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Long lines, complexity lead to online cart abandonment, reveal survey

August 15, 2018

A good majority of online shoppers, 87 percent, will abandon their shopping cart if the checkout process is too long or too complicated, according to a Splitit survey.

The survey also reveals 55 percent of online shoppers will not only abandon the cart but never return to the retailer's site if checkout proves too cumbersome.

"With cart abandonment rates so high, retailers still have work to do in streamlining the online shopping experience," said Gil Don, CEO and Co-Founder of Splitit, in a release on the findings. "While consumers appreciate having options, it is essential that the checkout process is seamless, at the risk of permanently losing customers. Online merchants must be sure to include clear and easy ways to enter customer details, choose delivery options and make payments, while ensuring that the process does not become cumbersome for the shopper."

The survey, conducted in July 2018, was jointly carried out with Google Consumer Surveys based on a representative sample of more than 1,000 respondents from the U.S, ages 18-65 and older.