How to Reduce Shopping Cart Abandonment for Your eCommerce Store

How to Reduce Shopping Cart Abandonment

Did you know that over 70% of the online buyers abandon their carts before completing a purchase? Surprisingly, that’s a big number and a costly one for eCommerce businesses worldwide.

Whether you are running a Shopify dropshipping store or a custom WooCommerce platform, there are high chances that you have already felt the pain of cart and checkout abandonment. However, we have good news - there are actionable strategies which can help you reduce checkout abandonment and reclaim the lost sales.

This guide will give you the blueprint of just doing that.

We will break down the real checkout abandonment reasons, from unexpected shipping costs to limited payment options and clunky checkout flows. We will also talk about how to reduce shopping cart abandonment by fixing the exact pain points that drive customers away.

We will also give you the formula to calculate your average checkout abandonment rate, compare one-step checkout vs multi-step checkout, and choose from the best payment gateways for eCommerce, personalized to platforms like Shopify and WooCommerce.

If your aim is to develop a frictionless customer experience and boost conversions, consult an eCommerce development company to help you do so.

Let’s get into the details of how to fix the leaks in your funnel and turn more visitors into buyers.

By the end, you will have a perfect game plan to stop the leaks in your sales funnel and increase eCommerce conversions effectively.

What is Shopping Cart Abandonment and Why Does it Matter?

Shopping cart abandonment happens when a customer adds one or more products to their eCommerce cart but exits the website without completing the purchase. Whether at the cart or during the final steps of the checkout, this drop-off is one of the most common and frustrating issues in eCommerce.

But there are more nuances to it than most businesses actually know. There are two key types of eCommerce abandonment:

• Shopping Cart Abandonment: When the users add items to the cart but leave the website without moving to the checkout process.

• Checkout Abandonment: When users reach the checkout page, input their information fully or partially, but do not finish the transaction.

Both are crucial factors to monitor because they put an impact on your sales, advertising ROI, and overall eCommerce performance. Understanding the difference helps you better where in the funnel you are losing the potential customers, and implement targeted fixes to reduce checkout abandonment effectively.

Let’s know how to measure this cart abandonment drop-off.

How Do I Calculate the Shopping Cart Abandonment Rate?

To take action, you first need to quantify the problem. Calculating your shopping cart abandonment rate is simple and can help you benchmark your store’s performance.

Formula to Calculate Shopping Cart Abandonment:

Tracking this metric regularly helps you spot patterns and test which strategies, such as guest checkout, better gateway for eCommerce, or improved mobile UX, actually move the needle.

Now, let’s explore what’s really driving people to abandon their carts in the first place.

Checkout Abandonment Reasons You Should Never Ignore

Before fixing the cart and checkout issues, you need to understand why people abandon the checkout page. Below are the most common checkout abandonment reason, along with their prevention tips

1. Unexpected Shipping Costs or Hidden Costs

You have probably experienced this as a shopper yourself, you add an item to your cart thinking that it costs Rs.999, only to see Rs.1399 at the checkout stage due to taxes, delivery charges, or handling charge.

This pricing hike is one of the top reasons users abandon their carts. According to the Baymard Institute, nearly 49% of users cite “extra costs” as their primary reason for not completing a purchase.

Clearly display all the associated costs early in the buying journey, including estimated shipping fees and taxes, ideally on the product page or cart preview. This transparency helps reduce cart abandonment significantly.

2. Forced Account Creation

Customers are in a hurry. Forcing them to create an account during the checkout feels like asking them to fill out a form before buying groceries. This extra step introduces friction, especially for first-time buyers who may not be ready to commit long-term.

Always offer guest checkout. It is one of the simplest and most effective ways to reduce checkout abandonment without changing your tech stack. You can ask for account creation after purchase, once the trust is established.

3. Long or Complicated Checkout Process

Too many steps. Too many form fields. Too many questions.

If your checkout feels like an obstacle course, your customers will drop off midway. Every additional click is an opportunity for distraction, doubt, or decision fatigue.

• Remove unnecessary fields (e.g., asking for a fax number in 2025)
• Use auto-fill where possible. 
• Test one step checkout vs multi-step checkout flows 

In short, intuitive checkout = higher conversions.

4. Lack of Trust or Payment Security Signals 

Trust is non-negotiable when it comes to online payments.

If your website looks even slightly unprofessional or lacks visible signs of security, customers may fear credit card fraud or identity theft.

• Use SSL encryption (HTTPS)
• Display trust badges (Norton, McAfee, Verified by Visa, etc.)
• Show logos of trusted payment gateways for eCommerce
• Add social proof like testimonials or reviews near the “Place Order” button.

5. Limited or Inflexible Payment Options

Modern shoppers expect flexibility. Offering only one or two payment methods alienates those who prefer mobile wallets, BNPL (Buy Now Pay Later), or even UPI.

• Integrate the most popular payment gateways like Stripe, Razorpay, PayPal, and Paytm
• Use local and international options 
• Match payment preferences based on geography and audience

This approach not only boosts trust but also helps reduce shopping cart abandonment for international customers.

6. Unclear Return, Refund, or Cancellation Policies 

Customers want the safety net of being able to return or exchange items easily. If your policy is hard to find, uses complicated legal language, or makes the process sound like a hassle, customers will bounce.

Place return/refund policy links within the checkout page. Keep the language clear, simple, and reassuring (e.g., 30-day hassle-free returns).

7. Slow Website or Technical Glitches 

Page takes 4+ seconds to load? Button doesn't work on mobile? Form resets when users go back?

Each of these glitches can destroy your conversion rate. The average user expects pages to load in under 3 seconds. Anything longer increases bounce rates, especially on checkout pages.

• Compress images and use CDN
• Eliminate heavy scripts on checkout pages 
• Monitor performance with tools like Google PageSpeed or GTMetrix

Fixing speed and bugs is one of the fastest ways to reduce checkout abandonment.

8. Poor Mobile Checkout Experience

If your checkout is not optimized for mobile, your revenue is leaking. With over 60% of eCommerce traffic coming from mobile devices, poor mobile UX (zooming, hard-to-tap buttons, misaligned fields) leads to mass drop-offs.

• Make buttons large and clickable 
• Use input types like “number” or “email” for faster typing
• Optimize for thumb reach and scrolling behavior
• Test checkout across devices and screen sizes

9. No Progress Indicators

When users don’t know how many steps are left in the process, they get anxious. Long, undefined checkouts feel never ending, and that leads to exits.

• Add progress bars or step indicators (“Step 2 of 3”)
• This gives users clarity and encourages them to complete the flow 
• Especially important in multi-step checkout processes.

How to Reduce Shopping Cart Abandonment - 15 Effective Solutions 

Shopping cart abandonment is one of the biggest challenges in eCommerce. But with the right strategies in place, you can reverse the trend and significantly increase your conversions. Below are 15 highly effective tactics that not only reduce checkout abandonment, but also build trust and improve user experience.

1. Offer Guest Check Out

>Many first-time visitors simply want to buy and leave. Forcing them to register or create an account often causes hesitation, especially if they are in a hurry or shopping on mobile.

Guest checkout removes friction. It respects your customer’s time and intent.

• Let users complete the checkout without signing up. 
• Offer account creation after the purchase with added benefits like order tracking or faster future checkouts. 

Bonus Tip: This alone cuts your shopping cart abandonment rate by up to 30%.

2. Use a One-Page Checkout

A one step checkout displays all fields like billing, shipping, and payment on a single screen, unlike a multi-page process that can overwhelm users.

One-Page Checkout process reduces the number of clicks and perceived complexity. Customers can complete purchases faster with fewer distractions.

SEO Win: Include a section of one-page vs multi-step checkout comparison to guide customers in choosing the optimal user flow.

3. Be Transparent with Pricing

One of the top checkout abandonment reasons is unexpected charges appearing during checkout - shipping fees, taxes, or handling costs that were not clearly shown earlier.

When users feel tricked or surprised, they lose trust. Transparent pricing sets the right expectations.

• Display estimated shipping on product pages.
• Use a shipping calculator or location-based delivery estimation. 
• Clearly outline all extra costs before users hit “Checkout”. 

4. Use Exit-Intent Popups

When a customer shows signs of leaving, like moving their mouse toward the browser close button, an exit-intent popup can appear with a last-minute offer.

It gives them a reason to stay, like a limited-time discount or free shipping.

Pro Tip: Make it personalized: “Still thinking it over? Here 1-% off to help you decide.”

5. Display Trust Seals and Security Badges

Customers worry about credit card fraud, especially on unfamiliar sites. Visible payment gateway logos, SSL seals, and secure checkout badges help reassure them.

Trust = conversions. A secure checkout builds confidence.

• Display SSL certificate badges.
• Add logos of trusted payment gateways like PayPal, Stripe, Razorpay, or Apple Pay. 
• Mention encrypted transactions and privacy protection. 

6. Simplify Form Fields

Too many input fields make checkout feel like a chore. Lengthy forms are one of the top reasons for high checkout abandonment rates.

Fewer fields = faster checkout = fewer drop-offs.

• Use auto-fill for address and payment fields. 
• Group related information (e.g., billing and shipping).
• Remove optional or unnecessary inputs. 

7. Optimal Checkout for Mobile Devices

With over 60% of eCommerce traffic coming from smartphones, a mobile-optimized checkout is essential.

Tiny buttons, slow loading, and non-responsive layouts frustrate mobile users, leading to abandoned carts.

• Use large, tappable buttons.
• Ensure your checkout fits on all screen sizes.
• Reduce form fields and use mobile-friendly payment gateways like UPI, Google Pay, or Apple Pay.

8. Send Abandoned Cart Emails

Not all hope is lost when a user leaves mid-purchase. Cart abandonment emails help bring them back.

Automated follow-ups keep your product fresh in their mind. These emails convert up to 10-15% of users.

• Product image
• Reminder of the item(s)
• A subtle nudge: “Still thinking it over?”
• Bonus: Add a limited-time discount to sweeten the deal

9. Provide Multiple Payment Gateways

Different users prefer different payment methods. Limiting choices means limiting revenue.

Giving buyers more payment gateway options prevents drop-offs at the final step.

• What is best payment gateway for eCommerce - PayPal, Stripe, Razorpay, PayU
• For WooCommerce site development - WooPayments, Stripe, Razorpay 
• For Shopify dropshipping - Shopify Payments, PayPal, 2Checkout
• Local wallets - Google Pay, PhonePe, Apple Pay

SEO Tip: Mention best payment gateway for WooCommerce or best payment gateway for Shopify dropshipping naturally within the section.

10. Add Progress Indicators

When users cannot tell how many steps are left in the checkout process, they get anxious or impatient.

Progress bars or step indicators give a sense of control or completion.

• Use labels like “Step 1 of 3: Shipping Info”.
• Highlight completed steps visually.
• Make navigation between steps easy.

11. Use Social Proof

Even in checkout, trust matters. Add customer testimonials, reviews, or “X sold in the last 24 hours” tags to create urgency and trust.

People are more likely to buy when they see others doing it too.

• John from NY just bought this!
• 5 people added this to their cart in the last hour.

12. Offer Flexible Return and Refund Policies

A customer on the fence will feel safer if they know they can return the item easily.

It reduces the perceived risk of making a purchase.

• 30-day hassle-free returns.
• 100% money-back guarantee.
• Link to full return/refund policy right at the checkout. 

13. Enable Save Cart or Wishlist Features

Sometimes users want to but later. If your store doesn’t let them save their cart or wishlist, they may forget and move on.

It keeps the purchase intent alive and gives you a chance to remarket.

Bonus Tip: Use browser cookies to restore abandoned carts when users return.

14. Use Remarketing Ads

Even after abandonment, you can reach out via Google Ads, Meta (Facebook/Instagram), or email with remarketing campaigns.

These users have already shown interest. A small nudge can bring them back.

• Show the exact product they viewed
• Offer a time-sensitive discount
• Use “You left something behind” headlines. 

15. Offer Real-Time Support on Checkout Pages

Live chat support (or even AI chatbots) placed strategically during checkout can help resolve confusion or hesitation, fast.

If users get stuck or have a question, they can get instant help instead of dropping off.

• Have questions? Chat with us before you pay.
• Need help selecting a payment method?

Each of these 15 solutions, when implemented properly, can significantly reduce shopping cart abandonment and lift your revenue without increasing ad spend.

Next, let’s help you calculate your current abandonment rate, so you know exactly where you stand and how much you can gain by fixing the leaks.

Tools to Help You Track the Checkout Abandonment Rate

• Google Analytics Enhanced eCommerce: Monitor cart activity, checkout steps, drop-offs, and conversions. 

• Shopify Analytics or WooCommerce Report: Built-in dashboards show abandoned checkouts and recovery performance. 

• Hotjar/Microsoft Clarity: Use heatmaps and session recordings to see where users are dropping off in real time. 

Once you know your average checkout abandonment rate, you can:

• Set benchmarks for improvement 
• Measure the success of optimization strategies 
• Personalize retargeting campaigns more effectively.

Marketing Techniques to Combat Cart Abandonment

Even with a perfectly optimized checkout flow, some users will still abandon their carts. That is where smart, data-driven marketing techniques come in, helping you recover lost revenue and bring customers back.

Here is how you can turn abandoned carts into completed sales:

1. Cart Abandonment Emails (Email Remarketing)

A gentle reminder with the right messaging can rekindle purchase intent.

• Timing is key: Send the first email within 1-2 hours of abandonment 
• Include visuals of abandoned products to re-engage memory. 
• Add urgency: “Your cart will expire soon!” or “Items added to your cart are almost gone!”
• Offer a small discount in the second or third email to seal the deal.

Example subject lines:

• Oops! You left something behind in the cart
• Still thinking it over? Here's 10% off.

2. Retargeting Ads (Meta, Google, Display Networks)

Retargeting ads remind cart abandoners of what they are missing as they browse other websites or social platforms.

• Use Facebook Pixel or Google Ads conversion tracking.
• Create custom audiences for cart abandoners. 
• Show the exact product they added to their cart - with limited-time offers or reviews to boost confidence. 

Pro Tip: Use dynamic product ads for higher CTR and personalization.

3. SMS Remarketing

Text messages have a 98% open rate. They are fast, direct, and great for creating urgency.

• After users enter their number during checkout but don’t convert.
• Offer a discount or limited-time deal. 

“Hey [Name], don’t forget the items in your cart! Complete your order now and get FREE shipping.”

4. Push Notifications

Browser or app-based notifications instantly reach customers, even if they are not on your website.

• Remind users of items left in their cart.
• Send exclusive offers or restock alerts.
• Prompt them with FOMO messages like “Only 2 left!” 

5. Live Chat + Exit Intent Offers

Real-time interaction clears doubts, while exit offers grab attention before they leave.

• A chatbot that answers “Where’s my discount code?” or “What’s your return policy?”
• An exit popup offering 10% off or free shipping if they complete their checkout now. 

6. Email Segmentation & Personalization

Generic messages do not convert. Personalized cart recovery emails (with product names, images, and usernames) feel more relevant and trusted.

• First-time shoppers 
• Repeat customers 
• High cart value users 
• Seasonal or holiday shoppers

Tip: For high-value abandoners, offer special loyalty perks or bundle deals.

7. Incentivize Return with Loyalty Programs

People are more likely to return when they know they will earn something.

• Reward points for cart recovery and purchase 
• Invite them to join your VIP program 
• Offer double points for checkout within the next 24 hours

8. Use A/B Testing for Campaigns 

Optimization never ends. A/B testing your cart abandonment campaigns helps you discover which messages, creatives, or timing drive the most conversions.

• Subject lines
• Discount percentage 
• Email timing (1 hour vs 4 hours) 
• CTA button colors or text 

All these marketing techniques work best when your site is already optimized, meaning fast loading, mobile-friendly design, and a seamless checkout flow.

Optimize Your Store to Reduce Shopping Cart Abandonment 

Fixing cart abandonment is not just about what you say, it is about how your store works. A smooth, secure, and frictionless shopping experience encourages users to complete their purchase confidently. Below is how to optimize your eCommerce store for maximum conversions:

1. Speed Up Your Site (Especially on Mobile)

Why it Matters: A delay of even 1 second in the page load time can reduce conversions by 7%.

• Compress product images and use lazy loading 
• Use fast hosting and a CDN (Content Delivery Network)
• Minimize redirects and remove unnecessary scripts

Tools to help: Google PageSpeed Insights, GTmetrix, or Lighthouse

2. Simplify the Checkout Flow

Why it Matters: A long or confusing checkout process is one of the top checkout abandonment reasons.

• Reduce the number of steps and form fields
• Show a progress indicator (e.g., 1 of 3 steps)
• Use inline validation for smoother form filling

Consider a one-step checkout design if you are using WooCommerce or Shopify, it often leads to better comparison rates.

3. Make Your Checkout Mobile-Friendly

With over 60% of shoppers using smartphones, your checkout must be mobile-first.

• Use large buttons and tap-friendly input fields
• Autofill addresses using Google APIs 
• Avoid pop-ups or dropdowns that are hard to navigate on smaller screens

Mobile UX matters more than ever when reducing shopping cart abandonment. Hire eCommerce developers having proficiency in developing mobile-friendly and high-performing eCommerce websites.

4. Offer the Best Payment Methods for eCommerce

Give your shoppers payment flexibility. The more options they have, the more likely they are to complete their purchase.

• Credit/Debit Cards 
• UPI(India), PayPal, Apple Pay, Google Pay
• Buy Now, Pay Later (e.g., Klarna, AfterPay)P
• International cards and currency options

Also, use the most popular payment gateways with PCI compliance like Stripe, Razorpay, PayPal, and Cashfree.

Choose the best payment gateway for WooCommerce or Shopify development based on your customer base.

5. Build Trust During Checkout

Customers will abandon their cart if they are unsure about security, return policies, or customer support.

• SSL certificate with HTTPS
• Logos of secure payment methods 
• Clear privacy and refund policy links 
• Customer reviews on the checkout page 

6. Save the Cart Progress Automatically

Sometimes customers just need more time, so don't make them start over.

• Persistent cart functionality across devices 
• Logged-in user carts that don’t expire
• Cart recovery via email or SMS

7. Add Exit-Intent Offers and Free Shipping Thresholds

Offer last-minute incentives when users try to leave:

• Get 10% Off - Complete Your Order Now!
• Spend $5 more for Free Shipping!

This simplest psychological nudge often reduces checkout abandonment significantly.

8. Offer Clear Shipping and Return Policies

Don’t let uncertainty stop a sale.

• Display estimated delivery dates on product and cart pages.
• Make your return policy easy to understand.
• Offer live chat for last-minute queries.

9. Guest Checkout is a Must

Don’t force users to register before buying. Guest checkout reduces friction and improves conversion rates, especially for new users.

10. A/B Test Your Checkout Design

Use tools like Google Optimize VWO to test:

• One-step vs multi-page checkout comparison
• Button placements and CTA colors 
• Trust badge locations  
• Payment method default selection 

Remember: what works for one store may not work for another, keep testing.

By optimizing both your checkout experience and your store infrastructure, you can create a user journey that leads to more completed purchases and fewer lost carts.

Final Thoughts: Reduce Shopping Cart Abandonment, Boost Revenue

Shopping cart abandonment may seem inevitable, but it can be fixed. By understanding the reasons for checkout abandonment, from unexpected costs to complex payment processes, you can build a user-centric, high-performing store that minimizes drop-offs.

Whether it is through site optimization, cart recovery emails, offering the best payment methods for eCommerce, or redefining your one step checkout experience, each improvement you make brings you closer to a more seamless customer journey.

Remember, even a 1% drop in your average checkout abandonment rate can translate into thousands of dollars in the recovered sales.

Ready to Reduce Shopping Cart Abandonment for Your Store?

WEDOWEBAPPS, an eCommerce web development company, specializes in crafting conversion-optimized eCommerce solutions personalized for your business, whether you run a Shopify store, WooCommerce site, or a custom-built eCommerce platform.

Below is what we can help you with:

• Optimizing one-page vs multi-step checkout 
• Integrating the best payment gateways for eCommerce (Stripe, Razorpay, PayPal, and more)
• Redesigning UX/UI to reduce checkout abandonment
• Implementing powerful remarketing and cart recovery flows 

Need to know what payment gateway in eCommerce or which is the best payment gateway for Shopify dropshipping? Our experts will guide you every step of the way.