Top 10 Reasons for Purchase Abandonment: Understanding Customer Behavior

Top 10 Reasons for Purchase Abandonment: Understanding Customer Behavior

E-commerce businesses commonly deal with the issue of purchase abandonment. The act of customers abandoning their ambitions to complete a purchase after indicating early interest is discussed. Businesses must first comprehend the reasons behind buy abandonment in order to address the root issues and boost conversion rates.


Table of Content


1. Unexpected Costs

Unexpected costs are a significant factor in purchases being abandoned. If customers encounter additional expenditures throughout the checkout procedure, such as excessive shipping expenses, taxes, or hidden fees, they may grow upset and ultimately give up on their purchase.

2. Complicated Checkout Process

Customers may choose not to complete their transaction if the checkout process is hard or lengthy. Since customers desire simplicity and comfort, any friction, unnecessary processes, or complicated user interfaces during the checkout may lead them to abandon the transaction.

3. Security issues

Online security is of the highest significance to customers. If customers find any security flaws or are concerned about the protection of their monetary and personal information, they may elect to cancel their transaction in order to safeguard their sensitive data.

4. Limited Payment Options

Customers have diverse payment preferences, and if their preferred payment method is not available, it can lead to purchase abandonment. Offering a variety of secure payment options, such as credit/debit cards, digital wallets, or alternative payment solutions, can cater to different customer preferences and increase the likelihood of completing the purchase.

5. Comparison shopping

Customers commonly engage in comparison shopping, searching many websites for the best deals or a variety of options. During this process, customers could add items to their shopping carts on one website, but wind up making the purchase on another, resulting in purchase abandonment.

6. Price Problems

Price is an essential factor to take into account when making a purchase. If the product costs are more than expected or if better deals can be found elsewhere, customers may opt against making a purchase in favor of a more affordable alternative.

7. A lack of trust or trustworthiness

Trust and credibility are important factors influencing customer behavior. If a website lacks credibility, receives negative comments, or fails to develop trust, customers may be reluctant to proceed.

8. Complicated Returns or Exchange Policies

Customers like hassle-free returns and exchanges. If a firm has complicated or unclear return policies, customers may opt not to make a purchase out of concern that it would be challenging to exchange or return the goods.

9. Extended Waiting Periods

Slow loading times may have a negative influence on customers’ shopping experiences. If the pages of a website take too long to load, especially during the checkout process, consumers might give up on their purchase.

10. Insufficient mobile optimization

Because more individuals are buying online using their mobile devices, websites that are not mobile-friendly risk having abandoned shopping carts. If a website is not responsive or does not provide easy mobile browsing, customers may opt to cancel their purchase.

Author Profile

Deepak Kashyap
Deepak Kashyap
A CX expert, keynote speaker, and author, Deepak Kashyap has over 25+ years of experience. His talks on the subject are published on most prestigious forums, and his books have helped to spread awareness about how improving customer experiences can boost sales. Deepak is a prominent speaker who shares his expert opinion about customer experience.

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