Understanding online shopping cart abandonment: Why customers bounce and how to win them back

Simplify checkout, remove barriers and increase the conversion rate

18/03/2025

by Sven Reck

E-commerce is a good business opportunity for many retail companies, but they are confronted with the problem of potential customers not completing their purchase. The abandonment rate can have a significant impact on sales. However, if you understand why online purchases are abandoned, there are effective strategies to increase the conversion rate.

Abandoned purchases in e-commerce

Abandonment rates in e-commerce have risen steadily again in recent years after reaching an all-time high in 2013. Current statistics show that the global abandonment rate of online purchases reached 70 percent in 2023, the highest level in the last ten years. This alarming figure underlines the need to take proactive measures to reduce shopping cart abandonment.

Difference between shopping cart abandonment vs. checkout abandonment

A woman sits frustrated in front of a laptop and holds a credit card in her hand; Copyright: Adobe Express

It is important to distinguish between two main forms of shopping cart abandonment: shopping cart abandonment and checkout abandonment. Shopping cart abandonment occurs when customers add items to their shopping cart but leave the online store without having initiated the checkout process. In contrast, a checkout abandonment occurs when customers have already started the checkout process but abandon the purchase before completing it. Both types of abandonment lead to a loss of sales, but occur at different points in the customer journey and for different reasons.

Why are there abandoned purchases?

There are many reasons for abandoned purchases. Unexpected additional costs such as high shipping costs, a complicated or lengthy checkout process, limited payment options, security concerns, slow website loading times or inadequate return conditions are often the cause.

The accessible design of the webshop also plays a decisive role in conversion – because the checkout will only be successful if all customers can shop without any barriers. Get tips on the accessible design of online shops.

Tips for reducing the abandonment rate and for conversion optimization

The following measures can be taken to reduce the abandonment rate and increase the conversion rate:

Transparent costs

Communicate all costs, including shipping costs, clearly and in good time.

Simplified checkout

Make the checkout process as simple and short as possible.
Offer guest access so that new customers do not have to create an account immediately.

Wide range of payment options

Offer a variety of payment options to meet the needs of customers.

Guarantee payment safety

Display trust seals and use secure payment methods.

Fast loading times

Ensure that your website and the checkout process load quickly.

Retargeting

Use retargeting ads to remind customers of their abandoned purchase.
Offer discounts or special deals to encourage customers to complete the order.

Email marketing

Reminder emails about an abandoned purchase can give customers a further incentive to complete the purchase.

Customer service

Employees via live chat or chatbots can support customers with questions and problems in real time.

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Easier registration and payment in the webshop: Click to pay solutions

Close-up of a black credit card with chip and numbers; Copyright: Adobe Express

According to a study by Mastercard, many consumers abandon their online purchases because they have to struggle with registering and entering all their details in the store. Click to Pay can help to reduce these abandonments as it simplifies the payment process.

With Click to Pay, consumers can pay securely online with just a few clicks, without having to re-register with each store and re-enter their card details each time. If they have also entered a delivery address with Click to Pay, there is no need to enter this either. This not only simplifies the payment process, but also increases payment security through tokenization. Click-to-pay is a standard supported by the major payment networks that significantly speeds up the online purchasing process. This not only reduces the abandonment rate, but also protects payment data through high security standards.

With tokenization, the real credit card number is replaced by a random token that is used for payment at the checkout. The sensitive payment data remains securely stored on a separate server and is not transmitted to the store or the retailer. This increases data security, as no real card information can be stolen even in the event of a data leak. At the same time, tokenization gives consumers more control over their sensitive data.

A person points to a sketchy representation of the customer journey, showing various symbols from discovery to purchase; Copyright: Adobe Express

Online checkout: the decisive moment in the customer journey

The checkout is more than just the last step in online shopping – it is the moment when a customer decides whether to complete or abandon a purchase. A smooth, fast and trustworthy payment process leaves a positive impression and strengthens customer loyalty.

Retailers should analyze exactly when and why customers abandon their online purchase. These findings help to identify and remove specific obstacles in the checkout process. With the right strategies, they can optimize the payment process, improve the user experience and thus sustainably increase the conversion rate.

Sources: Chatix Blog, EMARKETER Blog, OptiMonk Blog, Press release Mastercard