Did you know that the average abandonment rate is almost 68%? This means that for every 100 visitors, 68 people are leaving their carts. It’s like walking into a supermarket with filled carts everywhere, abandoned near the checkout. We’ve listed the most common shipping issues that lead to shopping cart abandonment and what can be done to fix it.


#1 Excessive Shipping Charges

Regardless of the size of your ecommerce business or whatever the niche, you’re going to have to ship something to your customers. Shipping costs aren’t cheap and it’s one of the most complained about by online shoppers. Here are ways to urge them to proceed to checkout.

  • Offer Free Shipping – A recent NRF survey found that 75 percent of consumers expect free delivery of items they buy online. Free shipping would also make them shop more often. This strategy works best for items that sell at a high retail markup. Most customers won’t really notice the price increase of a product as long as it has free shipping.
  • Free Shipping Sometimes – According to survey, 93% of shoppers will take action to qualify for free shipping. If you can’t afford to offer free shipping for every order, you can do it in certain circumstances. For instance, you can make shipping free for people enrolled in your loyalty program. This will encourage customers to order from your store continuously. You could also try offering free shipping on certain products. Or, eliminate shipping on orders over a certain dollar amount.
  • Flat Rates – Flat rate shipping allows you to save money since you’re not having to pay for the actual size of your shipment. You usually get boxes at no cost and get special handling with no surcharges. However, you need to figure out carefully which flat work rate would work best for your business. Consider factors such as the size and weight of your products, warehouse location, and where most of your customers are located.
  • Ship Collect for B2B – When selling business-to-business, consider allowing clients to use their UPS or FedEx collect accounts. It gives the recipient a sense of control over shipping price and how they want the package shipped. It also lets the customer take advantage of their negotiated rates with couriers.

#2 Subtotal Presented Too Late

The real challenge for brands is not just getting products into a shopper’s cart. It’s making sure each customer completes the checkout process. According to a survey, 56% of customers leave their carts due to unexpected costs like extra shipping or taxes. A OneUpWeb research also found that 59% of customers expect to see the total cost even before the checkout page.

This is why being upfront and transparent with the total price really helps. Do your best to show the total cost of the oder as early as possible during the shopping process. One option is to calculate the total for every product added to the cart. For costs that vary, consider incorporating a shipping estimator or calculator to enhance their shopping experience.

With an estimator, a shopper will be required to enter their country, city, or zip code in order to calculate the price based on the products they have already put in their carts. By making customers more aware of the prices they have to pay from the beginning of their shopping, they are more likely to finish the purchase.

#3 Delivery Time

When it comes to choosing carriers, explore your options first before going with popular companies like FedEx or UPS. It might help you find a lower shipping price and faster delivery time. You can also check Blue Dart, Aramex, and Delhivery.

While most customers want free shipping, there are shoppers who are willing to pay more for speed and convenience. Data from the UPS Pulse of the Online Shopper report reveal that 77% are prepared to spend on expedited shipping, 23% of orders placed online opted for 2-day shipping, and 41% of shoppers picked same-day delivery.

Your online store will likely benefit if your shoppers can choose from a number of delivery options. So, consider offering overnight and two-day shipping, as well as Saturday delivery. You also shouldn’t forget that not all customers are in a rush.

Amazon currently offers a No-Rush Shipping Program wherein customers would get a slower but cheaper delivery. Around 90% of consumers are actually willing to wait several days to get free shipping.

#4 No Tracking Available

It is critical for customers to know when exactly their order will arrive especially if they ordering for a special occasion. Giving customers the choice to track their purchase is an enticing shopping feature. It helps minimize customer anxiety and buyer remorse. So make sure your customers know you’re offering one.

Carriers like FedEx or UPS have their own tracking system. If you go with them, you can present the data to your customers and they can track it by themselves. Tracking can also benefit companies. Not only it can reduce the pressure on customer service but also help in recovering lost packages.

In conclusion, a brand’s mindset should always be on how to please a customer. By providing numerous choices for your e-commerce website, it will help stand out and customers will be more likely to return for another purchase.