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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.

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

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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