4 Reasons for Cart Abandonment on Shopify

This article outlines four key factors that lead to cart abandonment on Shopify sites, including product availability, sign-up requirements, poor user experience and unexpected costs.

Running a modern business online comes with unique perks and interesting challenges. Shopify, an all-in-one platform for retailers, offers many solutions. Their flexible platform allows the building and running of an online store from just about anywhere, and has become one of the most popular e-commerce platforms in the world.

However, one common woe for e-commerce retailers who sell via Shopify is cart abandonment. When a potential customer fills their cart with items but decides not to go through with their purchase, business owners should pay attention. So, why do customers abandon their carts?

Lack of Product Availability

If a customer is working their way through the checkout process and a product suddenly shows as out of stock, they may become frustrated and abandon their cart entirely, leaving behind multiple items.

To combat this, make sure your stock is always kept up to date. If stock is getting low, consider putting a notice visible on the product listing to help prevent cart abandonment as often as possible. However, some Shopify retailers have noticed a lag when updating their stores with new products.

Extensive Sign-Up Requirements

Another reason for cart abandonment could be related to sign-up requirements. Shopify customers need an account in order to go through with their purchase. Many customers might get frustrated if they’re required to sign-up for an account to make a purchase. For many, this is seen as a waste of time and effort that can lead to a loss of revenue on your part.

Poor User Experience

A negative user experience is a surefire way to frustrate customers. Negative experiences can be due to things such as:

  • Complicated checkout process
  • Slow website
  • Disorganized website
  • Too many pop-ups or ads

The Shopify site is very image-heavy, which could cause slow loading for some customers. These things can easily lead to a reduction in conversion rates and skewed website analytics, as well as increased cart abandonment, which you want to avoid as a business owner. 

Another thing to consider is to adjust any advertisements that might make your site run poorly. Frustrating ads will reduce ad CTR in addition to irritating customers, so it’s worth a look.

Unexpected Costs

When placing an order, a customer might be taken off-guard by high or unexpected delivery costs or added fees. Many companies offer free or low-cost shipping, which means consumers often expect shipping to take up a small or no portion of their purchase. Charging high shipping rates without warning could scare potential customers off. Make sure you’re clear about your shipping rates to ensure customers know what to expect.

Customer satisfaction is the best way to decrease cart abandonment. Take time to make sure your Shopify store offers the best user experience, and you’ll be on your way to increased sales in no time.

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