Why shoppers leave a checkout, and what they text to ask

Share of US online shoppers naming each reason, excluding those only browsing

Reasons US online shoppers left a checkout Excluding shoppers who were only browsing, 40 percent named extra costs too high, 20 percent slow delivery, 19 percent not trusting the site with card details, 13 percent an unsatisfactory returns policy and 12 percent not seeing the total cost up front. Extra costs too high (shipping, tax, fees) · 40% Extra costs too high (shipping, tax, fees) 40% Delivery was too slow · 20% Delivery was too slow 20% Didn't trust the site with card details · 19% Didn't trust the site with card details 19% Returns policy wasn't satisfactory · 13% Returns policy wasn't satisfactory 13% Couldn't see the total cost up front · 12% Couldn't see the total cost up front 12%

Source: Baymard Institute, updated September 22, 2025