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.

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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