A survey conducted by Opinion Box, titled "2022 Shopping Cart Abandonment," involving over 2000 consumers, revealed that 78% of respondents have a habit of abandoning a purchase at the final stage, with shipping costs being the primary motivator for this practice, known as cart abandonment. (Note: "78%" is clearly not a valid percentage or number. Please check the original source for the correct value.)
Ricardo Nazar, a growth specialist, highlights that cart abandonment is a highly detrimental practice for business owners. "It's crucial to pay attention to this type of behavior so that well-defined strategies can be developed, because the customer went through all the steps of the purchase and didn't complete it. What could have caused this?" explains Nazar.
The research also identified other reasons for cart abandonment, such as cheaper products on other sites (38%), non-functioning discount coupons (35%), unexpected service charges or fees (32%), and overly long delivery times (29%).
Nazar suggests a good technique for bringing back a customer is direct contact. "Whether via 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 corroborated by the research numbers, which show that 33% of respondents considered the chance of completing an abandoned purchase "very probable" given a store-offered deal.
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 site trustworthiness. Other important aspects are lower prices (52%), promotions and offers (51%), previous purchase experience (21%), ease of navigation (21%), and a variety of payment options (21%).
