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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 Offers.com.

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.

Why Consumers Shop Online

  • 41% of consumers surveyed say they primarily shop online because it is more convenient.
  • 21% say that it’s easier to find a low price.
  • 14% because there is larger selection online than in stores.

About the research: The report was based on data from a survey conducted in September 2014 of United States adults who shop online.

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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