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Why do shoppers abandon their shopping carts in online stores?

Почему покупатели бросают корзины в интернет-магазинах?

Experts from ЮKassa have found out why users do not complete purchases in online stores. Almost a quarter of respondents (24%) buy something online several times a week, slightly fewer (23%) make online purchases two or three times a month. Another 13% of respondents do this every day, 11% – once a week, 10% – once a month, 19% – less than once a month.

Among the platforms where people buy online, marketplaces are in the lead (49%). Next come the websites of individual brands (20%) and specialized online stores (17%). Social networks and messengers account for 11% of the responses, and another 3% are international platforms, gaming resources, and delivery services.

A survey on the YuMoney website showed that two-thirds of respondents occasionally leave purchases unfinished. Thus, 22% abandon their shopping carts once or twice every six months, 20% – once or twice a month, 13% – weekly, and the same number – almost always. Another 32% of respondents never leave purchases unfinished.

Most often, users leave electronics and household appliances (20%), clothing and footwear (18%), and home and repair goods (11%) in their shopping carts. Next come cosmetics and personal care products (7%), food (6%), sporting goods (5%), jewelry and accessories (5%), and digital goods (5%). Books and stationery (4%) and children's goods (3%) are the least frequently abandoned items. Another 15% of survey participants were unable to single out a separate category of goods.

This is influenced by various reasons, which can be divided into several groups. Among financial reasons, the most popular is waiting for a salary or money transfer (29% of responses). Many users do not complete a purchase if the final cost is higher than they planned (18%), if they found a more advantageous offer on other sites (17%), if they decided to wait for a discount or promo code (17%). Another reason for refusal is too high a delivery cost (6%). Financial reasons do not affect 11% of surveyed buyers.

The next category of reasons is psychological. For example, many people use shopping carts instead of wish lists (30% of responses). Sometimes users do not complete an order because they take time to think (26%), doubt and compare the product with similar products (18%), or study reviews (13%). The need to coordinate the purchase with family or a partner (6%) can also delay the purchase. Only 6% of respondents are not affected by these factors. Technical and logistical reasons include inappropriate delivery times (17% of responses) and different delivery conditions for different products in the shopping cart (11%). It also often happens that the desired product runs out during the ordering process (11%) or the store does not have a convenient payment method (10%).

Other reasons include the need to register on the site (8%), doubts about payment security (6%), a complex order form (3%), and breakdowns during the order process (1%). None of this prevents almost a third of respondents (32%) from making purchases.

Most respondents (36%) note that they often return to abandoned carts, but do not always complete the purchase. Thus, 30% return if they still need the item from the cart, and 19% almost always complete previously abandoned purchases. 12% rarely return, and 3% never do so. Returning and completing a purchase is motivated by a price reduction on items in the cart (26% of responses), an offered promo code or a personal discount (15%).

For some buyers, reminders from the store (9%), additional bonuses and increased cashback (11%) work. Another 11% of users return to an abandoned order when they need to buy gifts or other goods for upcoming events. The decision to complete a purchase can also be influenced by the appearance of new positive reviews about the product (6%) and more convenient delivery conditions (6%), confidence in the seller (7%) and a limited-time offer (5%). Finally, 4% of respondents return to abandoned carts when they have thought over their decision and compared the selected product with similar ones, when they have received money or agreed on spending with loved ones.

Source: new-retail.ru

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