Vividence report -- Why consumers abandon shopping carts online

Industry studies estimate that up to 75 percent of Web consumers abandon their shopping carts before making purchases online. A recent study by Vividence Corporation, offers valuable insight into why users abandon shopping carts. Vividence's study evaluated the experiences of 719 consumers as they used shopping carts on e-commerce sites. According to the study, the top reasons for shopping cart abandonment, and the percentage of consumers citing each as a reason, include:

  1. High shipping prices (72%)
  2. Comparison shopping or browsing (61%)
  3. Changed mind (56%)
  4. Saving items for later purchase (51%)
  5. Total cost of items is too high (43%)
  6. Checkout process is too long (41%)
  7. Checkout requires too much personal information (35%)
  8. Site requires registration before purchase (34%)
  9. Site is unstable or unreliable (31%)
  10. Checkout process is confusing (27%)