Reasons why e-Commerce shoppers abandon carts

January 14, 2004

Source: eMarketer.com

Still puzzled as to why e-Commerce shoppers abandon their shopping carts without buying anything on your site, as they move on to your competitor's site? NetIQ’s WebTrends reports that 35% of US adults who have researched or purchased a product online say that surprise costs would lead them to abandon a purchase online.

Another 30% say they would not like it when a site asks for too much information in order for them to make a purchase. WebTrends surveyed 1,000 US adults between 3 and 7 December 2003, 632 of whom had researched or purchased a product online.

The survey determined that most online shoppers say that good security policies and prices are the determining factors when considering returning to a site where they've already made purchases. Still, a notable 12% say convenience is the key.

Indeed security has been an issue for online shoppers in the US for quite a while. Over 60% of respondents told Ipsos and the BSA that they are concerned their information will be stolen or sold to a third party if supplied online.

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