top of page

5 Reasons Shoppers Abandon Their Carts, and How to Reel Them Back

A laptop that says 'Online Shopping' with a phone inside a small cart and shopping bags around it

Have you ever been ghosted? I’m not talking about your dating life, I mean have you seen potential customers adding to cart and then leaving before completing their purchase? Well, I have and I can assure you that it’s not a nice feeling. 

Fret not, as we’re here to save the day once again by giving you a few tips on steps you can take to bring them back and do the desired action. 

Why Do People Abandon Their Cart?

A woman holding her credit card while shopping online on her laptop

Let's cut to the chase. When it comes to online shopping, a big chunk of abandoned carts isn't really your fault. It's just how people roll when they're scrolling through websites – checking out prices, window shopping, saving things for later, or maybe scouting for gifts. These kinds of "abandonments" are pretty much bound to happen, whether it's during the cart-filling stage or when someone's about to hit the checkout button.

But hold up, don't brush it off just yet!

There are still a couple of things on your end that might need fixing, and we're here to address them all and throw in a solution for good measure.

Forcing Customers to Create an Account

Forcing customers to create an account is a bit of a hassle. Imagine having to go through the whole process when all you want to do is make a quick one-time purchase. Businesses usually push for account creation so they can send you emails later and gather leads.

But here's the thing: if you're a first-time buyer, you might not be too keen on handing over your email or letting the company store your credit card details. And let's face it, creating yet another account means dealing with yet another password to remember. Bit of a headache, right?

SOLUTION: Offer a guest checkout option. This allows customers to make a purchase without the need for account creation, providing a smoother shopping experience.

For those who do create an account, ensure that the benefits, such as personalized recommendations or exclusive discounts, are highlighted to encourage signups.

Confusing Checkout Process

Alright, let's talk about checkouts. Ever been frustrated by a long, confusing process when buying something online? We've all been there.

A checkout process should be a breeze, not a puzzle. Typically, it goes like this: cart, billing info, shipping info, shipping method, order preview, payment, and confirmation. However, if the steps are all over the place or demand a bunch of unnecessary info like phone numbers, birthdates, or gender, it's a major turn-off for customers. A logical and straightforward checkout is the way to go, keeping things smooth and hassle-free for a better shopping experience.

Here's the fix: Keep it simple. Trim down the unnecessary steps and only ask for the must-haves. Also, show users where they are in the process and keep instructions clear. Test things out and then listen to feedback to make it even smoother.

Online Exclusive Deals/Discounts

A small cart on a red background with the word 'Sale' surrounding it

Speaking from a personal experience, I once wanted to buy something online, but I found a competitor site that was giving me a 10% welcome discount just for being a new customer. Obviously, I went to the site with the discount code, and the first site lost me as a customer.

Lots of ecommerce stores offer coupon codes for newbies if you create an account. If you're not offering these deals and your rival is, your customers might just hop over to the competition, just like I did. 

Plus, one of the top reasons people prefer to shop online is the chance to grab a deal using a coupon or discount code. Believe it or not, 34% of online shoppers are actively hunting for those sweet online bargains. 

SOLUTION: Start by giving new customers a warm welcome with exclusive discounts and perks for creating an account. Make sure everyone knows about these deals—shout it out on your website, through emails, and on social media.

Next, check out what your rivals are doing. Can you offer something even better or different? Get creative—think loyalty rewards, personalized discounts, or special bundles.

Delivery Concerns

A woman getting her packages delivered

Unexpected Shipping Costs

You know how sometimes you're all set to buy something, and then, bam! They hit you with these crazy high shipping costs right at the end? It's like, "Wait, where did that come from?" 

That can be a turn off for customers because, honestly, who likes unexpected expenses? So, businesses need to be upfront about shipping costs from the get-go. If you're clear about it early on, customers won't feel like they're being tricked.

Longer Than Expected Delivery Times

Think about it – we're living in a world of super-fast deliveries. When you order something, you kind of expect it to show up at your doorstep almost instantly, right? 

Now, if the delivery time turns out to be way longer than you thought, it's a bit of a bummer. People get impatient, especially if they need their stuff soon. 

SOLUTION: You need to be transparent about shipping costs early on – no hidden fees. Maybe even throw in free shipping or a fixed rate so customers know what they're getting into. 

As for delivery times, give realistic estimates during checkout. If there are possible delays, especially during peak periods, just be honest about it. Customers might be okay with waiting, but they need to know upfront.

Keep them updated on where their order is, and you're set. It's all about being upfront and treating customers the way you'd want to be treated. Simple as that!

Vague Return & Refund Policy

When people buy things online, it's a bit of a gamble because they can't actually touch or see them before hitting that "buy" button. So, it's super important for your customers to know they're covered if the item turns out to be a letdown, especially if it’s on the pricey side.

That's where a clear return policy comes in. If the company says, "Hey, no worries, take your time deciding," it's like a trust boost. Customers will feel way more secure knowing they won't get stuck with something they're not happy with. 

SOLUTION: First off, keep your return policy crystal clear—no confusing terms. Then, try giving customers more time to decide by extending the return window, especially for those bigger purchases.

Last but not least, make sure your customer support team is friendly and ready to assist, turning potential hiccups into positive experiences.

So, You’ve Done All These But You Still Have Customers Who Abandon Their Cart: How Do You Bring Them Back?

A woman shopping online on her phone holding her credit card

Customers May Have Forgotten About Their Shopping Carts

Think of shopping cart abandonment like dealing with that friend who needs regular nudges and maybe a little extra push to show up to the party. Just as you handle your forgetful friend, tackling shopping cart abandonment involves consistent reminders and  automated approaches across various channels. It's about gently coaxing your customers back in and ensuring they don't miss out on what they left behind. 

Drop Automated Emails and Push Notifications

Okay, so hear me out – sending those reminder emails and push notifications about abandoned carts might feel a bit like bugging your customers. But guess what? It actually works! Quick stats for you: 45% of cart abandonment emails get opened, 21% get clicked, and half of those clicks end up in a purchase.

Now, considering your customer probably swims in a sea of marketing emails, you have to get creative with those cart reminders. Use humor, create a sense of urgency, toss in a discount, or share some extra info – whatever it takes to catch your customer's attention!

Give Texting a Shot

Apart from emails, why not use text messaging to bring those customers back to their shopping carts? Now, I know it might feel a tad intrusive, but check this out: According to research by Omnisend, SMS campaigns are 48% more likely to get people to actually complete their purchase. So, a little nudge via text might just be what you need to boost those conversions.

Make Use of Insta Shop

A bunch of beauty items like serum, moisturiser and essence inside a small cart

Shoppers are ditching traditional carts for social media shopping. Did you know that 130 million users tap on shopping posts each month on Instagram alone? That’s like a lot!

Want to make it even breezier? Set up your Instagram so users can shop right in the app. Shoppers want what they want in three clicks or less. So, why not skip the hassle and let them buy with fewer clicks?

Final Words

You can do a lot to stop people from ditching their carts. Make your website super easy to use, offer free shipping, and generally, keep things smooth.

But, let's be real, not every abandoned cart can be saved. Take a peek at how people are navigating through your site to figure out if they're just window shopping or if something's holding them up when they're about to buy. Understanding that difference is key.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


bottom of page