Why shoppers abandon shopping carts in online stores: a study by RetailCRM and ЮKassa
Posted: Thu Dec 26, 2024 4:17 am
Why shoppers abandon shopping carts in online stores: a study by RetailCRM and ЮKassa
RetailCRM and the service for accepting online and offline payments Yu. Kassa conducted a study and found out why customers abandon their shopping carts in online stores.
RetailCRM analysts collected data on the work of 313 online stores that connected the CRM marketing block and the "Abandoned Carts" rule. YuKassa surveyed more than 1,300 respondents on their website from July 30 to August 6, 2024.
70% of all online orders remain unpaid
Two-thirds of shoppers abandon their shopping carts
30% of shoppers use shopping carts instead of wish lists
71% of online stores deal with abandoned shopping carts
26% of customers will return for items in their shopping cart if they jordan phone numbers are offered a discount
Key findings
Two-thirds of shoppers abandon their shopping carts
A study by ЮKassa showed that 22% of shoppers abandon their shopping carts once or twice every six months, 20% once or twice a month, 13% do it weekly, and another 13% every time they place an order.
Shoppers leave some items in their shopping carts more often. For example, 20% of users do not complete their checkout of electronics and household appliances, and 18% do not complete their checkout of clothing and footwear. Grocery, sporting goods, and children's goods are the least likely to be left in their shopping carts.
What do shoppers most often leave in abandoned carts?
Electronics and home appliances are most often found in abandoned carts
30% of shoppers use shopping carts instead of wishlists
According to the survey, there are five factors that cause shoppers to abandon their shopping carts:
Financial.
Psychological.
Logistics.
Technical.
External.
How to Reduce Abandoned Shopping Cart Rates on Your Website and Increase Conversion to Orders
Financial. The most popular of these is waiting for a salary or money transfer - 29% of buyers abandon their shopping carts for this reason. 18% of respondents postpone the purchase if the final cost of the product turns out to be higher than they planned, and 17% leave the cart and look for a better deal in other stores.
29%
of buyers are waiting for their salary to pay for their order
Psychological. 30% of buyers use the cart as a wish list. Sometimes users do not complete the order because they take time to think - this was the answer of 26% of respondents. 18% abandon the cart because they doubt and compare the product with similar ones.
26%
of buyers need time to think
Logistics. 17% of respondents abandon their shopping cart if the delivery time is not suitable, and 11% do so if the desired product runs out during the checkout process.
17%
of shoppers abandon their shopping carts due to inconvenient delivery
Technical. The lack of a convenient payment method, a complex interface and breakdowns during the checkout process push customers to abandon the cart and go to competitors. For example, 8% will leave items in the cart if they need to register on the site, 6% - if they doubt the security of the payment.
8%
of buyers are put off by website registration
External. 33% of buyers abandon their carts in anticipation of a seasonal sale or a more suitable moment, 20% — if something distracts them during checkout, 17% postpone the purchase because they are waiting for a birthday or holidays.
YUKassa users also noted other reasons for abandonment, such as promo codes that did not work, parcel weight restrictions, communication with support, and unwillingness to rush.
33%
of shoppers wait for a sale to complete their order
Field with type Date/Time in RetailCRM
The most common reasons why shoppers abandon their shopping carts
71% of online stores work with abandoned carts
According to the RetailCRM study, 66% of online stores send emails, 17% remind about abandoned carts via WhatsApp, and 18% task the manager to contact the client and bring them to the purchase. The last method of working with abandoned carts is usually used for products with a large average check or for products that require consultation - for example, equipment.
83.3% — growth of orders from email newsletters a month after CRM marketing optimization: gw-tools case
When an online store reminds about an abandoned cart via WhatsApp, the buyback rate will be on average 4%. If you send a message within 24 hours and give a discount, the buyback rate will increase to 8%. With email newsletters, the buyback rate is 2% with an open rate of 22-24%. But if you work on the content of the letter, add a special offer and send the message within 24 hours, the buyback rate can reach 4%.
Reduced Abandoned Carts by 9 Times with Email Marketing and Retargeting: Koftyonyshi Case
"You need to choose a method for working with abandoned carts based on the type of product, the composition of managers, and the percentage of redemption. It is worth experimenting with channels and using the one that works best in your case. For example, the advantage of instant messengers is that messages in them are read much more often than emails - according to our data, almost 10 times more. But this channel is about 100 times more expensive. You should also experiment with the content of the message: you can simply remind, offer a discount or free delivery, limit the promotion by time"
RetailCRM and the service for accepting online and offline payments Yu. Kassa conducted a study and found out why customers abandon their shopping carts in online stores.
RetailCRM analysts collected data on the work of 313 online stores that connected the CRM marketing block and the "Abandoned Carts" rule. YuKassa surveyed more than 1,300 respondents on their website from July 30 to August 6, 2024.
70% of all online orders remain unpaid
Two-thirds of shoppers abandon their shopping carts
30% of shoppers use shopping carts instead of wish lists
71% of online stores deal with abandoned shopping carts
26% of customers will return for items in their shopping cart if they jordan phone numbers are offered a discount
Key findings
Two-thirds of shoppers abandon their shopping carts
A study by ЮKassa showed that 22% of shoppers abandon their shopping carts once or twice every six months, 20% once or twice a month, 13% do it weekly, and another 13% every time they place an order.
Shoppers leave some items in their shopping carts more often. For example, 20% of users do not complete their checkout of electronics and household appliances, and 18% do not complete their checkout of clothing and footwear. Grocery, sporting goods, and children's goods are the least likely to be left in their shopping carts.
What do shoppers most often leave in abandoned carts?
Electronics and home appliances are most often found in abandoned carts
30% of shoppers use shopping carts instead of wishlists
According to the survey, there are five factors that cause shoppers to abandon their shopping carts:
Financial.
Psychological.
Logistics.
Technical.
External.
How to Reduce Abandoned Shopping Cart Rates on Your Website and Increase Conversion to Orders
Financial. The most popular of these is waiting for a salary or money transfer - 29% of buyers abandon their shopping carts for this reason. 18% of respondents postpone the purchase if the final cost of the product turns out to be higher than they planned, and 17% leave the cart and look for a better deal in other stores.
29%
of buyers are waiting for their salary to pay for their order
Psychological. 30% of buyers use the cart as a wish list. Sometimes users do not complete the order because they take time to think - this was the answer of 26% of respondents. 18% abandon the cart because they doubt and compare the product with similar ones.
26%
of buyers need time to think
Logistics. 17% of respondents abandon their shopping cart if the delivery time is not suitable, and 11% do so if the desired product runs out during the checkout process.
17%
of shoppers abandon their shopping carts due to inconvenient delivery
Technical. The lack of a convenient payment method, a complex interface and breakdowns during the checkout process push customers to abandon the cart and go to competitors. For example, 8% will leave items in the cart if they need to register on the site, 6% - if they doubt the security of the payment.
8%
of buyers are put off by website registration
External. 33% of buyers abandon their carts in anticipation of a seasonal sale or a more suitable moment, 20% — if something distracts them during checkout, 17% postpone the purchase because they are waiting for a birthday or holidays.
YUKassa users also noted other reasons for abandonment, such as promo codes that did not work, parcel weight restrictions, communication with support, and unwillingness to rush.
33%
of shoppers wait for a sale to complete their order
Field with type Date/Time in RetailCRM
The most common reasons why shoppers abandon their shopping carts
71% of online stores work with abandoned carts
According to the RetailCRM study, 66% of online stores send emails, 17% remind about abandoned carts via WhatsApp, and 18% task the manager to contact the client and bring them to the purchase. The last method of working with abandoned carts is usually used for products with a large average check or for products that require consultation - for example, equipment.
83.3% — growth of orders from email newsletters a month after CRM marketing optimization: gw-tools case
When an online store reminds about an abandoned cart via WhatsApp, the buyback rate will be on average 4%. If you send a message within 24 hours and give a discount, the buyback rate will increase to 8%. With email newsletters, the buyback rate is 2% with an open rate of 22-24%. But if you work on the content of the letter, add a special offer and send the message within 24 hours, the buyback rate can reach 4%.
Reduced Abandoned Carts by 9 Times with Email Marketing and Retargeting: Koftyonyshi Case
"You need to choose a method for working with abandoned carts based on the type of product, the composition of managers, and the percentage of redemption. It is worth experimenting with channels and using the one that works best in your case. For example, the advantage of instant messengers is that messages in them are read much more often than emails - according to our data, almost 10 times more. But this channel is about 100 times more expensive. You should also experiment with the content of the message: you can simply remind, offer a discount or free delivery, limit the promotion by time"