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More than half of mobile shoppers abandon their carts at checkout as they don’t feel comfortable, study finds

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Despite mobile commerce delivering some 15% of online retailing globally, two thirds of mobile shoppers abandon their carts at checkout, a worrying study by Jumio has revealed.

According to the research, 51% abandon their cart because they don’t feel confident in actually making the purchase, while 47% give up because the checkout process is perceived as too long. 23% more give up because the purchase doesn’t go through, says the study.

According to Jumio’s study: “Whether these are the real reasons or whether people are imposing a cooling off period, are worried that they should be getting back to work or concerned about payment safety in the m-commerce channel it is clear that more needs to be done to make sure m-commerce is making the most of the obvious market demand.”

The company – naturally – offers some top tops for retailers looking to try and overturn this worrying drop off rate and fully exploit m-commerce.

The company suggests:

1.Reduce Payment Friction

2.Design for Mobile first

3.Hold My basket for me

4.Casual or Valuable? Know your customer

5.Calm Customer Fears

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