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BizReport : Ecommerce archives : December 03, 2014

Online checkouts can be as frustrating as a trip to the mall

Shopping online during peak times such as Black Friday and Cyber Monday is supposed to be less stressful yet, according to new research released by analytics startup Formisimo, three-quarters of shoppers who began a purchase online abandoned it due to frustration.

by Helen Leggatt

Between midnight last Thursday to the last hour of Cyber Monday, just 24.95% of online shoppers that began a purchase went through to completion. The U.S. and the U.K. have some of the highest non-completion rates during the online buying purchase, says Formisimo, although France is the worst with just 24% of online shoppers that begin a purchase making it through to completion.

The reasons for abandoned shopping carts are, by now, well known, and Formisimo's research merely reiterates them. The reasons are, as previously reported, checkouts that require too much information, complicated check-out processes and websites that are too slow or crash. Some shoppers may also simply be conducting price comparisons or are scared off by delivery costs and timing.

"After all the browsing and searching to find a great deal you'd be amazed at how many shoppers hate filling in their details in an online checkout - so much so that they go and buy from elsewhere," says CEO of Formisimo Al Mackin.

Furthermore, just as physical stores saw mad rushes and crushes on Black Friday and Cyber Monday, online shoppers also speed up. While shoppers took, on average, 62 seconds to make a purchase online during November, the recent peak shopping period saw that time decrease to just 48 seconds.

"With tempers frayed they're less patient with processes that ask for too much information, that have errors, or that are simply confusing," says Mackin. "On some of the busiest online shopping days of the year online retailers are losing up to 80% of their potential sales right at the end of the buying cycle."

Image via Shutterstock

Tags: Black Friday, checkout, Cyber Monday, ecommerce, retail, shopping cart

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  • Luke

    You're less likely to be physically assaulted online than in a supermarket though! ;-)



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