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Why Consumers Abandon E-Commerce Shopping Carts

by Ayaz Nanji  |  
November 17, 2016

The top reason consumers abandon shopping carts on e-commerce sites is that they're just browsing and researching, which is followed by issues with shipping as a reason, according to recent research from Salecycle.

The report was based on 3Q16 data from the websites of 500 leading brands. It was also based on data from cart abandonment survey emails sent to consumers who did not complete purchases on these sites.

Some 34% of respondents say they abandoned a recent e-commerce shopping cart because they were just looking/researching.

Next, 23% cite an issue with shipping (cost/time), and 18% cite too high a price as the reason.

Nearly three-quarters (74.4%) of all shopping carts on the sites examined were abandoned.

That proportion varies by vertical. For example, travel sites have a higher cart abandonment rate (80.4%) than average, whereas e-gaming sites have a lower rate (70.1%) than average.

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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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