What’s stopping customers from completing their purchases? According to Baymard Institute, the top three reasons for cart abandonment are:

1. Extra costs like shipping, taxes, and fees: A shocking 48% of online shoppers abandon their cart because the final price is higher than expected.
2. Complicated checkout process: 26% of customers leave because the checkout is too long, demands profile creation or is confusing.
3. Lack of trust in website security: 25% of shoppers hesitate to enter their payment details due to security concerns.

That’s not just a minor inconvenience, it’s a massive revenue loss! The global eCommerce industry loses over $18 billion annually due to cart abandonment (Forrester Research).

So, what can you do about it? This blog is your actionable guide to reducing cart abandonment. We’ll break down every key reason customers leave before purchasing and, more importantly, provide practical solutions to keep them on your site- engaged, confident, and ready to buy.

Let’s get started!

High Shipping Costs and Unexpected Fees

Ever wondered why users abandon their carts at the very last step? Unexpected shipping costs are one of the biggest culprits. A shopper browses, adds products to their cart, and reaches checkout, only to be met with high delivery fees and hidden charges. That moment of hesitation is all it takes for them to drop off and look for better deals elsewhere.

When pricing isn’t transparent, users feel misled. Seeing a total price much higher than expected creates sticker shock, and if they know a competitor offers free shipping, switching is a no-brainer. Most users don’t even go back to remove items; they just leave.

How to Fix This?

• Make costs clear from the start: Show estimated shipping fees early, preferably before checkout. Customers are more likely to convert when they know what to expect.
• Encourage minimum-spend thresholds: If free shipping is available after a minimum purchase, highlight it in real time: “Just $5 away from free shipping!”
• Gamify discounts: Create interactive ways for users to unlock free or discounted shipping, like adding another item or reaching a milestone.
• Showcase real-time savings: A subtle, well-placed in-app message like “You just saved $10 on shipping!” can reinforce a user’s decision to complete their purchase.

Complicated and Long Checkout Processes

Nothing frustrates a customer more than a checkout process that feels like an interrogation. If they’re already convinced about buying, why make them jump through hoops?

A confusing or lengthy checkout process often leads to frustration, hesitation, and ultimately cart abandonment. Common issues include:
❌ Too many form fields (Do you really need their fax number in 2025?)
❌ Forced account creation (Not everyone wants to sign up just to buy a pair of socks!)
❌ Endless redirects or slow-loading pages
❌ No clear progress indicator making users wonder, "How many more steps?!"

How to Fix This?

• Minimize required fields: Only ask for essential details. Fewer steps = higher conversions.
• Enable guest checkout: A simple “Checkout as Guest” option can boost conversions significantly.
• Use auto-fill & saved information: Speed things up with smart form suggestions.
• Show a progress bar: People are more likely to finish a task when they can see the finish line.
• Remove unnecessary distractions: Keep the checkout page clean and focused on one goal i.e, completing the purchase.

With inline nudges and user flows, Nudge helps streamline checkout experiences by guiding users through each step smoothly. A small, real-time message like “Almost there! Just one more step to complete your order.” can reduce drop-offs and encourage completion without being intrusive.

Lack of Trust and Security Concerns

Ever landed on a checkout page that looks sketchy? No security badges, outdated design, and a URL that doesn’t start with HTTPS? Red flags everywhere!

Customers won’t think twice before abandoning their cart if they feel their personal or payment details aren’t secure. 

In this case, what can you do to fix this?

• Display security badges: Payment processors like Visa, MasterCard, and PayPal offer trust seals for a reason.
• Use SSL encryption (HTTPS): Non-secure websites (HTTP) immediately create doubt.
• Offer familiar payment options: Customers feel safer using payment methods they trust.
• Highlight return & refund policies: Clear policies reduce purchase anxiety.
• Showcase customer reviews & testimonials: Real feedback builds credibility instantly.

By using in-app nudges, Nudge can reassure users in real time. For example, showing a quick in-line message like “Your payment is 100% secure with end-to-end encryption” at the checkout stage can reduce friction and build confidence.

Would you enter your details on a site that doesn’t seem safe? Your customers won’t either. So make trust a priority.

Poor Mobile Optimization and User Experience

Ever tried shopping on your phone and felt like you were solving a puzzle? Text too small, buttons unclickable, images not loading properly. Frustrating, right? Now, imagine your customers going through the same ordeal. They won’t stick around.

More than 50% of eCommerce traffic comes from mobile devices, but if your site isn’t mobile-friendly, that traffic won’t convert. A study by Google found that 53% of mobile users leave a site if it takes longer than 3 seconds to load.

What’s the Fix?

• Responsive Design: Your site should adjust seamlessly across devices.
• Faster Load Times: Compress images, use caching, and optimize code.
• Thumb-Friendly Navigation: Ensure buttons and CTAs are easy to tap.
• Auto-Fill & One-Tap Payments: Reduce typing effort for mobile users.
• Test, Test, Test!: Regularly check your mobile experience across different devices.

Insufficient Product Information

Ever browsed a product, felt interested, but hesitated because something was missing? Maybe the description was too vague, images weren’t clear, or reviews were unavailable. When customers aren’t fully informed, they don’t hit “Buy Now”, they abandon the cart instead.

If your product pages lack details, high-quality images, or social proof, expect drop-offs.

What’s the Fix?

• Crystal-Clear Descriptions: Highlight benefits, features, dimensions, and use cases.
• High-Resolution Images & Videos: Show the product from multiple angles, in real-world scenarios.
• User Reviews & Ratings: Authentic feedback builds trust and helps customers make confident decisions.
• FAQs & Comparison Charts: Address common doubts upfront, making it easier to decide.
• Live Chat for Queries: Instant answers reduce hesitation and increase conversions.

Nudge’s in-app widgets and shoppable stories make it easier to showcase product details in an interactive way. Instead of forcing users to scroll endlessly for information, use inline nudges to highlight key features at the right moment, helping them make quick, informed decisions without leaving the page.

Customers don’t want to guess. Give them the details they need, exactly when they need them. If your product pages don’t answer their questions, your competitors’ will.

Inflexible Payment Options

Imagine this: A customer finds the perfect product, adds it to their cart, heads to checkout… and then realizes their preferred payment method isn’t available. Frustrated, they abandon the purchase and look elsewhere. That’s revenue lost simply because the right payment option wasn’t offered.

How Can You Fix This?

• Offer Multiple Payment Methods: Credit/debit cards, digital wallets (Google Pay, Apple Pay, PayPal), BNPL (Buy Now, Pay Later), UPI, and local payment options make checkout smoother for different customer preferences.
• Enable One-Click Payments: Returning customers shouldn’t have to re-enter their details every time.
• Transparent Pricing & No Hidden Fees: Unexpected charges at checkout turn customers away. Show all costs upfront.
• Localized Payment Methods: If you sell internationally, ensure you support region-specific payment methods.

Poor Customer Service

Picture this: A customer has a simple question about a product, but they can’t find an answer. They try reaching out, no response, slow replies, or confusing support options. Frustrated, they leave. A lost customer is a lost sale, and poor support can turn them away for good.

• Slow or No Response: Customers won’t wait hours for help when they can buy elsewhere instantly.
• Lack of Live Support: Chatbots are great, but a human touch is essential for resolving complex issues.
• Difficult Returns & Refunds: A complicated process makes customers hesitant to buy in the first place.

According to HubSpot, 93% of customers are likely to make repeat purchases with companies that offer excellent customer service.

How Can You Fix This?

✔ Live Chat & Instant Support: Real-time assistance, whether via chatbots or human agents, ensures customer concerns don’t lead to abandoned carts.
✔ Clear Return & Refund Policies: Display these prominently to build trust and reduce hesitation.
✔ Multi-Channel Support: Offer help via in-app chat, FAQs, and self-service options, so customers get answers quickly.

With in-app surveys and real-time nudges, Nudge helps businesses proactively address customer concerns before they escalate. Need to highlight a return policy? Want to guide users to live chat? Nudge makes it easy, keeping customers engaged and confident in their purchase.

Conclusion

Cart abandonment is a sign that something in your eCommerce journey needs fixing. From high shipping costs and long checkouts to security concerns and poor customer service, every friction point pushes customers away. 

And if you want to optimize all of this 4X faster, Nudge’s in-app personalization backed by rapid experiments help businesses fine-tune their user experience and turn lost sales into loyal customers.

Book a demo with Nudge today and see how it works in action!

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