eCommerce and shopping cart abandonment: how to improve your website’s performance

The digital channel, which was already growing in the pre-pandemic period, has established itself as one of the main channels for purchasing goods and services in the post-pandemic period as well.

eCommerce, a growing trend in 2024

According to the latest data published by the Netcomm Consortium, total online sales of products and services at the end of 2022 are estimated to have grown by +15% over the previous year, reaching € 4,500 billion.

This figure was calculated taking into account the inflation and raw material shortages currently affecting European countries. In spite of this scenario, consumers would still continue to buy online, since price rises are more contained in any case.

In 2024, the growth of online shopping will continue to be driven by increasing purchases by Generation Z and their propensity to shop in unconventional environments, such as the Metaverse.

Although the context for the growth of online consumption is favourable, eCommerce has recorded a negative trend to date.

According to a study by Baymard Institute ApS, the research institute that studies aspects of the online user experience, the average shopping cart abandonment rate in eCommerce in 2022 was 69.82%. However, this figure can be reduced by addressing the reasons why users abandon the e-commerce website after placing an item in the shopping cart.

The online shopping cart

Also known as an eCommerce shopping cart, the online shopping cart is a virtual space where users place the products they intend to purchase.

The online shopping cart, like its counterpart in the real world, is a key step in the purchasing process. On the other hand, the check-out, which takes place after the items have been placed in the shopping cart, represents the final stage of the conversion funnel, in which the visitor first becomes a buyer and then, a customer.

The online shopping cart serves various purposes:

  • Reminder of the products one intends to buy;
  • Shows the product quantity;
  • First estimate of the receipt amount;
  • Opportunity to add or change items before the check-out phase.

eCommerce and abandoned shopping carts: knowing the reasons in order to reduce the abandonment rate.

Shopping cart abandonment becomes a critical issue for a brand if the abandonment rate reaches high percentages.

There are various reasons why users abandon the e-commerce website after placing an item in the shopping cart.

  • Higher prices compared to competitors: after placing the item in the shopping cart, the customer can search for an identical or similar item on search engines and find it at a lower price in another eCommerce store.
  • Excessive shipping costs: high shipping prices may lead the user to abandon the shopping cart.
  • Payment method not available: when users arrive at the payment screen, their desired payment method may not be available.
  • Requiring lots of information to be entered or compulsory creation of an account: if a purchase is preceded by a request to fill in lots of fields, this may lead the user to abandon the purchase. This also applies to the requirement to create an account on the website. Indeed, many users prefer to make purchases without registering on the eCommerce website.
  • Long delivery times: if the expected delivery time is longer than users would like, they may abandon their purchase.
  • Website problems: an excessively long page loading time may annoy potential customers and lead them to leave the selected items in the shopping cart.

Abandonment rate: 5 strategies for recovering abandoned eCommerce shopping cart

Here are the main techniques and strategies for recovering an abandoned eCommerce shopping cart:

  • E-mail marketing: this is one of the most effective strategies for recovering an abandoned shopping cart and can involve several stages. Initially, a few hours after the cart has been abandoned, the system sends an e-mail to the user with the aim of maintaining interest in the purchase. Subsequently, depending on the user’s actions, such as opening the e-mail or returning to the site, different steps may be triggered. The next day, another e-mail may be sent inviting the user to complete the purchase by a certain date, after which the items in the cart will be removed. Lastly, after one week, a final e-mail may be sent with an incentive to be used within a certain period to finalise the purchase.
  • Cheap or free shipping: high or non-free shipping costs are among the most common reasons for abandoning an online shopping cart. If possible, it is preferable to offer free shipping, slightly increasing the cost of the goods to cover expenses, or to make it free when a minimum expenditure is reached.
  • Multiple payment methods: consumers are increasingly demanding and expect to be able to choose between different payment methods when making an online purchase. The more payment options are available, the more likely a buyer is to complete the transaction.
  • Display advertising: this consists of sending a targeted retrieval message by means of display advertising, using search engines’ remarketing function. Ideally, dynamic messages should be created, showing the products that targeted users have left in the shopping cart, stimulating a return to the website and the completion of the transaction.
  • Website and check-out page optimisation: this strategy aims to enhance the user experience on the website by focusing on its adaptability to mobile devices and optimising page load times. It is also essential to optimise the check-out page, ensuring a smooth and intuitive process for users.

Introducing one of these online shopping cart recovery strategies can be challenging if the reasons for abandonment and users’ needs are not understood. By implementing the strategies listed above, it will be possible to significantly reduce the cart abandonment rate on eCommerce websites, generating increased sales and, consequently, higher profits for the brand.

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Do you want to increase your eCommerce sales? Turn to the experts at Amplize to implement customised solutions based on Salesforce technology and optimised for your business. Contact us now to improve your site’s performance!

As a partner on the way to digital maturity, Amplize strives to boost its business expansion through the long-term Salesforce adoption and thanks to the support of Salesforce Ventures, the global investment arm of Salesforce focused on partnering with the most ambitious enterprise technology companies at every stage in their journey.

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