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A Quick Guide to Cart Abandonment for Amazon Sellers

MarketplaceOps September 4, 2020 0 Comments

Should You Worry About Cart Abandonment?

Cart abandonment is more common than you think. The average eCommerce store loses about 75% of their sales to digital cart abandonment. 

Consumers look through the products on digital stores, select the ones they like, even add it to their cart, but often they do not go through with the checkout process. 

Reasons for Cart Abandonment on Amazon

1. Lack of Product Details

Since the consumer can’t have a look at the product physically, it’s your responsibility as a seller to satisfy their apprehensions. Customers can be easily driven away by a lack of pertinent information such as product size, color, material, and weight, and images that fail to show your product in different angles.

Even if you offer great pricing and exclusive deals, sellers can be dismayed when they receive a product that’s not up to their expectations.

2. Lack of Trust

Consumers can still be hesitant about giving out their personal and financial data with payment security concerns making up 13% of cart abandonment issues.

A good shopping experience is enough to build trust between you and your consumers. Poor and unresponsive customer service, hidden charges, or fallacious and inaccurate product descriptions are enough to tick off your customer.

Moreover, product reviews, FAQs section for your product, and contact details and location of the retailer are also some trust factors.

Remember to be transparent with your customers and use good reviews and testimonials to show first-time buyers that your brand is trustworthy.

3. Window Shopping

Studies show that millenials are the most passionate online shoppers, but can spend most of their time just searching for the products. In a survey, 37% of the respondents gave ‘window shopping’ as their reason for cart abandonment. 

To avoid this, one can create a sense of urgency by offering limited-time discounts, freebies, and even free shipping – as millennials wouldn’t want to miss out on a great, money-saving deal.

4. Multi-Screen Culture

People are now available on multiple devices at the same time. They use phones while watching television, or using a PC. This means that the attention of consumers is divided, and thus they have short attention spans. 

As tempting as it sounds to offer more upsell offers to your tech-savvy consumers, it should be kept in mind that too much distraction can result in cart abandonment. 

We have seen that mobile shopping carts are abandoned at the rate of 85.65%, whereas desktop is at a 73% ditch rate. Although high, it is still the lowest percentage among all touchpoints.

5. Non-Competitive Prices

One thing that came with online shopping is an easy price comparison. As a seller, we know that generating revenue is a priority for you but higher prices will not do you any good. 

You should keep in mind that consumers will not hesitate to choose your competitor’s product, for even a difference of a penny in the cost. They will move to where they are offered a better price. 

In addition, shoppers tend to abandon their carts even when the overall price gets too high. This includes taxes and other charges. You can be direct about all the additional costs and argue that you have faster delivery services or better features worth the long-term investment.

6. Limited Delivery Locations

Limited delivery locations can hamper your number of sales. With eCommerce, you are now essentially working in the global economy. This means you will have to introduce a worldwide shipping facility for your business.

If you sell within the local range, it would be best to avail of the services of a 3rd party logistics company that has wide serviceability and reasonable rates. If there’s anything worse than finding out a product you really wanted can’t be delivered to your location, it’s seeing the extraordinarily high shipping costs to deliver just one or a few products.

7. Shipping Charges

Nothing drives customers away like shipping charges. Most Amazon users expect free shipping from sellers. They will not hesitate to move over to your competitors if they are being offered free shipping. 

We found out that 60% of the consumers would not have made their recent purchase if they were to pay shipping charges. While this concept is still debated upon by many Amazon sellers, it has been reported that free shipping improves sales. 55% of the consumers tend to leave the transaction when asked to pay extra delivery costs. 

More Tips on Reducing Cart Abandonment

Person holding a card while shopping online using a laptop

1. Keep Consumers Interested

Proper product listings and accurate, straight forward descriptions are important for customers, especially considering our shorter attention spans when shopping online. As much as it is great to provide eye-catching copy, a consumer will always prioritize honest information over creative, flowery words.

Sellers must have a strong description with their product that includes its features such as dimensions, material, weight, etc. Moreover, It’s important that your customers know how your product solves a personal problem for them, how it benefits them, and how it’s better vs. similar products in the market.

Another important thing to include in your product listings are various pictures of your product. Ensure that your photos are high quality, shows different angles of the product, and shows the product in use (lifestyle images). Give your customers as much visual aid as possible to prevent misconceptions and manage expectations upon their receipt of the product. This also helps to prevent negative reviews in the future.

2. Include Discount Options

57% of online coupon users claimed that they would not have gone through with the transaction if they weren’t offered the discount.

As an Amazon seller, take advantage of Amazon’s in-built promotional tools to increase sales. Amazon sellers can offer virtual coupons to their shoppers wherein they can give either a percentage or a dollar amount off to their customers.

Additionally, Amazon has made “Vendor Powered Coupons” available to its sellers. Since these coupons are valid for a short period of time, they create a sense of urgency and motivate shoppers to make their purchase ASAP.

3. Engage with Customers

Customer service and community engagement is an important part in the sales process. Not only do consumers develop a bond of trust with your brand but it also turns many window-shoppers into regular, loyal customers.

If you are responsive and provide valuable answers to queries, you not only satisfy consumers but ensure a faster sale.Note that Amazon takes into consideration your response time. Therefore, it’s best to reply to buyers’ inquiries within the day. This will reflect well on your brand profile and will reduce the chances of your prospective customer looking into other brands.

Cart Abandonment vs. Browse Abandonment

Browse Abandonment is slightly different from Cart Abandonment. Browse abandonment refers to consumers visiting an eCommerce platform, going through categories, previewing the products but never making the purchase. 

Unlike cart abandonment, consumers never place their items in the carts. Thus, we can say that browse abandonment is a type of immature car abandonment in which the consumer backs out earlier than usual.

Although the consumers do not go through with the checkout process in both cases, they do show an interest in the products. Strategies could be devised for well-liked items among consumers to accelerate their sales.

Final Thoughts

Cart abandonment is an unavoidable issue. However, Amazon sellers can always take appropriate measures to reduce it. Impatience, confusion, caution, and indecisiveness are the sentiments that trigger card abandonment.

To successfully target this issue, sellers need to turn these negative emotions of the buyer into confidence, trust, security, and excitement. Remember that simply posting your product online and stamping on a price aren’t enough. Customers look for the full shopping experience online just as they would in physical stores.

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