In 2024, almost half of US consumers abandoned online purchases during checkout due to unexpected costs, the requirement to create an account delivery concerns, and a lack of trust in website security. Many shoppers in the United States also frequently back out of online purchases because the website requires them to create an account or due to slow delivery.
These abandoned cat issues can significantly reduce cart abandonment and enhance the online shopping experience, ultimately leading to increased sales and customer satisfaction. According to a Statista report, various factors contribute to potential customers leaving their purchases uncompleted. Here's a detailed list of the top ten reasons for cart abandonment during checkout in the United States and solutions to tackle each problem effectively.
Reasons for abandonment during checkout in the U.S. 2024
Rank | Reason | Percentage of Abandonment |
---|---|---|
1 | Extra Costs (Shipping, Tax, Fees) | 48% |
2 | Mandatory Account Creation | 26% |
3 | Lack of Trust with Credit Cards | 25% |
4 | Slow Delivery | 23% |
5 | Long or Complicated Checkout | 22% |
6 | Unclear Total Order Cost Up-Front | 21% |
7 | Unsatisfactory Returns Policy | 18% |
8 | Website Errors/Crashes | 17% |
9 | Insufficient Payment Methods | 13% |
10 | Credit Card Declined | 9% |
1. Extra Costs (Shipping, Tax, Fees) - 48%
Almost half of U.S. consumers (48%) abandon online purchases because additional costs crop up during checkout. Whether it is shipping, taxes, or other fees, these unexpected expenses mold a negative customer experience, often driving shoppers to seek alternatives where these costs are more transparent or lower.
Problem: High shipping fees, taxes, and additional charges were noted as the leading cause of cart abandonment. Consumers dislike unexpected costs that inflate the final price.
Solution: To mitigate this issue, businesses can offer transparent pricing by showing upfront costs. Implementing free or discounted shipping thresholds can encourage customers to complete their purchases.
2. Mandatory Account Creation - 26%
No one likes being forced into creating an account to make a purchase. As many as 26% of online shoppers cite mandatory account registrations as their reason for abandoning their carts. Providing a guest checkout option can significantly reduce this form of cart abandonment.
Problem: The obligation to create an account before checkout deters potential buyers who prefer a swift, guest-friendly process.
Solution: Facilitating a guest checkout option can simplify the process. Encouraging account creation post-purchase or offering incentives for account sign-ups can attract customers without pushing them away initially.
3. Lack of Trust with Credit Card Information - 25%
A quarter of consumers feel uneasy about providing credit card information on some websites. This distrust could stem from a lack of visible security certifications or bad design interfaces that appear untrustworthy. Building a secure and reassuring checkout process can alleviate these concerns.
Problem: Concerns over site security and trustworthiness can lead to cart abandonment, as customers fear for their sensitive information.
Solution: Building trust through visible security badges, clear privacy policies, and professional site design can alleviate these fears. Additionally, integrating social proof like customer reviews and testimonials can enhance credibility.
4. Slow Delivery - 23%
With the rise of fast delivery services, 23% of consumers abandon their carts because the estimated delivery time is too slow. Offering various shipping options and providing clear, realistic delivery windows can help mitigate this issue.
Problem: Lengthy delivery estimates discourage customers from completing purchases, especially if they need the products urgently.
Solution: Providing multiple shipping options, including expedited shipping, can cater to different customer needs. Clear communication about delivery times and tracking can also help manage expectations.
5. Long or Complicated Checkout Process - 22%
The speed and ease of the checkout process are crucial. A complicated or overly long checkout procedure leads 22% of shoppers to leave their carts. Simplifying this process by minimizing the number of steps and providing clear guidance can reduce abandonment rates.
Problem: A long or convoluted checkout process can frustrate shoppers and prompt them to abandon their carts.
Solution: Optimizing the checkout flow by reducing the number of form fields and steps is essential. According to Baymard Institute, an ideal checkout should involve 12-14 form elements. Simplifying these elements can enhance the user experience significantly.
6. Unclear Total Order Cost Up-Front - 21%
Customers prefer to see their total costs as early as possible. About 21% of shoppers abandon their carts because they can't see or calculate the total order cost upfront. Implementing a system that estimates and displays all costs early in the shopping process can help retain customers.
Problem: For many potential buyers, not seeing the full cost until the final stages of checkout can be a deterrent.
Solution: Offering a cost calculator or displaying a detailed breakdown of costs early in the checkout process can help eliminate this uncertainty.
7. Unsatisfactory Returns Policy - 18%
An inadequate returns policy can drive away 18% of potential buyers. A clear, user-friendly returns policy that reassures customers about the ease of returning products can increase their confidence in completing purchases.
Problem: Complex or unfavorable return policies can discourage customers from buying, as they fear a difficult return process if the product doesn’t meet their expectations.
Solution: Simplifying the returns process and communicating a hassle-free return policy can increase customer confidence and encourage purchases.
8. Website Errors/Crashes - 17%
Technical issues are a significant deterrent for 17% of consumers. Ensuring your website is robust, quick, and error-free is essential in maintaining customer trust and keeping them on the purchase path.
Problem: Technical issues can cause significant frustration and lead to abandonment.
Solution: Regular maintenance and testing of the website for bugs and ensuring it performs efficiently, especially during peak times, can minimize these occurrences.
9. Insufficient Payment Methods - 13%
The availability of diverse payment options can make or break a sale. Around 13% of shoppers abandon their carts due to a lack of their preferred payment methods. Expanding your payment options to include popular methods like digital wallets, credit cards, and payment plans can cater to a broader audience.
Problem: Limited payment methods can be a barrier for customers who prefer alternative modes of payment.
Solution: Accepting various payment options, including credit/debit cards, e-wallets, and online payment services, can cater to customer preferences and reduce abandonment rates.
10. Credit Card Declined - 9%
Even with a successful checkout process, 9% of cart abandonment occurs because of credit card declines. Tools and strategies to manage this problem include offering alternative payment methods or retry mechanisms to encourage retrying the transaction.
Problem: Payment failures due to declined credit cards can halt purchases.
Solution: Offering multiple payment options and providing clear instructions or support when a card is declined can help guide customers to alternative solutions.
Conclusion
The findings from 2024 highlight that extra costs remain the predominant factor driving cart abandonment during checkout, closely followed by mandatory account creation and distrust of credit card security. Improving transparency regarding costs, simplifying the checkout process, and enhancing overall customer trust are actionable strategies to minimize cart abandonment.
For more detailed statistics and insights, you can visit the full report on Statista: Leading reasons for abandonment during checkout in the U.S. 2024.