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Quick Guide to Reducing Amazon Abandoned Cart Rates

MarketplaceOps September 4, 2020 0 Comments

Amazon Abandoned Cart: Is it Common?

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

Cart abandonment happens when customers look through products online, add them to cart, but don’t finish the checkout process which reduces their average conversion rate.

Let’s explore the reasons why this keeps occurring:

Reasons for an Amazon Abandoned Cart

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 are 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 from different angles.

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

The more you paint a physical picture for customers shopping online, the fewer chances of an Amazon abandoned cart occurring.

Learn more about creating a high-converting Amazon product listing in our free playbook here.

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 Amazon 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 millennials 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 Amazon cart abandonment, 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 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 when the overall price gets too high. You can be direct about all the additional costs and argue that you have faster delivery services or better features that are worth the 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 nationwide or 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 Amazon Abandoned Cart Rates

Person holding a card while shopping online using a laptop

1. Keep Consumers Interested

Properly formatted and straightforward listings are important for customers, considering our short attention spans when online shopping. While it’s great to provide eye-catching copy, a consumer will still prioritize honest information over flowery words.

Sellers must have a strong description of their product that includes info like dimensions, material, weight, etc. Moreover, It’s important that your customers know how your product benefits them and how it’s better vs. competitors.

Another important thing to include in your product listings is various pictures of your product. Ensure that your photos are high quality, show different angles of the product, and show the product in use (lifestyle images).

Give your customers as much visual aid as possible to prevent misconceptions 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 have abandoned their carts if they weren’t offered a discount.

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

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 satisfy consumers and ensure a faster sale.

Amazon Cart Abandonment vs. Browse Abandonment

Browse Abandonment is slightly different from Cart Abandonment. Browse abandonment refers to consumers visiting an eCommerce platform and viewing the products but never making a purchase. 

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

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 sales and reduce your Amazon abandoned cart rates.

Final Thoughts

Cart abandonment is a common issue amongst all business owners. However, sellers can take appropriate measures to reduce their Amazon abandoned cart rates. 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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