High shipping cost is the top reason consumers abandon e-commerce sites and apps without purchasing, according to recent research from Episerver.

The report was based on data from a survey conducted in November 2017 among 4,028 global consumers age 18 and older who have shopped online within the past year.

Some 60% of respondents say they have left a brand's website or app without making a purchase because shipping was too expensive.

The second most common reason cited by consumers for abandoning e-commerce sites and apps is being unable to find the products they were looking for.

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image of Ayaz Nanji

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