A survey conducted by Opinion Box, titled "Cart Abandonment 2022", with more than 2000 consumers, revealed that 78% of respondents have the habit of abandoning a purchase when reaching the final stage, with the shipping cost being the main motivator of this practice known as cart abandonment

Ricardo Nazar, growth specialist, highlights that cart abandonment is a practice that is quite harmful to the entrepreneur. It is necessary to pay attention to this type of behavior so that well-defined strategies can be developed, after all, the customer went through all the stages of the purchase and did not complete it. What could have caused this?”, explain Nazar

The research also pointed out other reasons that lead to cart abandonment, like cheaper products on other sites (38%), discount coupon that doesn't work (35%), charges for unexpected services or fees (32%) and very long delivery time (29%)

Nazar suggests that a good technique to try to bring the customer back is direct contact. "Be it by email, "WhatsApp or SMS when offering a discount or advantage significantly increases the likelihood of a prospect completing the purchase", says the expert. This strategy is supported by the research numbers, that show 33% of respondents consider it "very likely" that the abandoned purchase will be completed in light of an offer made by the store

The research also investigated the factors that contribute to the purchase decision in an e-commerce. The biggest fear of consumers is being a victim of some kind of scam, with 56% of respondents prioritizing the reliability of the site. Other important aspects are lower prices (52%), promotions and offers (51%), previous purchase experience (21%), ease of navigation (21%) and variety of payment methods (21%)