The scenario is common, and discouraging for those who sell online: the buyer chooses a product, clicks, adds it to the shopping cart and… gives up on the idea. Statistics show that this happens in almost 70% of cases.For stores that sell on the internet, the concept of shopping cart (or basket) abandonment is fundamental. Focusing on improving this statistic is one of the most direct and effective ways to improve your results.In this article, we will explore the main reasons that lead people to abandon their purchase, and the best strategies to adopt.1 – Additional costsWe begin with an unavoidable point: the additional costs shown in the final bill – usually, shipping costs. Unpleasant surprises in the price, presented at the last moment, are heavily penalized.One of the important things to do is to be transparent throughout the purchasing process and across the entire website, and not just at the final stage. Disappointment is lessened if the expected amounts are shown right from the start.For small purchases, it can be difficult for the shipping fees not to make a big difference in the price, proportionally. The solution here may be to offer shipping costs only for purchases above a certain amount. This approach encourages the buyer to make a larger purchase, resulting in a benefit for both parties.Finally, ideally, transport costs should also be reduced. InPost specializes in a non-home delivery strategy that offers several advantages, not only in terms of costs, but also convenience for the customer and environmental sustainability. You can find out more about these advantages on our website and on this blog.2 – Lack of clarity in the calculation of final costsIt is important for buyers to know how much and what they are paying for. Make sure your customers feel in control of the purchase, being transparent and detailed with all information related to prices, both during the purchase and at checkout.3 – Lack of trustMany people feel reluctant to provide their payment information to an online store. This is one of the reasons why it is essential to build a website with a competent look and always convey an impression of professionalism. Websites with inconsistencies, errors, etc., contribute to an image of lack of seriousness.Another point regarding payments is the lack of options. Of course, if possible, you should make sure that the payment option preferred by the customer is available. 4 – Delivery delaysDelivery times longer than expected can cause cart abandonment. As with the first point, it is important to be transparent and convey all relevant information before checkout, so that this does not come as a surprise.And once again, the InPost strategy is an added advantage, since non-home deliveries allow for a faster transport process.5 – Account creationThis is a critical factor that cannot be underestimated. Many people change their minds at the moment of creating an account. They do not want to deal with the hassle of the process.Therefore, offer the option of guest checkout, or a simplified one.6 – Long or confusing checkoutThis point clearly parallels the previous one. The buyer should take as few clicks as possible to reach the purchase confirmation page.Simplify everything and eliminate superfluous elements. A quick and easy checkout has proven results in improving performance.7 – Errors and issues on the websiteUnless your customers report the problem, it may not always be easy to notice technical problems that are affecting the website's operation or creating obstacles to purchases.Therefore, always stay vigilant.8 – Return policyThe return policy is one of the most important factors in digital commerce. We have already addressed this issue in another article and we will reiterate the key recommendations: establish a clear, transparent, and simple returns policy.A large proportion of people consult the returns policy before buying online, and abandon the purchase if they find it unclear or unsatisfactory.Here too, the InPost strategy is advantageous, facilitating returns through the use of Pack Points.9 – “Just browsing”Of course, some people may be browsing items without any serious intention of buying. This happens with a frequency proportional to the item's price, which is not surprising: we will hesitate more before buying a car than before ordering a coffee machine.Many of the people in this group will abandon the cart regardless of your efforts. It is always worth remembering, however, that trying to create a sense of urgency in your ads may help convince some undecided buyers.10 – RemindersEmail messages reminding the customer of the abandoned shopping cart are often effective. Additionally, campaigns with more than one email are even more so. Create campaigns of 3 to 5 messages, with a certain amount of time between them, reminding the customer of the purchase they abandoned.