Cart abandonment is one of the biggest challenges faced by Brazilian online stores. The dropout rate represents a significant loss of revenue and a waste of effort. Understanding the reasons behind this behavior is essential to creating effective recovery strategies and increasing conversions.
In Brazil, the cart abandonment rate in e-commerce can reach 82%, according to E-commerce Radar data. One of the main reasons for this is consumers' frustration with unexpected additional costs, such as high shipping fees or extra charges.
According to a study by the Baymard Institute, 48% of customers abandon their shopping carts due to higher-than-expected final costs. Furthermore, the delay in delivery is also a crucial factor. A Yampi survey reveals that 36.5% of shopping carts are abandoned due to delays in delivery or production times.
Another recurring factor is the complexity at checkout. Long processes, the requirement for many data, or limited payment options discourage the consumer. According to SPC data, 79% of Brazilians prefer to parcel their purchases, and the lack of flexible alternatives can be a decisive reason for abandonment. Additionally, 24% abandoned their cart because they were forced to create an account, according to the Baymard Institute study.
Technical failures also have a significant impact. Slow sites, loading errors, or system problems are common causes of frustration, especially during periods of high demand. "If the website is not prepared to handle a large volume of traffic, it not only deters the customer 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 problems, platforms like Magis5 offer integration and automation solutions that ensure the scalability of e-commerce businesses. By integrating their products with marketplaces such as Magalu, Shein, Shopee, and Mercado Livre, retailers can rely on the necessary infrastructure and process automation for creating listings, stock verification, and issuing invoices, reducing errors and streamlining 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 their purchase due to the unavailability of the desired item. "After all, having visibility but not having enough stock to meet demand can tarnish the reputation just the same," says Claudio Dias.
According to the specialist, an efficient system that constantly updates product availability and anticipates restocking is essential to ensure that customer expectations are met. And more: speed in dispatching is also essential to build trust and have satisfied customers.
Additionally, promotions and discount coupons can be the final push for the customer to complete the purchase, especially for items considered more personal or desirable. For the CEO of Magis5, these strategies not only increase sales but also reduce marketing costs. To give an idea, 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 the Baymard Institute.
Finally, clear and friendly return policies are essential to reassure customers. "By implementing these strategies, companies can turn their visitors into loyal customers and significantly increase their online revenue," concludes Dias.
