A survey conducted by Opinion Box, titled “Cart Abandonment 2022”, involving over 2000 consumers, revealed that 78% of respondents have the habit of abandoning 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 particularly harmful practice for business owners. “It is essential 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 that lead to cart abandonment, such as cheaper products on other sites (38%), discount coupon that does not work (35%), unexpected charges for services or fees (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 incentive significantly increases the likelihood of a prospect completing the purchase,” the specialist states. This strategy is supported by the survey numbers, which show that 33% of respondents consider it “very likely” that they would complete the abandoned purchase given an offer made by the store.
The survey also investigated the factors that contribute to the purchasing decision in an e-commerce setting. The biggest concern for consumers is being a victim of some kind of scam, with 56% of respondents prioritising the reliability of the website. Other important aspects include lower prices (52%), promotions and offers (51%), previous shopping experience (21%), ease of navigation (21%), and variety of payment methods (21%).
