The 5 Most Common Reasons for Checkout Abandonment

Without understanding who is landing on the checkout page and why, many e-commerce stores attempt a one-size-fits-all approach to conversion.

 “Not all shoppers abandon their cart due to price, but most e-commerce platforms don’t provide the necessary context to understand that.”

                                                         - Chris, FERO’s E-Commerce Specialist

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The most common mistake? Blindly offering discounts. It fails to address the real problem—whether shoppers abandon due to unexpected shipping costs, lack of payment options, a complex checkout process, or because of something else entirely. 

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Key Factors Leading to Checkout Abandonment:

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1. Unexpected Extra Costs: Additional fees (shipping, taxes) appearing at checkout create an element of surprise and frustration.

2. Complicated Checkout Flows: A long, multi-step checkout process requiring unnecessary information leads to frustration and drop-offs.

3. Limited Payment Methods: If a shopper doesn’t see their preferred payment option (e.g., Apple Pay, Klarna, PayPal), they might abandon their purchase.

4. Security Concerns: Lack of trust signals—such as missing SSL certificates, no clear refund policy, or an unfamiliar checkout layout—can trigger hesitancy.

5. Distractions & Decision Fatigue: A cluttered checkout page with too many form fields or unnecessary upsells can overwhelm the shopper.

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Other Possible Friction Points:

1. Distractions: Checkout isn't always an uninterrupted journey—shoppers might get sidetracked by a notification, another website, or even second thoughts.
   
   
2. Lack of Immediate Purchase Intent: Some customers enter their email out of curiosity (perhaps to check for exclusive discounts) but never had strong purchase intent in the first place.
   
   
3. Overwhelming Checkout Forms: If the next step in checkout appears too complex, long, or intrusive, shoppers may abandon before even starting it.
   
   
4. Privacy & Trust Concerns: Some shoppers hesitate when they sense a commitment they’re not ready for—especially if they fear spam, lack trust in the store, or aren't comfortable providing more details.
   
   
5. Discount Hunting Behaviour: Some customers input their email to see if they receive a discount code but abandon if none appears.

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Tackling cart abandonment isn’t about throwing out blanket discounts—it’s about understanding the real reasons behind the hesitation. 

Every shopper brings their own context, intent, and concerns to the checkout page. By addressing key friction points like hidden fees, limited payment options, and trust signals, e-commerce stores can build smoother, more personalised checkout experiences that convert. 

The goal isn’t just to recover abandoned carts—it’s to create a buying journey that feels intuitive, trustworthy, and effortless from start to finish.

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                                                           Still don’t know where to start? 

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                                                                               Hi, we are FERO. 

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We specialise in boosting conversion rates for e-commerce brands, reducing cart abandonment and increasing average order value (AOV) with data-driven checkout optimisation.

Our team of Data Scientists provide FREE in-depth analyses of your store’s conversion rates, cart abandonment patterns, and visitor behaviour based on 400+ data points—no strings attached. 

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We work with Shopify, WooCommerce, Magento and BigCommerce webstores. 

Book your free consultation today!

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