Identifying Opportunities in Shopping Cart Abandonment

Identifying Opportunities in Shopping Cart Abandonment

An abandoned shopping cart isn’t the be-all and end-all of a purchase journey and an online merchant’s profit. It offers opportunities for reversal towards increased sales and the further cultivation of brand awareness. An abandoned eCommerce shopping cart is but one stage in a series of steps that the consumer has already taken towards a purchase. As such, the abandoned cart itself indicates prior consumer interest. In this sense, remarketing efforts to bring the consumer back to the cart are essential, especially when there is lost revenue at hand – according to Business Insider, a hefty US$4.6 million worth of it.[1] Knowing what makes online shoppers leave your eCommerce site with nothing in hand will also help you to better tweak your strategies to convert site visitors into customers. The Preliminary Dilemmas of the Asian Online Shopper A bad beginning to a shopping experience online increases the likelihood of the customer abandoning the cart prematurely and the loss of revenue. One major cause can be poor site design, such as having to click through multiple pages to get to the payment destination, or an overcrowded page. Getting the technical and design aspects of your webstore right paves the way for the consumer to push their shopping cart through to purchase. This includes creating a better customer experience through convenience features, such as a persistent shopping cart, which can encourage further browsing. These aspects are not just applicable to eCommerce sites, but also for mobile and other digital channels, especially for omnichannel retailers – who can recoup lost sales through more than one channel. Creating a different consumer journey, though with...