Cart abandonment is one of the biggest challenges faced by Brazilian online stores. The abandonment rate represents a significant revenue loss and a waste of effort. Understanding the reasons behind this behavior is essential to creating effective recovery strategies and increasing conversions.
In Brazil, the e-commerce cart abandonment rate can reach 82%, according to E-commerce Radar data. One of the main reasons is consumer frustration with unexpected additional costs, such as high shipping fees or extra charges.
According to a Baymard Institute study, 48% of customers abandon their carts due to higher-than-expected final prices. Additionally, delivery delays are also a crucial factor. A Yampi survey reveals that 36.5% of carts are abandoned due to slow delivery or production times.
Another recurring factor is checkout complexity. Lengthy processes, excessive data requirements, or limited payment options discourage consumers. SPC data shows that 79% of Brazilians prefer installment payments, and the lack of flexible alternatives can be a decisive reason for abandonment. Additionally, 24% abandoned their carts because they were forced to create an account, according to the Baymard Institute study.
Technical issues also have a significant impact. Slow websites, loading errors, or system problems are frequent causes of frustration, especially during peak demand periods. “If the website isn’t prepared to handle high traffic, it not only drives the customer away at that moment but also harms the brand’s perception for future purchases,” warns Claudio Dias, CEO of Magis5, a marketplace automation and integration hub.
To avoid these issues, platforms like Magis5 offer integration and automation solutions that ensure e-commerce scalability. By integrating their products with marketplaces like Magalu, Shein, Shopee, and Mercado Livre, merchants can rely on the necessary infrastructure, and process automation for ad creation, stock verification, and invoice issuance reduces errors and speeds up operations.
Automated inventory management is a crucial differentiator. By ensuring product availability and speeding up shipping, technology contributes to a better shopping experience and prevents customers from abandoning due to out-of-stock items. “After all, having visibility but not enough stock to meet demand can harm reputation just the same,” says Claudio Dias.
According to the expert, an efficient system that constantly updates product availability and anticipates replenishment is essential for meeting customer expectations. Moreover, shipping speed is also key to building trust and ensuring satisfied customers.
Additionally, promotions and discount coupons can be the final push for customers to complete their purchase, especially for more personal or desirable items. For Magis5’s CEO, these strategies not only boost sales but also reduce marketing costs. For example, emails with special offers sent after cart abandonment are highly effective in recovering sales, with open rates of 45% and conversion rates of 10%, according to Baymard Institute.
Finally, clear and friendly return policies are indispensable for reassuring customers. “By implementing these strategies, companies can turn visitors into loyal customers and significantly increase their online revenue,” concludes Dias.
