Consumer Behavior
Lots of reasons for cart abandonment, claims study
June 15, 2021
Shoppers are abandoning online carts for more than a few reasons, according to a survey from Fast, which provides a headless checkout experience.
In fact, a good majority, 86% of U.S. shoppers admit to leaving carts and the reasons include everything from finding the checkout process too time consuming to not wanting to create yet another online account, according to a press release on the findings.
Additional reasons for cart abandonment include not remembering a site login and trouble inputting credit card information. Most shoppers (55%) would be more likely to make an online purchase if there was a quicker, easier way to buy directly from the channel where they learned about that product, like a social media post, digital ad or online review, stated the release.
Additional findings from Fast's survey include:
- 72% of consumers say they have been influenced to purchase products based on media, advertising and social media consumption.
- Millennials (ages 25-40) are 71% more likely to purchase a product if there is an easier way to buy directly from these channels (the highest of all age groups).
- Gen Z (ages 18-24) is three times more likely than the Baby Boomer generation (ages 57-75) to be loyal to a company when they purchase online versus in-person.
"Even in an e-commerce boom, many retailers are still struggling to deliver amazing checkout experiences. Sellers devote a lot of resources to reach shoppers on social media or through digital advertising, only to lose them because of cumbersome checkout options," Fast Vice President of Partnerships Calanthia Mei said in the release.
The survey polled 1,004 U.S. adults ages 18 and older.
