According to Forrester Research, the top reasons sited for cart abandonment are as follows:
* 57% – Didn’t want to pay shipping costs
* 48% – Total cost of purchase was more than expected
* 41% – Used the shopping cart for research
* 19% – Didn’t want to wait for the product
* 18% – Purchased offline instead
* 15% – Checkout process was too complicated
* 12% – Other reasons















Interesting but the total adds up to over 200%. Could you please explain how these percentages work?
Happy too. The reasons for people abandoning carts are collected through survey and some assumption based on statistical evidence. In the qualitative survey, shoppers could select more than one answer, which accounts for the higher than 100% total.
On Wednesday, February 1, the shopping cart abandonment rate was 75%. Over the 2011 holiday season the lowest cart abandonment rate was nearly 68% (December 16). According to Forrester Research more than $18 billion is lost to shopping cart abandonment each year.
I note that there is no reference to anonymous or guest checkout, however this feature is now available in eRetailer from RetailCare.