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The Top Reasons Consumers Abandon Online Shopping Carts

by Ayaz Nanji  |  
June 23, 2016
  |  2,243 views

Suddenly encountering unexpected shipping costs is the No. 1 reason consumers abandon e-commerce shopping carts, according to recent research from VWO.

The report was based on data from a survey conducted in 2015 among 1,000 mobile and desktop users age 18-65.

One-fourth of respondents say unexpected shipping costs have stopped them from completing the purchase process when shopping online.

And 22% say having to create a new account on a website/app has been a barrier.

Some 10% of online shoppers say they sometimes add products to carts with the sole intention of getting alerts for discounts after they abandon their carts on purpose.


Some 58% of respondents say they would be motivated to purchase a product they abandoned in an online shopping cart if they received an email/ad saying there is a discount on it.


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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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