6 Major Reasons for Cart Abandonment

Do you know what the number one reason for cart abandonment is? Studies have shown that shoppers don’t want to go through the hassle of an elaborate checkout process. In addition, they might not have an account set up, or they might not know how to use the checkout process on your website.

In such cases, making the checkout process as simple and user-friendly as possible is important.

Here is a look at six major reasons for cart abandonment and how to avoid them.

1. The Checkout Process Is Confusing or Complicated

Many online shoppers abandon their carts because they find the checkout process confusing or complicated. If your checkout process is not user-friendly, you could lose out on many potential sales.

For instance, shoppers might get frustrated and leave before purchasing if your checkout page is not easily navigable. Some of the checkout challenges include these:

  • Not being able to edit the contents of their cart.
  • Having to re-enter shipping information on every page.
  • Not being able to see the total cost of their purchase until the very end.
  • Problems receiving prompt check out messages.

You must ensure that your checkout process is as streamlined and user-friendly as possible. Regarding the latter challenge, you can use business text messaging services to send automated checkout messages and reminders to your customers. This will help ensure they complete their purchase and do not abandon their cart.

2. The Shipping Costs Are Too High

Another common reason for cart abandonment is high shipping costs. This is why it’s so important to offer free shipping or at least provide shoppers with a shipping cost estimate early in the checkout process. That way, they won’t be surprised by the shipping costs when they’re ready to complete their purchase.

Additionally, you might want to consider offering free shipping for orders over a certain amount. For instance, you could offer free shipping on all orders over $50. Again, this is a great way to incentivize shoppers to spend more money on your website.

3. The Website Is Not Secure

This is a great concern because of increased online fraud and identity theft. If your website is not secure, shoppers will not be likely to complete their purchases. Ensure your website is SSL-encrypted so shoppers can feel safe inputting their personal and financial information.

Also, display security logos or trust seals on your checkout page so shoppers know their data is secure. This way, they’ll be more likely to complete their purchase.

4. The Return Policy Is Not Clear

Another common reason for cart abandonment is a lack of clarity about the return policy. If shoppers are unsure if they can return an item, they’re less likely to complete their purchase. Therefore, be sure to list your return policy prominently on your website and make it easy for shoppers to find.

For instance, you might want to include a link to your return policy on your checkout page. Likewise, you should make it easy for shoppers to initiate a return if needed.

The easier you make it for shoppers to return an item, the more likely they’ll be to complete their purchase.

5. There Is Forced Account Creation

Forcing clients to create an account before purchasing is another major reason for cart abandonment. Many shoppers are unwilling to take the time to create an account, especially if they make a one-time purchase.

If you require account creation, consider giving shoppers the option to checkout as a guest. Also, make sure that the account creation process is quick and easy. Otherwise, shoppers will likely abandon their carts.

6. Being Unable to Calculate Total Costs Upfront

If shoppers cannot calculate the total cost of their purchase upfront, they’re less likely to complete their purchase. This is because many shoppers want to know how much they will spend before committing to a purchase. So make sure that shoppers can see the total cost of their purchase, including shipping and taxes before they reach the actual checkout page. This way, they can make an informed decision about whether or not to complete their purchase.


Cart abandonment is a major problem for many online retailers. However, there are a few things that you can do to reduce cart abandonment on your website.