The pandemic has caused an incredible amount of change in a very short space of time for the retail sector – driving as much change in a year as we would typically see in a three-to-five-year period.
For smaller retailers, a natural shift during lockdown was to move their operations online to open up new revenue streams. One of the challenges that comes with this transition, however, is the heightened competition against more established ecommerce brands. There are more businesses trading online than ever before, and in some sectors the battle for consumer spend has become increasingly competitive.
As the competition remains fierce across the board, it’s imperative retailers do not lose out on customers at the checkout phase, especially when payment is about to be made. In fact, recent Barclaycard Payments research showed that retailers have missed out on £39.4bn of sales in online abandoned baskets over the last 12 months.
There are many reasons why consumers drop out of the process at the point of purchase, or don’t complete the checkout process. Our study revealed that customers discovering high delivery costs at the last minute is responsible for 37 per cent of abandoned purchases, while ‘cyber window shopping’ and lengthy authentication processes account for 26 per cent and 24 per cent respectively.
The data also showed that only 69 per cent of merchants are able to identify the average basket abandonment rate on their website. While this is a significant improvement on 25 per cent from the same research three years ago, it means that nearly a third of online retailers are missing out on important insight to help convert sales.
As part of our research and our drive to provide actionable tips to ensue customers make it to the checkout and beyond, we teamed up with retail expert, Clare Bailey, to produce seven top tips that can help retailers maximise online sales and minimise abandoned baskets.
Combined, guidance and solutions that help support small businesses to succeed online are key. After all, if ecommerce is the future of all business, then the process of futureproofing needs to start now.
Marc Pettican, President, Barclaycard Payments