PayPal has released new survey data showing why online consumers leave their shopping carts behind. Survey participants were asked to tell which reasons were "very important" in abandoning their purchases.
- High shipping charges: 46%
- Wanted to comparison shop: 37%
- Lack of money: 36 percent
- Wanted to look for a coupon: 27%
- Wanted to shop offline: 26%
- Couldn't find preferred pay option: 24%
- Item was unavailable at checkout: 23%
- Couldn't find customer support: 22%
- Concerned about security of credit card data: 21%
The price tag associated with the average abandoned shopping cart was $109. That's a number merchants should be concerned about.
"Merchants who don't welcome back abandoners with open arms are leaving hundreds of dollars per shopper on the table," added Davis. "Merchants need to remember the items that customers abandon and make it easy for them to buy when they return. Sweetening the deal with free shipping, coupons and special discounts is also a great way to encourage online shoppers to complete their purchases."
I can attest that exorbitant shipping costs. I was recently shopping online for a certain type of single cup coffee packs. While I found a great price, the shipping costs made the total cost higher than purchasing offline.
You have to make shopping online more appealing than offline if you want shoppers to complete the purchase process. Since shopping online requires people to wait for delivery, price is where you must be competitive.