Cart abandonment is harmful and must be reversed, says expert

A survey carried out by Opinion Box, entitled "Cart Abandonment 2022", with more than 2,000 consumers, revealed that 78% of those interviewed are in the habit of giving up on a purchase when they reach the final stage, with the cost of shipping being the main reason for this practice known as cart abandonment.

Ricardo Nazar, a Growth specialist, points out that cart abandonment is a very damaging practice for entrepreneurs. "You need to be aware of 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 hasn't finished. What could have caused this?" explains Nazar.

The survey also pointed out other reasons that lead to cart abandonment, such as cheaper products on other sites (38%), discount coupons that don't work (35%), charges for unexpected services or fees (32%) and delivery times that are too long (29%).

Nazar suggests that a good technique for trying 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 greatly," says the expert. This strategy is corroborated by the survey's figures, which show that 33% of those interviewed consider it "very likely" that they will complete an abandoned purchase when offered a deal by the store.

The survey also investigated the factors that contribute to the decision to buy from an e-commerce site. Consumers' biggest fear is falling victim to some kind of scam, with 56% of respondents prioritizing the reliability of the site. 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%).