Abandoned Cart Analysis

Why Shoppers Click “Add to Cart” But Not “Buy Now”

In the digital aisles of e-commerce, a full cart doesn’t always mean a finished sale. On average, nearly 7 out of 10 carts are abandoned. But what drives these decisions—and more importantly, what can we do about them?

 Common Roadblocks to Purchase

• Unexpected Costs: Extra shipping fees or taxes at checkout
• Complicated Checkout: Too many steps or required sign-ins
• Lack of Trust: Unclear return policies or insecure payment gateways
• Comparison Behavior: Shoppers using carts as wishlists

 Purchase Decision Drivers

• Trust Signals: Secure checkout, reviews, recognizable payment options
• Urgency & Scarcity: Limited-time offers, low stock indicators
• Social Proof: Ratings, testimonials, and trending badges
• Personalization: Relevant recommendations and discounts

 Turning Browsers Into Buyers

• Simplify the checkout flow
• Offer guest checkout
• Display total costs early
• Use retargeting emails with incentives
• Optimize for mobile