This past year, 88 percent of web buyers reported leaving an online shopping cart without completing their purchase. Online consumers commonly abandon their shopping carts due to the ease of comparison shopping, confusing navigation and content, impatience with long checkout pages, and fear of providing personal information.

Online retailers attempt to tackle these issues by focusing on improving the technical design of their shopping cart, such as streamlining the checkout process and including additional content about shipping and delivery, return policies, and security. Despite these efforts, Internet retailers continue to struggle with the growing online epidemic of shopping cart abandonment.

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