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Shopping cart abandonment

Posted by Michael Bloch in ecommerce (Tuesday January 24, 2006 )

The cart abandonment rates are truly worrying. In my opinion, people abandon carts for the following reasons:

a) Comparison shopping
b) Confusion
c) Impatience
d) Fear

I explain each of these points in more detail and offer some tips for combating cart issues in my article on minimizing shopping cart abandonment.

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A survey carried out by Web Surveyor of over 500 participants shows that for the first time in online retailing history, women outpaced the men in online shopping during the 2005 holiday season. Even with the bumper season, shopping cart abandonment is still a major problem.

Amongst the key findings in the Web Surveyor Holiday WebShopper report:

– The gals beat the guys hands down, especially in the 31-40yo demographic, with 75% of female respondents stating that the web was their preferred method of shopping.

– A staggering 70%+ of those surveyed abandoned shopping carts

– Shipping costs and associated problems continue to dog online sales; with 15% of respondents stating they failed to receive their purchases on time.

– 65% stated they were more likely to impulse buy at a bricks and mortar store than an online store.

The cart abandonment rates are truly worrying. In my opinion, people abandon carts for the following reasons:

a) Comparison shopping
b) Confusion
c) Impatience
d) Fear

I explain each of these points in more detail and offer some tips for combating cart issues in my article on minimizing shopping cart abandonment.



 

 
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