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BizReport : Ecommerce archives : July 04, 2013

IMRG reports little change in cart, checkout abandonment rates since 2010

Shopping cart abandonment is a scenario that all online retailers will encounter, and it affects the bottom line. The practice is never going to go away, but it can be reduced. IMRG has released the latest cart and checkout abandonment rates for the UK retail sector.

by Helen Leggatt

Online shoppers abandon a cart, or leave at checkout, for various reasons, not all of which result from a problem with the website or content at the buying stage. Have you ever left a checkout page because you don't have your card handy? Or perhaps you checked your account and didn't have enough funds? Perhaps you were impulse shopping and it wasn't until the time came to hit the "Make Purchase" button that you came to your senses?

Despite a rise in confidence among consumers to shop online, and more people doing so, cart abandonment rates in the UK have fallen only very slightly over the last three years from 61% in 2010, to 60% in 2011, and 58% in 2012.

Checkout abandonment in the UK has also fallen but, again, by only a very small amount - from 34% in 2010 to 32% in 2012. However, IMRG's latest industry report shows that, in the first quarter of this year (Feb - April) checkout abandonment reached 37%, the highest since tracking started in Q1 2010.

"The competition is so fierce online that a retailer has to really work to convince a visitor they are the brand to buy from. In addition, a customer may make several visits across a range of channels before arriving at a purchase decision," says Andy Mulcahy, Head of Communications at IMRG.

"There are many factors that can influence someone's decision to abandon a purchase, but on average the rates are likely to remain relatively high irrespective of work undertaken to reduce them; putting an item in a basket is a bit like virtually taking something off the shelf, it's a central part of online browsing."

Retailers can employ some simple solutions to reduce cart and checkout abandonment, such as keeping the purchase process simple, ensuring a mobile site is available and accessible across multiple device types, offering multiple payment methods, and boosting shopper confidence by displaying third party accreditation logos.

Image via Shutterstock

Tags: cart abandon tips, checkout abandonment, ecommerce, mobile optimization, online retail, website optimization

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