A survey conducted by Opinion Box, entitled “Cart Abandonment 2022”, with over 2000 consumers, revealed that 78% of the respondents have the habit of giving up on a purchase when reaching the final stage, with shipping costs being the main motivator for this practice known as cart abandonment.
Ricardo Nazar, a Growth specialist, emphasizes that cart abandonment is quite harmful for the entrepreneur. “It is necessary to be attentive to this type of behavior so that well-defined strategies can be developed, after all, the customer has gone through all the stages of the purchase and did not finalize it. What might have caused this?”, explains Nazar.
The research also pointed out other reasons that lead to cart abandonment, such as cheaper products on other sites (38%), discount coupons that do not work (35%), charges for unexpected services or fees (32%), and very long delivery times (29%).
Nazar suggests that a good technique to try to bring the customer back is direct contact. “Whether by email, WhatsApp, or SMS by offering a discount or advantage, the likelihood of a prospect finalizing the purchase increases significantly,” says the specialist. This strategy is supported by the numbers from the survey, which show that 33% of the respondents consider it “very likely” the chance of completing the abandoned purchase in the face of an offer made by the store.
The research also investigated the factors that contribute to the decision to make a purchase on an e-commerce platform. The consumers’ main concern is falling victim to some sort of scam, with 56% of the respondents prioritizing the site’s reliability. Other important aspects are lower prices (52%), promotions and offers (51%), previous shopping experience (21%), ease of navigation (21%), and variety of payment methods (21%).
