumers surveyed say they most often abandon an online shopping cart because they cannot find a coupon code; 7% say they often abandon carts because they are confused by the checkout process.

Just 20% say they almost always purchase the items they put in their online shopping carts.

Below, additional key findings from the report, which was based on data from a survey of United States adults who shop online.

What Convinces Consumers to Buy

  • 53% of respondents say they are influenced by positive product reviews when undecided about an online purchase.
  • 51% are influenced by a good deal or sale.
  • 31% are influenced to purchase by the quality of the website they are shopping on.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by D Phillips Thu Oct 2, 2014 via web

    Funny, my number one reason is finding out the shipping charges add too much to the cost. Did you look at this as a reason?

  • by Zoplay Shopping cart Wed Apr 8, 2015 via web

    when shoppers put items in their online shopping carts, but then leave before completing the purchase - is the bane of the online retail industry.

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