57% of Aussies abandon online shopping cart

Often due to shipping costs.

Australian consumers have a high tendency to abandon virtual shopping carts, with 57% discarding their carts sometimes or all the time, according to findings from the SAP Consumer Propensity Study.

The research found that Australians are also price-savvy, with 60% of Australian consumers abandoning their shopping chart due to shipping costs and 46% using online carts as a way to compare prices with other brands and websites.

The global survey, which included 1,000 Australian participants, asked online consumers about their shopping preferences and motivation to complete a purchase. The results revealed that while prices are the main driver, with 53% of Australian consumers indicating that discounts and promotions succeed in nudging them to complete a purchase, they also want a personalised shopping experience.

Just under a third (32%) are encouraged to buy when multiple purchase deals are offered, and 31% are motivated when the retailer provides quick responses to their queries on the item.

“Consumer behaviour at the checkout stage, including items selected and discarded, navigation steps, time spent to complete specific actions, the precise point of abandonment, amongst other factors, provide valuable insight into ways the retailer can boost customer engagement and increase conversion.”

The majority (57%) of respondents identified easy exchange and return services as the biggest demand from consumers, followed by comparison tools to check prices and specifications (51%) and a physical store where they can try and buy (42%).

“The findings show that customers want the basics done right and are willing to move on to other brands if they aren’t receiving the best experience possible. Today’s customers are taking charge of the relationship they have with brands. The results point toward a deeper ask for engaging buying experiences tailored to customers’ individual needs and lifestyles, which extends to ongoing service and support,” she said.

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