“Decoding E-Commerce Drop-offs: Behavioural Insights into Online Shopping Cart Abandonment”

Abstract

Online shopping has revolutionized retail by providing consumers with convenience, access to a wide range of products, and the flexibility to shop anytime and anywhere. However, online shopping cart abandonment (OSCA) remains a critical challenge, resulting in significant revenue loss and reduced marketing effectiveness for e-commerce businesses. This study investigates the relationship between perceived lower price and hesitation to checkout, alongside other contributing factors such as perceived transaction inconvenience and the decision to buy from land-based retailers. It examines how consumers’ expectations of finding lower prices, concerns about complex checkout processes, and preferences for physical retail experiences influence their likelihood of abandoning online carts. The research explores the psychological and behavioural mechanisms underlying these factors, identifying key points where hesitation occurs and how it leads to abandonment. Findings aim to provide actionable insights for online retailers, emphasizing strategies such as simplifying the checkout process, enhancing security and usability, integrating online and offline experiences, and implementing targeted recovery measures. By addressing the factors driving OSCA, e-commerce businesses can improve customer satisfaction, optimize conversion rates, and strengthen profitability in a competitive digital marketplace.