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BizReport : Mobile Marketing : August 06, 2013

Bye buy, say mobile shoppers: report reveals high rate of mobile cart abandonment

Shopping cart abandonment isn't unique to online shopping, mobile shoppers are also prone to giving up on a purchase during the checkout process. A new study reveals the extent of cart abandonment among mobile shoppers.

by Helen Leggatt

Mobile is now driving some 15% of online retail globally, and growing fast. Smartphone and tablet shoppers are taking advantage of improvements in technology and the opportunity to shop while on-the-go.

However, a large number are prevented from completing mobile shopping for a number of reasons. Jumio's study found that a significant two-thirds abandon their carts at checkout.

The question is, why? According to Jumio's report, "Abandonment to Acquisition", 51% abandon a cart because they don't feel confident making the purchase, often not comfortable with sharing their credit card details via mobile. Almost half (47%) are put off by how long it takes to check-out, while 23% said their purchase would not go through.

"Consumers will continue to demand a simpler, more streamlined mobile payment process," says Daniel Mattes, founder and CEO of Jumio. "Until retailers address their important concerns - from providing faster checkout options to addressing the safety of credit card and account info - they'll continue to see a large portion of their customers abandon their shopping carts instead of clicking 'buy'."

Image via Shutterstock

Tags: cart abandonment, consumer preferences, credit card, mcommerce, mobile shopping

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