Online retailers spend significant time optimizing their merchandising, discovery, and their overall site experience in order to maximize purchase competition. Yet nearly 70% of online shopping carts are abandoned. The main culprit of cart abandonment? It’s your shipping experience.
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One of my favorite adventures circa de childhood was going grocery shopping with my mom. As a sultry, but charming kid, I would often see if I could fill the cart with forbidden items—cereal with marshmallows, bags of candy or an array of cookies. I rarely got past her seemingly constant gaze, but if I did, my dreams were ruined by the time we got to the checkout stand. She knew exactly what was on her list, and it did not include my fantasy-filled edibles.
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Almost everyone can relate to that feeling of spending hours perfecting your online shopping cart, only to end up abandoning it. According to BI Intelligence, almost $4 trillion worth of merchandise will be abandoned and left unpurchased this year alone.* This figure is especially troubling for online retailers, who want to prevent this sudden shopping cart abandonment and are looking for reasons why consumers suddenly abandon shopping carts.
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