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87% of shoppers will abandon a cart if checkout process is complicated

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The majority (87%) of consumers say that a “complicated” checkout process will make them abandon their shopping, says a new study.

In fact, 55% of polled consumers say that will not only abandon their carts but also “never” return to a retailers’ website, suggests the research in the US by Splitit conducted in partnership with ’Google consumer survey’ .

When it comes to opinions across different age groups, 90% of questioned shoppers of those aged 55+ and 12% of millennials say that they will not “follow through” with a lengthy purchasing process.

The study also suggests that excessive advertising in the checkout process makes clientele less inclined to complete an online purchase. Some 25% of all respondents citing as the reason to site abandonment, and 19% of millennials say that “too many ads” make them leave their shopping in comparison to those aged 45+ at 28%.

These findings come as online shopping is expected to increase to $4.88tn (£3.79tn) by 2021. The cart abandonment rates are currently at 70%, retailers must continue to invest in the online shopping experience, providing an efficient checkout process to ensure customers stay loyal and revenue continues to grow.

“With cart abandonment rates so high, retailers still have work to do in streamlining the online shopping experience,” said Gil Don, chief executive officer and co-founder of Splitit. “While consumers appreciate having options, it is essential that the checkout process is seamless, at the risk of permanently losing customers. Online merchants must be sure to include clear and easy ways to enter customer details, choose delivery options and make payments while ensuring that the process does not become cumbersome for the shopper.”   

Image credit: Fotolia

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