Quick Summary
You’ve done all the hard work, got the traffic, and added great products, yet customers leave with full carts and no checkout. It’s frustrating, right? That abandoned cart isn’t just a missed sale; it’s money walking out the door.
Nearly 70% of online shoppers leave without completing their purchase, often because of hidden fees, slow checkouts, or trust issues.
The good thing is that small, thoughtful changes can recover those abandoned carts and increase conversions. Sometimes, all it takes is working with the right eCommerce developers to turn those almost-sales into loyal customers. With that said, let’s get started!
Cart abandonment is when a customer adds items to their online shopping cart but leaves the website before completing the purchase. No payment, no confirmation, just an unfinished order sitting there.
This is common in eCommerce. In fact, it happens way more often than you’d expect. For online store owners, this is a major problem because it means potential sales are slipping away right at the finish line.
Think of it like someone walking into a store, grabbing a few things, heading to the counter… and then walking out. That’s what cart abandonment looks like online.
We’ve all abandoned an online cart at some point. Maybe something felt off. Maybe the final price was more than we expected. Or maybe we just got distracted.
For online store owners, understanding why shoppers drop off and learning how to optimize the eCommerce conversion rate is important. The Baymard Institute collected data from thousands of users and found some clear patterns. Here are the top reasons why customers abandon shopping carts:
Most people abandon carts because of frustration, confusion, or unexpected costs. These are all things you can fix. Once you know what’s causing drop-offs, it gets easier to close the gap and turn browsers into buyers.
There are many reasons why a user may abandon their shopping cart. But you can implement effective strategies to change things around. Here are 13 proven ways to turn those almost-sales into happy customers.
Let’s be honest, no one enjoys a complicated checkout. You’ve already made the effort to browse, find the right product, and click “add to cart”. At this point, the last thing you want is to jump through confusing steps just to complete your order. If the checkout process feels complex, many shoppers will simply give up and leave.
What you can do:
A smooth checkout experience makes buying feel easy and stress-free. When the process is fast and clear, customers are far more likely to complete the purchase without second thoughts.
Sometimes, all you want is to buy something quickly—no sign-ups, no passwords, no extra steps. Forcing users to create an account before checkout can feel like a hassle, especially for first-time buyers. And honestly, not everyone wants to commit just to make a one-time purchase.
What you can do:
Making guest checkout available shows that you respect your shoppers’ time. It lowers the barrier to buying and makes the process feel smoother, exactly what you want when aiming to reduce cart abandonment.
Nothing kills the excitement of a purchase faster than unexpected fees at checkout. You think you’re paying one price, then suddenly—bam—there’s tax, shipping, or random handling charges added. That surprise often makes people bounce without thinking twice.
What you can do:
Being upfront about pricing makes your store feel more honest and reliable. When shoppers know exactly what they’re paying from the start, they’re far more likely to follow through and hit that “place order” button.
When it comes time to pay, people like having choices. Not everyone wants to enter their card details. Some prefer digital wallets. Others might go for buy now, pay later options. If shoppers don’t see their go-to method, they’re likely to walk away—even if they really wanted the product.
What you can do:
Giving people the freedom to pay their way makes checkout feel easier and more personal. It removes friction and helps more shoppers complete their orders without hesitation.
Most of us shop from our phones. Whether it’s on the couch, in bed, or during a commute, mobile shopping is now the norm. But if your site feels clunky on a small screen, users won’t stick around long. A bad mobile experience is one of the quickest ways to lose a sale.
What you can do:
When your eCommerce site is optimized for mobile, shoppers feel more confident and comfortable. It removes frustration and makes buying feel effortless, just the way it should.
Sometimes, people are just about to leave—and that’s your last chance to catch their attention. Exit-intent popups can step in at the right moment, offering a little nudge that makes them think twice. Whether it’s a discount, a reminder, or free shipping, this small prompt can save a lost sale.
What you can do:
Exit-intent popups work best when they feel helpful, not pushy. It’s about offering value right when someone’s unsure, and giving them a reason to stick around and finish the checkout.
Sometimes life just gets in the way. A customer might add items to their cart, then get distracted and forget all about it. That’s where abandoned cart emails come in handy. They gently remind people what they left behind—and often bring them back to complete the purchase.
What you can do:
A good email sequence feels more like a helpful nudge than a pushy sales pitch. Done right, it reminds people why they wanted your product in the first place—and gives them the extra reason they might need to come back and buy.
When money is involved, trust matters. If your website looks even slightly suspicious, people won’t take the risk, especially new customers. Before they hand over card details, they want to feel sure their personal info is safe.
What you can do:
Trust isn’t built overnight, but small details go a long way. When your store feels secure and professional, shoppers feel more confident completing their purchase without second-guessing.
Buying online always comes with a bit of doubt—What if it doesn’t fit? What if I don’t like it? A clear and reassuring return policy can ease that hesitation. When shoppers know they can return something easily, they feel much safer hitting “buy now”.
What you can do:
A strong return policy isn’t just about handling problems—it’s about building trust upfront. When people feel protected, they’re more likely to buy without overthinking it.
Most of us trust real people more than brands. If others had a good experience, we feel more confident doing the same. That’s why social proof—like reviews, ratings, and testimonials—can make a big difference in turning hesitation into action.
What you can do:
Social proof builds trust in a natural way. It reassures people that they’re not the first to try—and that others were happy with the choice they made. That’s often all it takes to help someone complete their order.
Sometimes shoppers just need a quick answer. Maybe they’re unsure about a product detail, return policy, or shipping timeline. If they can’t find the info fast, they might bounce. Live customer support gives them a way to ask—and get answers—without leaving the page.
What you can do:
Live chat feels personal. It shows shoppers you’re there for them in real-time, which builds trust and keeps them moving forward, right to the checkout.
Ever browsed a product and then seen it pop up on Instagram or another site later? That’s retargeting at work. It’s a smart way to remind people about what they left behind and bring them back to finish what they started.
What you can do:
Retargeting in eCommerce works because it keeps your brand top-of-mind. When done right, it gives shoppers a second chance to buy—and a little nudge to come back and complete their purchase.
High shipping costs are one of the biggest deal-breakers for online shoppers. You’ve probably been there—everything looks good until you hit checkout and see that extra charge. That’s when many people abandon the cart. Offering free shipping can be a powerful way to prevent that.
What you can do:
Free shipping removes a big mental block at checkout. When people know there are no surprise fees, they’re more likely to hit that “Place Order” button with confidence.
Reducing cart abandonment isn’t about tricks – it’s about removing frustrations. Fix these common pain points, and watch your conversions climb. Start with 2-3 changes today, then build from there. Every small improvement means more completed sales.
If you’re not tracking your abandonment rate, you’re flying blind. It’s like running a physical store but never noticing how many people walk out empty-handed. Here’s how you can calculate the abandonment rate of your store:
Shopping Cart Abandonment Rate = (1 – (Number of Completed Purchases / Number of Shopping Carts Created)) × 100
Let’s break it down with an example:
Say your store had 500 shopping carts created in a month, but only 125 purchases were completed.
Using the formula:
(1 – (125 ÷ 500)) × 100 = (1 – 0.25) × 100 = 75%
That means 75% of your shoppers abandoned their carts without buying.
A quick calculation like this can reveal a lot. If your rate is high, it’s a sign that something’s causing friction or hesitation. Tracking this number regularly helps you measure the impact of any changes you make to your checkout or overall user experience.
A “good” rate depends on your industry, but generally, anything under 60% is considered solid. Most eCommerce stores average between 60% to 80%. The lower, the better—because it means more shoppers are completing their purchases. Keep tracking it as you test improvements.
Look into user behavior tools like heatmaps, session recordings, or surveys. They help you see where people get stuck or drop off. Also, monitor exit pages in your analytics to find patterns. Sometimes, just asking your users gives you honest insights.
Yes, they absolutely do. Many businesses recover lost sales just by reminding customers about their cart. A well-timed email, especially with a small discount or nudge, can bring them back. It’s one of the easiest ways to win back missed revenue.
It does. Unexpected shipping costs are one of the biggest deal breakers. Offering free shipping (or being upfront about all charges early on) builds trust. Even setting a free shipping threshold can motivate people to buy more.
You can use tools like OptinMonster for exit popups, Klaviyo or Mailchimp for cart recovery emails, and Hotjar for user behavior insights. These tools help you understand and fix what’s going wrong. Start simple and scale as you grow.
Reducing shopping cart abandonment isn’t about complex changes; it’s about fixing the little things that matter. Most shoppers leave because of unexpected costs, slow checkouts, or trust issues.
What you can do is make small, relevant changes that make a big difference. Clear pricing, guest checkout, and trust signals can turn abandoned carts into successful sales. Even something as simple as a well-timed email reminder or exit pop-up can bring customers back.
If you need support fine-tuning your online store for a better conversion rate, connect with us today!
As a Business Consultant at Brainspate, I collaborate with clients to understand their business objectives, challenges, and opportunities, and develop tailored strategies and action plans to drive organizational growth, increase efficiency, and enhance profitability.
