Abandono de carrinho: taxa chega a 82%; veja as principais causas e como evitar

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 create effective recovery strategies and increase conversions.

In Brazil, the abandonment rate of carts in e-commerce can reach 82%, according to data from E-commerce Radar. One of the main reasons for this is the frustration of consumers with unexpected additional costs, such as high freight or extra fees.

According to a Baymard Institute survey, 48% of customers abandon the cart due to higher than expected final values. In addition, the delay in delivery is also a crucial factor.A survey by Yampi reveals that 36.5% of carts are abandoned due to the delay in delivery or production deadlines.

Another recurring factor is the complexity in the checkout. Long processes, requirement of a lot of data or limited payment options discourage the consumer. According to SPC data, 79% of Brazilians prefer to split their purchases, and the absence of flexible alternatives can be a decisive reason for abandonment. In addition, 24% abandoned the cart because they were forced to create an account, according to the Baymard Institute study. 

Technical failures also have an important impact.Slow websites, loading errors or system problems are frequent reasons for frustration, especially in periods of high demand. “If the site is not prepared to support a large volume of access, this not only drives away the customer at that time, but also impairs the perception of the brand for future purchases”, warns Claudio Dias, CEO of Magis5, automation hub and integration of marketplaces.

To avoid these problems, platforms such as Magis5 offer integration and automation solutions that ensure the scalability of e-commerce. By integrating their products with marketplaces such as Magalu, Shein, Shoppe and Mercado Livre, retailers can rely on the necessary infrastructure and automation of processes for creating ads, checking inventory and issuing invoices reduces the margin of error and streamlines operations.

Automated inventory management is a crucial differentiator.By ensuring product availability and expediting shipment, technology contributes to a better shopping experience and prevents customers from giving up for lack of the desired item.“Afinal, having visibility but not having enough inventory to meet demand can tarnish reputation in the same way”, says Claudio Dias. 

According to the expert, an efficient system that constantly updates product availability and anticipates replacement is essential to ensure that customer expectations are met. And more: agility in shipping is also critical to generating trust and having satisfied customers.

In addition, promotions and discount coupons can be the ultimate boost 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 get an idea, emails with special offers sent after cart abandonment are highly effective in recovering sales, with open rates of 45% and conversion of 10%, according to the Baymard Institute.

Finally, clear and friendly return policies are indispensable to reassure customers.“By implementing these strategies, companies can turn their visitors into loyal customers and significantly increase their online revenue”, concludes Dias.