86% Of U.S. Consumers Have Abandoned Carts

Marketers test and optimize websites, as well as content that Google and Microsoft serve in their search engines, only to find that consumers add-to-cart items they may never intend to buy.

Although ecommerce revenue this year is forecast to reach $930 billion, per Adobe Analytics, aggregated retail data from Fast suggests the need to deliver better checkout experiences to reduce shopping cart abandonment.

Shoppers participating in the survey say they experience multiple roadblocks and detours that lead them to abandon shopping carts. These include:

  • 18% have abandoned a shopping cart because the checkout process took too long or was too complicated
  • 18% didn't want to create another online account
  • 15% couldn't remember their login information
  • 14% say their credit card information wasn't easily accessible



Fast, which makes login and checkout products, conducted the survey among 1,004 U.S. adults ages 18 and older from June 2-4, 2021.

The findings also suggest shoppers are interested in purchasing products directly from the channels where they discover them, such as social media, from a digital ad or online review. This explains why Google has made a push into ecommerce and why Amazon has become the engine to search and buy.

In May, Google said it is working with Spotify to allow more merchants to sell across the search giant’s properties and increase its ecommerce business. The news was announced during the Google I/O software developer conference.

Some 55% participating in the Fast survey indicated that a faster, easier way to buy directly from these channels would make them more likely to buy.

When asked what influences them to buy the product after putting it into the shopping cart, 72% of consumers point to media, advertising, and social media.

  • Millennials ages 25 to 40 are 71% more likely to purchase a product if there is an easier way to buy directly from these channels. This age group is the highest among all surveyed,
  • Gen Z, ages 18 to 24, is three times more likely than the Baby Boomer generation, ages 57-75, to be loyal to a company when they purchase online versus in-person.
1 comment about "86% Of U.S. Consumers Have Abandoned Carts".
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  1. rob krizek from syncro services, June 9, 2021 at 5:18 p.m.

    wow- someone really spent mony on this "study" and no one mentioned that many retailers don't show the final price until you put the item into your cart.   Great research

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