How To Reduce Cart Abandonment: 14 Killer Strategies For Ecommerce Sites
Shipping Costs Scare Shoppers Away: High shipping costs are a major factor causing potential customers to abandon their shopping carts. Offering competitive or free shipping can help reduce this issue.
Checkout Clumsiness Causes Chaos: A complicated or lengthy checkout process frustrates customers and leads to abandonment. Simplifying the checkout can enhance customer experience and increase conversions.
Payment Variety for Every Wallet: The absence of diverse payment methods turns away customers. Offering multiple payment options caters to a wider audience and helps prevent cart abandonment.
Security Doubts Deter Buyers: Customers wary of online security are less likely to complete purchases. Enhancing security measures and reassuring customers can build trust and reduce abandonment rates.
The four horsemen of cart abandonment are riding through your online store right now: high shipping costs, clunky checkouts, lack of payment methods, and security doubts.
And they're not just spooking your customers—they're stampeding off with 70% of your potential sales.
But through a lot of research and learning from 22 ecommerce business owners, I've discovered what actually moves the needle on how to reduce cart abandonment.
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In this guide, I'll share 14 proven strategies that go beyond the usual “send reminder emails” advice.
Let's fix what's broken in your checkout flow.
What is Cart Abandonment?
In cart abandonment, a potential customer begins an online transaction but exits the page before completing it. This includes adding items to a shopping cart, starting a subscription service, or initiating any other online order.
An item or service added to a cart or initiated by a shopper—but not purchased—is considered “abandoned.”
According to the Baymard Institute, the average cart abandonment rate for ecommerce businesses hovers at 70.19%.
Why is cart abandonment a problem?
Let's be real: as an ecommerce business owner myself, no one gets to a 0% shopping cart abandonment rate. That’s just how online shopping works, with plentiful distractions and compressed attention spans.
But high abandonment rates ruin ecommerce businesses, especially if you've spent so much attracting visitors.
Why?
Simply put, abandoned carts = lost revenue. Each abandoned cart represents a potential customer who decided not to buy.
And the problem goes beyond missed sales…
A high abandonment rate can trigger a cascade of problems:
- Inventory mismanagement. The overestimation of demand, caused by abandoned carts, leads to excess inventory and unnecessary expenditures. Also, it raises questions about how inventory systems handle abandoned carts. If someone adds seven ergonomic chairs to their cart but doesn't buy them, are those chairs still available for others? This can lead to unhappy customers and logistical nightmares.
- Competitive disadvantage. Those with high abandonment rates lose out to those who optimize their checkout flows.
- Clogged personalization engines. Abandoned carts rob personalization engines of valuable purchase data, making product recommendations less effective. This means you're missing out on sales opportunities.
- Missed feedback. Abandoned carts also rob businesses of valuable customer insights, preventing them from improving their products and services. The equivalent of missing out on 70% of customer reviews!
So, the question becomes…
Why Do Online Shoppers Abandon Carts?
In my experience as a thrift store owner, online shoppers are often anxious shoppers.
And who can blame them, really? They can't physically examine that vintage dress or antique radio before buying, and so, questions linger.
Will this fit? Will the delivery take too long? Are the pictures even accurate?
This is purchase anxiety. And for ecommerce stores, it comes with the territory.
Thanks to Redditor reluctant_snarker, we have a bird’s eye view of why a potential customer would abandon their shopping cart:
Let’s look at the common reasons—and beyond the four horsemen—for shopping cart abandonment.
1. High shipping costs
An online survey conducted by Statista in 2024 found that 41% of global shoppers abandoned their carts due to high shipping costs.
And 30% gave up because of unexpected charges at checkout or because they found it cheaper somewhere else.
This is sticker shock—a surefire way to send shoppers running. There’s nothing worse than reaching the checkout only to find the final price is much higher than expected.
2. The checkout process is long or too complicated
Every unnecessary step, every confusing form, is a potential stumbling block to completing the purchase.
According to ConvertCart, 18% of customers abandon their cart during checkout because of lengthy and complex steps.
(I just want to buy my eyeliner in peace, not write the next great American novel.)
Therefore, the smoother the checkout experience, the better the customer experience. And most importantly, the higher the chances of a successful sale.
3. Lack of preferred payment methods
It's simple: shoppers want to pay the way they prefer.
And PayPal’s research backs this up. In the past three months, 13% of buyers abandoned an online shopping cart simply because there weren't enough payment methods available.
Who roams around with their credit card handy anymore anyway? What are we, Wall Street bankers?
A digital wallet like Apple Pay or PayPal, for example, is incredibly popular among young people.
Nearly 80% of Gen Z consumers use digital wallets, which means not taking advantage of this trend could mean losing out on a large part of the market.
4. Treating shopping carts as “wishlists”
Online shopping is easy—too easy, sometimes.
Scroll, click, add to cart. No pressure, no sales assistants hovering nearby. So it's no wonder many online shoppers treat their carts like virtual wishlists—almost 19% of them.
In the end, they abandon their carts after browsing out of boredom, adding items without real intention.
Imagine your online store as a 24/7 window shopping paradise.
The site is free for everyone to explore, adding items as they go. In contrast to physical stores, there's no immediate requirement to commit.
It's this lack of urgency that leads to cart abandonment.
5. Website security concerns
Approximately 17% of customers abandon their shopping carts because of concerns about payment security and privacy.
We're all at risk of data breaches and online scams, now more than ever.
There were more than eight million records exposed worldwide during the fourth quarter of 2023 because of data breaches.
Think about it. How comfortable would you be with giving out your credit card information to a clunky website that doesn't have proper security measures?
14 Proven Strategies to Reduce Cart Abandonment
I surveyed 22 ecommerce business owners—from online florists to orthotic shops—and compiled a list of 14 battle-hardened strategies for abandoned cart recovery from their collective responses.
Let’s beat the four—sometimes more—horsemen of abandoned carts.
1. Be transparent about shipping costs
When it comes to shipping, transparency is key. Here's how you keep your customers happy and properly informed:
- Break it down. Make shipping fees separate from product prices. The last thing anyone wants at the checkout is a surprise. (Huzzah! Get your precious items after paying even more extra costs.)
- Explain yourself. If the shipping costs for your products are higher than average, explain why. Your shipping might be premium to reduce damage, or you might provide eco-friendly options. Be upfront about the reason for unexpected costs, no matter what it is.
- Offer free shipping. A minimum order value for free shipping can even incentivize them to spend more.
Alternatively, have you considered including a shipping calculator in your checkout flow?
One of our most successful efforts was incorporating a shipping calculator directly into the shopping cart, effectively eliminating surprise costs at the final checkout stage.
2. Optimize your checkout process
A complicated checkout process can actually cost you money.
On the other hand, according to Baymard, improving checkout design can increase conversion rates by as much as 35.26% for online stores. Plus, checkout optimization can also increase your average order value (AOV)!
How do you start? Let’s have a lookie-loo:
Reduce the number of clicks
The more form fields in your checkout process, the more chances customers have to say, “Nah, forget it.”
Baymard’s checkout usability research found that the average checkout form has a whopping 12 fields, even though most sites only need 8. So:
- Combine where possible. If shipping and billing addresses are often the same, merge those steps into one. Less typing, less hassle, happier customers.
- Embrace the autofill. Make the most of technology. The autofill feature can save your customers time and effort by pre-populating fields with their information.
Offer a guest checkout option
Treat your customers like VIPs, not captives. Ditch the mandatory account creation.
Give them the freedom to choose a guest checkout option so they don’t have to fill out a lengthy questionnaire just to buy a t-shirt.
But according to Baymard's UX research, you need to avoid these pitfalls:
- The “Where's Waldo?” checkout. Don't make “Guest Checkout” a hidden treasure. Label it clearly and prominently.
- Plain Jane link: Ditch the boring text link. Make “Guest Checkout” a visually distinct button or option.
- Buried treasure: Don't force customers to scroll past account sign-in options to find “Guest Checkout.” Give it equal prominence.
- Email first, checkout later: Don't make customers enter their email before revealing the guest checkout option. It feels like a bait-and-switch.
For example, Williams-Sonoma clearly labels its “Guest Checkout” option in a separate column with a clear red button.
Use third-party platforms or social media logins
A social login is a type of single sign-on (SSO) that makes online authentication easier.
The service allows users to sign in to third-party websites and apps using their Facebook, Google, or Twitter credentials.
Because when you want to buy your favorite citrus-scented candle, you don’t want to spend precious minutes writing a mini-essay just to enter a store.
Include live chat features
The live chat feature is usually displayed as a small window on your ecommerce website, giving customers immediate assistance.
Consider it your online store's virtual concierge. It's a reassuring presence that builds trust and confidence.
In my business, we discovered that offering customer support throughout the checkout process significantly improved completion rates.
Implementing a live chat feature allowed customers to address any last-minute questions or hesitations, reducing hesitation and encouraging completion.
Offer multiple payment methods
In the Netherlands, for example, Mastercard dominates the payment market with a 95% share.
But hop over to Germany, and it's a different story, holding a mere 12%. This variety throws a challenge to online businesses.
If you’re an ecommerce business with international reach, offer a smorgasbord of payment options to make the payment process painless.
Credit cards, digital wallets, local payment solutions—the more, the merrier.
We noticed a lot of customers were leaving behind custom orthotics in their carts, likely due to the higher price point.
So, we introduced flexible payment options like Afterpay, allowing people to split up payments without adding any extra cost. It was a game-changer.
We saw a noticeable uptick in conversions after that.
But how do you integrate multiple payment methods into your checkout flow?
You need a reliable payment gateway, which is basically like a universal adapter for your online store. Look for a gateway that meets your business’s needs and offers features like recurring billing and fraud prevention.
These are our top 10 picks for the best payment gateways on the market right now:
3. Reduce purchase anxiety further
When your money is on the line, it’s no surprise that you’d be like a cat on your claws trying to prevent anything from going the wayside.
According to clinical psychologist Dr. Elvira Aletta, “Anxiety thrives on ignorance and has a nasty habit of feeding on itself.”
The truism, “knowledge is power,” therefore, is more relevant than ever to reduce cart abandonment.
Here are some ways you can create a truly stress-free checkout process:
- Give shoppers the power to easily edit their cart. Let them change quantities, swap colors or sizes, and save items for later. This flexibility reduces pressure and allows them to shop at their own pace.
- Make coupons and discounts a breeze. Make sure your coupon code and/or discount code field is easy to use. Display relevant offers and apply discounts instantly.
- Provide a variety of delivery choices. Provide different delivery options to suit everyone's needs. Whether it's in-store pickup or expedited shipping, let shoppers decide what's best.
- Allow an order review. Give shoppers the opportunity to review their order before clicking “buy now.” Giving them this last-minute chance to make sure they’re satisfied with their decision prevents anxiety.
Amazon does this pretty darn well:
4. Offer a flexible return policy
A quarter (25%) of all returns are caused by a simple mistake: the wrong product gets shipped. This is a huge problem.
Customers facing this issue need clear instructions: When can they return the item? Where should they send it? How do they even start the process?
A confusing return policy can create doubt and hesitation, ultimately costing sales, as marketing specialist Nora Sudduth points out. “The absence of clear information around returns and refunds leads to doubts at the critical moment of purchase,” she warns.
A strong return policy is a trust-building guide for both the customer and the business. It clearly marks which products can be returned, the route to take to make that return, and the time limits involved.
This clarity benefits everyone—customers feel confident and informed. And businesses like yours can avoid costly chargebacks and negative reviews.
For example, here’s Bose’s “Return Policy” page with a chat feature for easy assistance, and clear hyperlinked text to important FAQs:
5. Secure your online store (and show it off!)
If your store is a vault for customer data, would it be Fort Knox or a clay piggy bank?
Baymard says 18% of online shoppers abandon their carts because they don't trust the site with their credit card information. As it turns out, these lost sales are very easily recoverable.
Here’s how:
- Use a security socket layer (SSL) certificate. This protects sensitive data like credit card numbers from hackers by encrypting it. How can your customers tell if you have one? Easy! They’ll see “https” at the beginning of your website address—not just “http.”
- Display security badges. Let customers know you're trustworthy by displaying badges from companies like VeriSign, McAfee, or the BBB.
- Be upfront about your privacy policy. Describe how your company collects, uses, and protects the information you collect from customers. This openness builds trust and reduces purchase anxiety.
6. Design for mobile
Are your mobile shoppers abandoning their carts more often than desktop users? A mobile site tune-up might be in order.
Keep track of your cart abandonment rates on different devices. If your mobile user experience isn't up to snuff, it's time to optimize. For instance, you could:
- Design your cart page for one-handed use. Put key elements such as “proceed to checkout” within easy reach of the thumb.
- Create a dynamic keyboard that changes based on the information required in each field. Display a numeric keypad to the customer when they need to enter a phone number, for example.
7. Use exit-intent popups
Exit popups are those little windows that appear as you're about to leave a website.
They can be annoying, sure, but when done right, they're actually quite effective. According to OptinMonster, they can convert an extra 2%-4% of visitors.
But don't just hit visitors with a generic “Please don't go!” message. Tailor your popups by personalizing them.
For example, here’s what Glossier offered me as I was just about to leave their website:
8. Build trust with social proof
Social proof is the “everyone's doing it” effect, and it's incredibly powerful.
What's the best way to convince hesitant browsers to become confident buyers? Show them they're not alone.
Here's how:
- Use customer testimonials. Share your glowing star ratings, show off your satisfied shoppers, and display user-generated content. It's like saying, “Look how many people love our products! You will too.”
- Use real-time notifications. Get your customers' attention with live purchase notifications. “The sweater's just been sold!” Or you can show a live visitor count. “37 people are currently viewing this product!” Dynamic updates create urgency and excitement.
See how ASOS builds a sense of urgency by adding a small but prominent “SELLING FAST” banner on one of its product pages:
9. Write a call-to-value (CTV) instead of a call-to-action (CTA)
A call-to-action (CTA) is a button or link that encourages website visitors to take action. But just saying “Learn More” or “Buy Now” doesn't always work.
There's no context to these generic CTAs. Learn more about what? Buy what?
See the difference here:
- “Download our free ebook.”
- “Download our free ebook and discover the secrets to boosting conversions.”
The second version adds a value proposition to encourage visitors to take action.
😉Here’s how we do it:
10. Send cart abandonment emails
Cart abandonment emails work. Period.
They're automated messages that remind customers about the items they left behind—think of them as a gentle nudge, a virtual tap on the shoulder. “Hey, you forgot something awesome!”
Plus, they're a prime opportunity to re-engage shoppers, offer discounts, suggest related products, and sweeten the deal.
And the results? Pretty cool. Cart abandonment emails have a 41.18% open rate.
One successful strategy I employed was sending out a series of abandoned cart emails using automation tools.
After implementing an automated email sequence, I saw a significant increase in recovered sales—about 15% higher than before!
The first email serves as a gentle reminder of what they left behind, while subsequent emails offer incentives like discounts or free shipping if they complete their purchase within a certain timeframe.
This approach not only encourages customers to return but also creates a sense of urgency, prompting quicker decisions.
Make this easy with cart abandonment software—track abandoned carts and send automated reminders so it's easier to get sales back and keep your email campaigns running smoothly.
Here are our top 10 picks for the best cart abandonment software:
11. Run retargeting ads
These clever ads follow shoppers who visited your site but didn't buy anything. They're a powerful way to rekindle their interest and get them back to complete their purchase.
Here's how to set up your own retargeting marketing campaign:
- Plant a tracking pixel: This code snippet on your cart page monitors when someone adds items but doesn’t purchase them. Most ad platforms like Facebook and Google provide these pixels, making it easy to set up.
- Customize your campaign: Decide how long you want to “follow” those shoppers with ads (a week? a month?), how often they'll see your ads, and how much you're willing to spend.
But don't stop at ads!
Combine retargeting with email marketing for a one-two punch. You can automate emails to those same shoppers, reminding them of their abandoned carts and sending incentives to get them back to your site.
When it comes to regaining lost sales, this double-tap technique can be incredibly effective.
If you’re shopping around for reliable email marketing software, we have just the list for you:
12. Offer a localized shopping experience for global customers
Going global with your online store? Super! But remember, a Parisian shopper wants to see prices in euros, not dollars. Make it easy for international customers to switch currencies.
Here's how:
- Use geolocation to automatically display prices in the shopper's local currency. Bonus points for calculating shipping costs based on their location, too!
- Optimize your checkout, cart, and product pages for easy translation. Foreign language checkouts are no bueno.
- Take inspiration from the best. These four brands are crushing it:
- The global fashion online retailer ASOS displays prices in local currencies and offers localized content to match regional trends.
- In addition to offering localized pricing, language options, and customer service, Amazon has dedicated storefronts for numerous countries.
- On Etsy, the global marketplace for handmade and vintage goods, sellers can list products in multiple currencies, so buyers can shop in their preferred currency.
- A localized Nike experience includes currency conversion, language options, and even regionally focused product collections.
13. Provide detailed product descriptions
We've found that providing detailed product descriptions and clear images minimizes hesitancy, as customers can confidently make informed decision.
says David Zhang, CEO of Kate Backdrops
Your product descriptions need to be informative, engaging, and answer any questions a customer might have.
Here's how to create descriptions that convert:
- Visualize the product. Use sensory language to describe the product's texture, smell, and appearance. Help shoppers imagine how it feels to hold, wear, or use your product.
- Highlight key features and benefits. Don't just list specifications. Explain how those features translate into real-world benefits for the customer.
- Answer common questions. In your descriptions, anticipate customer questions and address them proactively. This reduces uncertainty and builds confidence.
- Use high-quality images. Use clear, zoomable images to showcase your product from multiple angles. For a more immersive experience, include videos or 360-degree views.
14. Test and refine your website with A/B testing
You have a hypothesis (your current design), but you need to test it to see if it really works. That's where A/B testing comes in.
Basically, you've got two versions of your website battling it out.
Here's how it works:
- Create two versions. Make a small change to your website, like a different headline, button color, or image. This is your “challenger” version.
- Split your traffic. Randomly show half your visitors the original version and half the challenger version.
- Track the results. Monitor key metrics like conversion rates, bounce rates, and time spent on page.
- Declare a winner. Analyze the data to see which version performs better. The winner becomes your new champion!
A/B allows you to make data-driven decisions and improve your website continuously to reduce cart abandonment.
The Cart Stops Here
Your defense against cart abandonment starts with trust—zero surprises at checkout, payment options that actually work, security that puts customers at ease, and a mobile experience that doesn't make customers rage-quit your store.
Whenever trust is broken, abandoned carts reveal why.
Sure, you could track it all in spreadsheets. Chase down every lost sale manually. Send desperate “please come back” emails at 3 AM.
Or you could build a system that works while you sleep. Modern tools and software that turn “maybe later” into “shut up and take my money.”
Listen to the stories. Fix what's broken. Win back those sales.
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Cart Abandonment Reduction FAQs
Need more help? We’ve got just the answers for you!
How do I calculate my cart abandonment rate?
This metric reveals the percentage of shoppers who add items to their cart but leave without completing the purchase.
Here’s the formula:
Cart Abandonment Rate = (1 – (Completed Purchases / Carts Created)) * 100
For example, let’s say you had 100 carts created on your website.
Out of those, only 20 resulted in completed purchases.
Calculation:
- 20 (Completed Purchases) / 100 (Carts Created) = 0.2
- 1 – 0.2 = 0.8
- 0.8 x 100 = 80%
Therefore, the cart abandonment rate is 80%. (Yikes.)
What is the difference between cart abandonment and checkout abandonment?
It’s all about when your customer hits the exit:
- Cart abandonment. The customer adds items to the cart but leaves before starting checkout. They’re still in browsing mode.
- Checkout abandonment. The customer starts the checkout process—entering shipping info, and payment details—but abandons before completing the purchase.
Same lost sale, different stage of the customer journey. Understanding which one plagues your store helps you fix the right problem.
