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BizReport : Ecommerce archives : June 01, 2016

More than half of cart abandoners return later to complete the purchase

A recent study from Connexity suggests to online retailers that all may not be lost if a shopper abandons their cart.

by Helen Leggatt

The reasons for cart abandonment have been well spelled out in the past. It could be due to poor quality product content, or maybe bad customer service or the lack of a discount code or voucher.

However, as Connexity's study, 'What brings abandoners back?', suggests, it might just be that the shopper has gone away temporarily to check the product they plan to purchase meets their needs. The analysis of the online behavior of 1,145 consumers from around the globe found that more than half (53%) of the 32% of shoppers who had abandoned a cart online returned at a later point in time to complete the transaction specifically because they wanted to go away and check the item fit their requirements.

connex.pngMore than half (52%) of those who abandoned a cart due to indecision said that the most likely time for them to complete their purchase was after 6pm, and Connexity suggests that sending an offer at this time may be a good way of re-engaging with the shopper and saving the sale.

Other findings from Connexity's study include:

- 14% of cart abandoners walked away because the cost was too high and they could not find a discount coupon/code;
- 11% of cart abandoners had a coupon code but walked away because they had difficulty redeeming it;
- 11% abandoned a shopping cart because the item they wanted was out of stock.

Tags: cart abandonment, ecommerce, online shopping, research

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