A survey conducted by Opinion Box, titled “Abandoned Cart 2022”, with more than 2000 consumers, revealed that 78% of respondents habitually abandon a purchase at the final stage, with shipping costs being the major motivator for this practice known as cart abandonment.
Ricardo Nazar, a Growth specialist, highlights that cart abandonment is a very detrimental practice for the entrepreneur. “It is important to pay attention to this type of behaviour so that well-defined strategies can be developed, after all, the customer has gone through all the stages of the purchase and did not complete it. What could have caused this?” explains Nazar.
The survey also pointed out other reasons leading to cart abandonment, such as cheaper products on other sites (38%), discount coupons that do not work (35%), unexpected service or fee charges (32%), and very long delivery times (29%).
Nazar suggests that a good technique to try to bring the customer back is direct contact. “Whether by email, WhatsApp, or SMS, offering a discount or advantage significantly increases the likelihood of a prospect completing the purchase,” affirms the specialist. This strategy is supported by the survey’s numbers, which show that 33% of respondents consider the chance of completing an abandoned purchase to be “very likely” in light of an offer made by the store.
The survey also investigated the factors that contribute to the purchase decision in an e-commerce setting. The biggest concern for consumers is being a victim of some type of scam, with 56% of respondents prioritising the reliability of the website. Other important aspects include lower prices (52%), promotions and offers (51%), previous purchase experience (21%), ease of navigation (21%), and variety of payment methods (21%).
