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Online Shopping-Carts The Cause Of Low Internet Sales

Study conducted by Vividence states that one reason online sales figures don't match the number of visitors to the site is because of frequent "abandonment" of the shopping carts. Online shopping websites have a "Shopping Cart" to track customer orders, similar to the ones the customer uses in the neighbourhood mall.


The problem as per this study is the high frequency of customers aborting the purchase-process from online shopping websites. As per the study, sales would increase by around 75% if the reason behind this customer behaviour is found and rectified. The company tracked the Web shopping experiences of 719 consumers to try to find why so many potential sales do not come to fruition.

The top five reasons for abandonment are not necessarily attributable to faults in the process. The most-frequently cited reason was, "high shipping prices," named by 72 percent of respondents, followed by, "comparison shopping or browsing" (61 percent), "changed mind" (56 percent), "saving item for later purchase" (51 percent), and "total cost of items is too high" (43 percent).


However, items six through 10 demonstrate consumer frustration. No. 6 is "checkout process is too long" (41 percent), "checkout requires too much personal information" (35 percent), "site requires registration before purchase" (34 percent), "site is unstable or unreliable" (31 percent), and "checkout process is confusing" (27 percent). According to Vividence, if Web retailers address issues with the checkout process or their Web sites, shopping cart abandonment rates drop by up to 25 percent.

Whatever be the reason, its time the online shopping sites also become as sensitive to customer needs as their offline competitors. With E-Commerce sales already having to face various psychological and technological problems, this would be the last thing that is desired.


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Courtesy: zdnet