According to 2023 data from the Baymard Institute, the average shopping cart checkout abandonment rate is 70.19%.
7 out of 10 eShoppers, therefore, do not complete their online purchases after reaching the final stage of the shopping process: checkout.
Why eShoppers opt for abandonment at shopping cart checkout
But why would a user opt for abandonment at checkout after meticulously selecting products to put in the shopping cart? There are several reasons for this.
Many users simply “browse” through various eCommerce sites comparing products and prices in search of the one that best suits their needs. All of us will have happened more than once to save a product in the shopping cart before abandoning the idea of buying it or preferring another one available on another online store.
However, factors related to logistics also often determine abandonment at the shopping cart checkout.
Abandonment at checkout: the role of logistics
Also according to data collected by the Baymard Institute, 48 percent of users opt to abandon at checkout products placed in their shopping carts after rating shipping costs as too high. On the other hand, 22 percent of eShoppers opt out of online purchasing because of shipping times that are deemed too slow.
If you’re interested in finding out all the reasons why users opt for abandonment at checkout, also read our in-depth article “Why do eShoppers abandon at checkout?”
How much does abandonment cost at checkout
But how much does it cost an online store for eShoppers to abandon at checkout?
While for a physical store a customer abandoning a product while standing in the checkout or fitting room line may not be a big problem, it is different for online stores.
In fact, according to a recent survey commissioned by Google Cloud and conducted by Harris Poll, online shopping cart abandonment at checkout costs digital retailers more than $2 trillion, or more than €69 billion per year in Italy alone.
How to avoid abandonment at checkout and reduce costs
To limit the number of abandonments at the shopping cart checkout, in addition to following some best practices that will allow you to increase conversions, it is essential to offer your customers an efficient, cost-effective and quick logistics service.
How? Through the technological support of GEL Proximity.
Alternative deliveries and returns at Locker and Collection Points to reduce abandonment rate at checkout
To reduce your online store’s checkout abandonment rate, you can offer your customers the option of picking up their online orders or making a return at a Locker or Pickup Point.
In fact, this solution, in addition to guaranteeing 100 percent of deliveries by offering more flexibility to the customer who can choose where and when he or she prefers to pick up or return a package, also allows you to cut down on the costs associated with deliveries, a cause of abandonment at checkout for 48 percent of users.
As recently revealed by the B2c eCommerce Observatory of the Politecnico di Milano, in fact, comparing Home Delivery and Out Of Home in an urban context and in a more rural context shows thatthanks to Parcel Lockers it is possible to save in terms of euros per delivery up to 60% in the case of an urban context and up to 65% in the case of a more rural context.
Offering your customers more logistical options for pickup and return of online orders will therefore increase order conversions at your store’s checkout, while also optimizing overall shipping costs and improving your customers’ customer experience.
How to integrate Locker and Collection Points to your eCommerce
Gel Proximity is the world’s first technology that places Last Mile Logistics at the center of the purchasing process, directly managing the relationship between checkout and the Proximity solution chosen for the pickup or return of a package.
With GEL Proximity you can then integrate more than 125,000 already active Pickup Points and Lockers nationwide and internationally to your online store.
To find out more, see all our services or schedule an appointment with us.
