Extra costs are the No. 1 reason consumers abandon online carts

Key stat: Nearly half (48%) of US adults abandoned their online shopping cart at checkout because the extra costs (shipping, tax, fees) were too high, per a February 2024 survey from Baymard.

Beyond the chart:

• Over a third (34%) of worldwide consumers consider the cost of delivery the most important consideration factor when ordering online, compared with just 23% who say speed is most important, per a November 2023 survey by ShipStation.
• “Consumers don't want fast shipping. They want free shipping as fast as possible, and that’s becoming the baseline,” said our analyst Blake Droesch.
• Retailers can provide more value to ecommerce customers by promoting bundled offerings, adopting pricing models that cover the costs associated with shipping, or reducing dimensional weight of packaging for best-selling products, according to our The Ecommerce Delivery Opportunity report.

Use this chart:

• Reduce cart abandonment rates.
• Adjust shipping or other fees.
• Improve the ecommerce experience.

More like this:

• Three ecommerce delivery challenges—and how brands and retailers can respond
• Online shoppers demand an easy checkout process
• 4 technologies to help curb cart abandonment
• Consumers spend more with digital wallets

Methodology: Data is from a Baymard survey. 1,012 US adults ages 18+ were surveyed on February 7, 2024.