E-Commerce in 5 Steps

How to Reduce Shopping Cart Abandonment in E-Commerce in 5 Steps

One of the most important metrics for brands operating in e-commerce is the cart abandonment rate. In other words, customers who leave their shopping unfinished close the payment page and leave the site for various reasons. Expressed as a percentage, the cart abandonment rate is calculated by comparing the number of users who complete their purchase with those who do not. According to studies by TÜBİSAD, the average global cart abandonment rate on e-commerce websites is around 75%. This means nearly 75 out of every 100 customers who add products to their cart leave the site without completing their purchase.

Why Knowing Your Cart Abandonment Rate Matters

A high cart abandonment rate is a critical indicator that something may be lacking on your e-commerce site. Unexpected costs like shipping fees shown at the checkout page are among the top reasons customers abandon their purchases. Additionally, pop-ups such as email subscription requests or automatic newsletter sign-ups can distract users and cause them to leave the checkout flow. However, in some cases, cart abandonment may not be due to an issue on your site. Many mobile users, for example, add items to their cart simply to avoid losing them or searching again later. If the checkout process is not completed, the abandonment rate naturally increases. Regardless of the reason, improving this rate is essential to increasing your sales and profitability. If you're operating in international e-commerce, it's even more important not to ignore this metric. You can track and analyze your abandonment rates using tools like Google Analytics, Yandex Metrica, or Hotjar. Additionally, improving user experience (UX), optimizing your checkout design, enhancing your payment infrastructure, and offering diverse payment options can all help reduce abandonment.

5 Steps to Reduce Cart Abandonment

You can reduce your cart abandonment rate by taking these 5 key steps.

1. Make Sure Your Website Is Mobile-Friendly

Most users prefer shopping on mobile devices for convenience. However, disruptive elements such as pop-ups, excessive ads, or notification screens can negatively impact mobile experience. To boost your conversion rates and reduce abandonment, ensure your website is optimized for mobile access and navigation.

2. Avoid Surprising Customers with Extra Costs

Unexpected charges like VAT, shipping, or tax fees revealed only at the checkout can frustrate customers and cause them to abandon their purchase. Make sure these additional costs are communicated before reaching the payment page.

3. Use Email Retargeting

Not all customers abandon their carts intentionally—some may face technical issues or be interrupted during the checkout process. You can send reminder emails to users who left items in their cart, possibly including a discount incentive to encourage them to complete the purchase.

4. Be Accessible 24/7 with Live Support

Offering live chat support on your site allows customers to instantly get answers to their questions during shopping. If issues are resolved on the spot and support continues after the purchase, it helps build customer trust and loyalty.

5. Diversify Your Payment Options

Limited payment options are a key reason for cart abandonment today. According to TÜBİSAD, 7% of consumers abandon their purchase because they're dissatisfied with available payment methods. Fast and convenient payments are essential in online shopping. To reduce abandonment, offer various options: Bank transfers or EFT, secure card storage for easier repeat payments, one-click checkout, smart routing to the most suitable acquiring bank, instant shopping credit for large amounts, and even partial payments using multiple cards or methods. These features can significantly improve the payment experience for your customers.

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