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Updated 20 Oct 2020

How online retailers can reduce shopping cart abandonment

In 2015, there will R40 trillion worth of abandoned merchandise in online shopping carts. What can be done to their conversion rates?

Liam Casey, Entrepreneur, 20 March 2016  Share  0 comments  Print

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Even though online retail continues to grow, there is a huge issue with people filling their virtual shopping cart and not completing the order at the last minute. In 2016, there will be R40 trillion of abandoned merchandise.

What can online retailers do about this? The main issue with customers is their reticence to pay shipping costs, with 57% of customers seeing this as a stumbling block.

Depending on the product online retailers sell, it may be worth considering reducing shipping costs, or even getting rid of them all together. Of course, this will all depend on the margins you are working on, but shipping costs is definitely an area all online retailers need to think about carefully.

The overall feel of a checkout process is also hugely influential and any complications will frustrate people. Frustration results in customers abandoning their shopping cart and not completing the purchase. In this info-graphic from SnapParcel you will discover how to create the best online checkout to maximise the chances of making a sale.

Related: Tips when choosing an online shopping cart

It's also important to remember that even after you make a sale you need to treat the customer with kid gloves.

It's vital that customers are sent a thank you note as well as an email confirming everything that has been ordered, so the customer can check everything is accurate one last time.

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Related: How to get people to stop ditching their online shopping cart

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About the author

Liam Casey, Entrepreneur

Liam Casey is currently working with Titan Logistics. Their courier company SnapParcel is going from strength to strength under my guidance. Creating indirect and direct marketing activities that will build the customer base and increase revenue. Encourage our organisation to look inwardly and outwardly to understand the impact of marketing decisions and the target market. Implement marketing plans to create goals and encourage the business to expand. Oversee social media marketing, incl. WordPress, Facebook, Twitter, YouTube, Google+, and LinkedIn. Developing appropriate content and, identifying target audiences. Up until 2011 I played professional rugby in France. Unfortunately, I was forced to retire with a bad neck injury.

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