Cart abandonment is one of the biggest challenges faced by Brazilian online stores. The dropout rate represents a significant loss of revenue and a waste of effort. Understanding the reasons behind this behavior is essential for creating effective recovery strategies and increasing conversions.
In Brazil, the cart abandonment rate in e-commerce can reach 82%, according to data from E-commerce Radar. One of the main reasons for this is theconsumer frustrationwith unexpected additional costs, such high freight or extra fees.
According to a survey by the Baymard Institute, 48% of customers abandon their cart due to final values being higher than expected. Furthermore, the delay in delivery is also a crucial factor. A survey by Yampi reveals that 36,5% of shopping carts are abandoned due to delays in delivery or production times.
Another recurring factor is thecomplexity at checkout. Long processes, the demand for many data or limited payment options discourages the consumer. According to data from SPC, 79% of Brazilians prefer to pay for their purchases in installments, and the lack of flexible alternatives can be a decisive reason for abandonment. Furthermore, 24% abandoned the cart because they were forced to create an account, according to the study by Baymard Institute.
Technical failuresalso have an important impact. Slow sites, loading errors or system issues are frequent sources of frustration, especially during peak demand periods. If the site is not prepared to handle a large volume of traffic, this not only drives the customer away at that moment, but also harms the brand perception for future purchases, alert Claudio Dias, CEO of Magis5, marketplace automation and integration hub.
To avoid these problems, platforms like Magis5 offer integration and automation solutions that ensure the scalability of e-commerce. By integrating your products into marketplaces like Magalu, Shein, Shoppe and Mercado Livre, retailers can rely on the necessary infrastructure and process automation for creating ads, inventory conference and issuance of invoices reduces the margin of error and speeds up operations.
Automated inventory management is an important differentiator. By ensuring the availability of products and speeding up the shipping, technology contributes to a better shopping experience and prevents customers from giving up due to the lack of the desired item. "After all, to have visibility, but not having enough stock to meet demand can tarnish the reputation just the same, says Claudio Dias.
According to the expert, an efficient system that constantly updates product availability and anticipates restocking is essential to ensure that customer expectations are met. And more: agility in shipping is also essential to build trust and have satisfied customers.
Furthermore, promotions and discount coupons can be the final push for the customer to complete the purchase, especially for items considered more personal or desirable. For the CEO of Magis5, these strategies not only increase sales, but also reduce marketing costs. To get an idea, emails with special offers sent after cart abandonment are highly effective in recovering sales, with open rates of 45% and conversion of 10%, according to the Baymard Institute.
Finally, clear and friendly return policies are essential to reassure customers. "When implementing these strategies", companies can turn their visitors into loyal customers and significantly increase their online revenue, concludes Days.
