Why ARE Shoppers Abandoning Carts?
Ever wondered why people hit that "Add to Cart" button, then vanish?
New research from the Baymard Institute (with over 10,000 US shoppers!) reveals the hidden reasons behind cart abandonment.
Discover what’s making people leave your checkout.
The Baymard Institute's 2023 Research
Baymard Institute is a world-renowned web usability research firm, boasting:
1,600+ clients
130,000+ hours of research
Users in over 80 countries
They’ve been conducting large-scale ecommerce research since 2009, studying how people behave online and providing businesses with data-backed insights to create better customer experiences.
In 2023, they released a major research study dedicated entirely to cart abandonment.
This research, based on data from over 10,000 online shoppers, uncovers the real reasons shoppers leave without completing a purchase.
The "Just Browsing" Bombshell: A Silent Sales Killer
Baymard’s research uncovered a startling truth: the top reason shoppers abandon carts is that they’re simply not ready to buy right now.
In fact, a whopping 42.5% of US online shoppers admitted to abandoning a cart in the past 3 months solely because they were "just browsing.”
Our own research at Growth Suite supports this finding, revealing a key distinction in buying behavior:
Need-Based Purchases: When shoppers need something urgently (think groceries, medicine, or a repair service), they tend to act quickly and decisively.
Pleasure-Based Purchases: When shoppers are buying something they want (like a new necklace, dress, or cosmetics), they’re more likely to hesitate and postpone the decision.
Think of it like this: A shopper lands on your store, captivated by a stylish necklace or a beautiful new dress. They add it to their cart, excited about the possibility… but then their phone buzzes with a notification, work emails pile up, or they simply tell themselves, “I deserve to think about this a little longer.” This "I’ll buy it later" mindset is especially common with those "treat yourself" purchases.
Technical Troubles: When Shoppers Want to Buy, But Can't
Baymard's research found that a significant 42.5% of shoppers abandon carts because they’re simply not ready to commit. But that means a whopping 47.5% are actually prepared to buy - they just hit a snag along the way.
These shoppers represent a HUGE opportunity for your store. They've shown intent, they've added items to their cart... but something's stopping them from completing the purchase.
Baymard’s research identified several technical culprits that might be lurking on your store, causing these shoppers to click away:
Extra Costs Too High (48%): Nearly half of these shoppers cited high extra costs as their reason for leaving. This reinforces that even those who aren't just browsing are highly sensitive to pricing, especially when it comes to shipping fees, taxes, or other additional charges.
Mandatory Account Creation (26%): Forcing shoppers to create an account before they can purchase is a major turn-off for over a quarter of this group. They want a quick and easy checkout experience, and unnecessary hurdles create friction.
Lack of Trust (25%): A quarter of these shoppers felt uneasy about the website’s security or legitimacy. This highlights the importance of building trust through clear branding, customer testimonials, and trust seals.
Delivery Was Too Slow (23%): Today’s shoppers want their orders fast. Slow delivery times caused nearly a quarter of this segment to abandon their carts.
Too Long/Complicated Checkout Process (22%): A cumbersome checkout process continues to be a major problem. Lengthy forms, confusing navigation, and unnecessary steps drive shoppers away.
In the fast-paced world of ecommerce, even a small technical glitch can make the difference between a sale and an abandoned cart.
What You Need to Learn from This Research:
Cart abandonment is a frustrating problem for any ecommerce store. But when you understand why shoppers are leaving, you can start to fix it.
Baymard Institute's research offers a powerful starting point. Here are the key takeaways:
Just Browsing" is the #1 Culprit: A surprising 42.5% of US shoppers abandon carts simply because they're browsing.
Technical Issues Are a Major Roadblock: For the other 47.5% of shoppers, it's often a technical issue that stops them from completing their purchase.
To improve your store, become a first-time visitor and attempt a purchase, especially on mobile. Ask yourself throughout this process: Is it easy to find shipping, return information, and the total cost before checkout? Are there any pop-ups, slow loading times, or confusing forms that create a frustrating experience? Finally, consider if the checkout process itself is smooth, secure, and easy to navigate.
Also, stop window shoppers in their tracks! Our Growth Suite has the tools you need to convert those "just browsing" visitors into loyal customers. Check out our strategy for turning casual interest into real results.
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