A survey conducted by Opinion Box, titled "Shopping Cart Abandonment 2022," involving over 2,000 consumers, revealed that 78% of respondents have a habit of abandoning a purchase at the final stage. Shipping costs were the primary motivator for this practice, known as cart abandonment.
Ricardo Nazar, a growth specialist, highlights that cart abandonment is highly detrimental to businesses. "It's crucial to pay attention to this type of behavior so that well-defined strategies can be developed, after all, the customer went through all the steps of the purchase and didn't finalize it. What could have caused this?", explains Nazar.
The research also identified other reasons for cart abandonment, such as cheaper products on other websites (38%), malfunctioning discount coupons (35%), unexpected service or fee charges (32%), and excessively long delivery times (29%).
Nazar suggests a good technique for bringing back lost customers is direct contact. "Whether by email, WhatsApp, or SMS, offering a discount or advantage significantly increases the likelihood of a prospect completing the purchase," says the expert. This strategy is supported by the research numbers, which show that 33% of respondents considered the chance of completing an abandoned purchase "very likely" given an offer from the store.
The research also investigated the factors contributing to purchase decisions on e-commerce platforms. The biggest concern for consumers is falling victim to fraud, with 56% of respondents prioritizing website reliability. Other important aspects include lower prices (52%), promotions and offers (51%), previous purchase experience (21%), ease of navigation (21%), and various payment methods (21%).
