A survey conducted by PayPal and comScore revealed that unexpectedly high shipping fees are the number one reason consumers abandon online purchases. Checkout abandonment is a significant challenge for online merchants, with an estimated two out of every three consumers failing to pay for items they put in their shopping carts.
The study also found that many consumers abandon their purchases for payment-related reasons. Of those surveyed, more than one in five shoppers didn’t complete purchases because their preferred payment option was not offered on the merchant’s Web site. Many shoppers simply think it is too much of a hassle to search for their wallets or purses – 21 percent did not complete online purchases because their wallets were not easily accessible.
Online comparison shopping is also a common reason for checkout abandonment. More than one in four indicated that they wanted to compare items at online and offline stores before making a purchase. However, more than one-third who abandon at checkout said they returned to the merchant’s Web site at a later time to complete the transaction.
A summary of the survey’s findings included:
--43 percent of consumers didn’t pay for items in their shopping carts because shipping charges were too high
--36 percent of purchasers didn’t pay for items because they felt the total cost of the purchase was more expensive than anticipated
--27 percent of shoppers didn’t pay for items because they wanted to comparison shop at other Web sites before making a purchase
--16 percent of consumers didn’t pay for items because they could not contact customer support to answer questions
--14 percent of shoppers didn’t pay for items because they forgot their usernames and passwords for their store accounts created with the merchants
More information on customer service and support can be found at www.SupportIndustry.com
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