Abandoned carts refer to instances where online shoppers add items to their virtual shopping carts but do not complete the purchase. This can occur for a variety of reasons, such as:
- Unexpected Costs: Customers might abandon their carts if they encounter unexpected costs during the checkout process, such as high shipping fees or additional taxes.
- Complicated Checkout Process: A lengthy or complicated checkout process can be a deterrent. If customers find it difficult to complete the purchase, they may abandon their carts.
- Technical Issues: Glitches or technical problems on the website can frustrate users and lead to abandoned carts.
- Comparison Shopping: Some shoppers use the cart to compare prices or products across different websites and may not intend to make an immediate purchase.
- Decision Uncertainty: Customers might add items to their cart as a way of bookmarking them for later consideration. If they're not sure about the purchase, they may abandon the cart.