Top 10 Reasons of checkout abandonment:Understanding Customer Behavior

Top 10 Reasons of checkout abandonment:Understanding Customer Behavior

Checkout Abandonment

It is a resolute challenge for e-commerce businesses, impacting their conversion rates and overall success. To mark this issue effectively, it is important to understand the reasons why shoppers abandon their purchases during the checkout process.


1. Unexpected Shipping Costs

One of the most common reasons for checkout abandonment is unforeseen shipping costs. When customers discover high shipping fees or additional charges during the checkout process, they might be discouraged to complete the purchase.

2. Complicated Checkout Process

A complex and lengthy checkout process can annoy the customers and lead to abandonment. Customers expect a coherent and streamlined experience, so a checkout process with multiple steps or excessive form fields can deter them from proceeding further.

3. Security Concerns

Security is a top priority for customers during an online purchase. If customers feel a lack of security or credibility in the payment process, they may leave their carts vacant. Assuring customers of safe payment methods and prominently displaying trust signals can help ease these concerns.

4. Lack of Guest Checkout Option

Having customers create an account before completing a purchase can be a barrier to checkout. Providing guests with a checkout option allows shoppers to make a purchase without the additional step of creating an account, decreasing friction and improving conversion rates.

5. Limited Payment Options

Different customers have different payment preferences, and lack of their preferred payment options can result in abandonment. Presenting a variety of payment methods, such as credit cards, digital wallets, and alternative payment solutions, can provide different customer preferences and increase the chance of completing the purchase.

6. Slow Website Performance 

A lagging or unresponsive website can irritate customers and cause them to abandon their purchases. Improvising website performance, including fast page loading times and smooth navigation is essential to ensure a positive checkout experience.

7. Distractions and Interruptions  

Customers might get diverted or interrupted during the checkout process, leading them to abandon their carts. External factors such as phone calls, notifications, or an unsteady internet connection can disturb the flow and cause customers to leave without completing the purchase.

8. Lack of Trust in the Website or Business

Building trust is important in the online shopping experience. If a customer has any worries regarding the trustworthiness of the website or business, they may hesitate to provide their personal and payment information, leading to checkout abandonment. Showing trust signals, customer reviews, and security badges can help instill credibility and alleviate customer doubts.

9. Comparison Shopping

Customers often engage in comparison shopping, where they scout different websites to find the best deals or prices. This behavior can result in cart abandonment as customers leave to inspect alternatives or continue searching for better options.

10. Change of Mind or Loss of Interest

Lastly, customers may simply change their mind or may no longer have interest in the purchase during the checkout process. This can happen due to various reasons, such as discovering a better alternative, reconsidering the need for the product, or fronting distractions that shift their attention elsewhere.


Understanding the top reasons for checkout abandonment is important for e-commerce businesses to optimize their checkout experience and improve conversion rates. By addressing concerns related to shipping costs, easing the checkout process, ensuring security and trust, offering guest checkout options, offering multiple payment methods, optimizing website performance, and minimizing distractions, businesses can deduce cart abandonment and expand their chances of converting potential customers into successful sales.

Author Profile

Varuna Raghav
Varuna Raghav
As a CX and marketing specialist, Varuna Raghav has more than 15+ years of experience to her name. Her enriching input has been valuable to the brands and organizations she's worked with.

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