New York SBDC Research Network

From eMarketer : Shopping on your mobile device isn’t always a smooth process. In fact, a new survey finds that many digital shoppers have a difficult time placing orders via mobile, resulting in an abandoned cart. A study from Addressy polled digital buyers in the US, UK and Germany, and found that nearly four in 10 respondents had issues entering their personal details when trying to complete a purchase on their mobile phone, which caused them to desert their cart. Entering personal details is just one of several problems digital shoppers face. Some 35% of respondents said the screen wasn't big enough to see what they were typing, and more than a quarter had issues entering their order accurately. What's more, one-third said they lost the connection, which resulted in a loss of interest in that product. But it isn't always a poor mobile experience that results in an abandoned cart.

From eMarketer Cart abandonment is a major concern for online retailers, and according to new research, shipping costs and overall price are the two major factors that are causing digital shoppers to abandon their items. According to a Q4 2016 study from FuturePay, which asked consumers about their top reasons for cart abandonment, 86% of respondents said "cost of shipping," while 72% said that the "cost of order became too expensive." Other reasons such as "hassle of return," "lack of payment options," and "security concerns" had much less of an influence on shoppers. Another study done in August 2016 by Market Track also found that shipping and price were critical to completing digital purchases.