Extra costs stop twice as many checkouts as any other reason
Reasons US online shoppers gave for abandoning an order in the past quarter · percent of abandoners, more than one answer allowed · "just browsing" excluded
Why shoppers abandon checkout
40 percent of shoppers who abandoned an order said extra costs such as shipping, tax and fees were too high, twice the 20 percent who said delivery was too slow. Trust, forced accounts and long checkouts each sit between 17 and 19 percent.
Extra costs too high (shipping, tax, fees) · 40 Delivery was too slow · 20 Did not trust the site with card details · 19 Site wanted me to create an account · 18 Too long or complicated checkout · 17 Website had errors or crashed · 17 Returns policy was not satisfactory · 13 Could not see total cost up front · 12 Credit card was declined · 10 Not enough payment methods · 9
Extra costs too high (shipping, tax, fees)
40%
Delivery was too slow
20%
Did not trust the site with card details
19%
Site wanted me to create an account
18%
Too long or complicated checkout
17%
Website had errors or crashed
17%
Returns policy was not satisfactory
13%
Could not see total cost up front
12%
Credit card was declined
10%
Not enough payment methods
9%
Source: Baymard Institute, cart abandonment rate statistics, checkout survey of US adults