Cart abandonment: rate reaches 82%; see the main causes and how to avoid them

Cart abandonment is one of the biggest challenges faced by Brazilian online stores. This abandonment 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 e-commerce cart abandonment rate can reach 82%, according to data from E-commerce Radar. One of the main reasons for this is consumer frustration with unexpected additional costs, such as high shipping costs or extra fees.

According to research by the Baymard Institute, 48% of customers abandon their carts due to higher-than-expected final prices. Furthermore, delivery delays are also a crucial factor. A Yampi survey reveals that 36.5% of carts are abandoned due to delayed delivery or production times.

Another recurring factor is checkout complexity. Lengthy processes, extensive data requirements, or limited payment options discourage consumers. According to SPC data, 791% of Brazilians prefer to pay in installments, and the lack of flexible options can be a key reason for abandonment. Furthermore, 241% of Brazilians abandoned their carts because they were forced to create an account, according to a Baymard Institute study. 

Technical glitches also have a significant impact. Slow websites, loading errors, or system issues are common sources of frustration, especially during periods of high demand. "If the website isn't prepared to handle a high volume of traffic, this not only drives customers away at the time but also damages 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, Shoppe, and Mercado Livre, retailers can rely on the necessary infrastructure, and the automation of processes for creating listings, checking inventory, and issuing invoices reduces the margin for error and streamlines 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 giving up due to a lack of the desired item. "After all, having visibility but not having sufficient inventory to meet demand can still tarnish your reputation," says Claudio Dias. 

According to the expert, an efficient system that constantly updates product availability and anticipates replenishment is essential to ensure customer expectations are met. Furthermore, expedited shipping is also crucial to building trust and ensuring satisfied customers.

Furthermore, promotions and discount coupons can be the final push for a customer to complete a purchase, especially for items considered more personal or desirable. According to the CEO of Magis5, these strategies not only increase sales but also reduce marketing costs. To give you an idea, emails with special offers sent after cart abandonment are highly effective in recovering sales, with an open rate of 45% and a conversion rate of 10%, according to the Baymard Institute.

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