For every 10 purchases initiated on Black Friday, up to 8 are abandoned before payment, study shows

With the increase in online shopping, cart abandonment remains one of the main challenges of Brazilian digital retail. During Black Friday, when the volume of accesses grows and the competition for attention is intense, this rate can exceed 80% of the orders initiated, according to data from E-commerce Radar. This means that for every ten consumers who add products to the cart, only two complete the purchase.

The most common causes are related to user experience.High shipping, registration requirement, website slowdown, payment issues and the absence of clear information about the delivery time are decisive factors. According to Baymard Institute, 48% of consumers give up because of unexpected additional costs, while 24% abandon the cart because of long or complex checkout processes.
In Brazil, the impact is even more pronounced due to the predominance of purchases via mobile devices.

According to NielsenIQ Ebit, more than 70% of online transactions already by mobile, which increases sensitivity to frustrating experiences. “Na Black Friday, the consumer is in boost mode, but also in comparison mode. If the journey is not fluid and clear, it leaves in seconds and does not return”, he says Marcelo Pugliesi, CEO (Chief Executive Officer) of hi platform.

In addition to cart abandonment, another critical point is the lack of transparency in the order status. After the checkout, many consumers report not receiving immediate confirmation or updates on payment, separation and delivery. This lack of communication generates insecurity and can compromise future purchases. “The experience does not end in payment. The customer needs to feel that he is being followed to the end. If the status is not updated, trust is lost”, notes Marcelo.

Hi Platform, a Brazilian technology company specialized in Customer Experience (CX), has been working to solve these bottlenecks with the use of intelligent automation and artificial intelligence. The platform identifies abandoned carts in real time and allows brands to send personalized stimuli to win back the customer, such as messages, emails and specific offers. In addition, it integrates payment and logistics systems to automatically update the status of orders in multiple channels, such as WhatsApp, chat and email.

According to Marcelo, personalization and agility are crucial to reverse dropouts. “It is not enough to remind the customer that he left a product in the cart. You need to talk to him in the right way, in the right channel and at the right time. AI allows this, because it understands intention, context and” behavior, he explains.

Brands using automated cart recovery flows report an increase in conversions up to 20%, according to a study by the Boston Consulting Group (BCG). Accenture points out that companies with proactive communication about order status achieve 16% loyalty levels higher than those that do not maintain this contact. 

Black Friday is the main test for the efficiency of digital customer service systems. Peak access requires technical preparation, but also empathy in interactions. Hi Platform argues that technology should act as a facilitator of the relationship and not as a barrier. “When automation is well applied, it does not alienate the consumer. It shows that the brand is ready to respond quickly, clearly and humane”, comments the executive. 

Best practices include simplifying checkout, displaying the shipping amount from the start of the journey, actively supporting the purchase process, and ensuring that all order steps are accessible in real time. Additionally, using automated update messages in WhatsApp or email helps reduce cancellations and after-sales inquiries. 

According to data from the Brazilian Electronic Commerce Association (ABComm), e-commerce should move more than R$ 205 billion in 2025, driven by seasonal campaigns. But the growth potential depends directly on the ability to offer consistent experiences.“A race for sales is intense, but brands that understand customer behavior and use AI strategically are one step ahead. They turn service into retention”, concludes Marcelo.