• by Ray Schultz , Columnist, November 12, 2024

Abandoned cart emails are largely ineffective, partly due to the fact that consumers are using online shopping carts mainly as a wishlist, judging by a recent report from HostingAdvice.com. 

Of those polled, 57% use their shopping carts like a wishlist, and 51% enjoy online fantasy shopping. 

But only 42% of recipients open their abandoned cart emails, although 65% receive them. And 45% find them invasive, while 28% think they are effective. The emails cause 11% to feel guilty. 

Why do consumers abandon carts they have filled? They cite costs (57%), shipping (54%) and the fact that the sale didn’t apply (40%). And 52% plan to purchase later. 

Moreover, 77% would rather fantasy-shop online than in a retail store. And 69% do so as part of wishlist creation. 

How often do people abandon shopping carts? They answer: 

• One time in a month — 35%
• Two times in a month — 24%
• Three times in a month — 10%
• Five times in a month — 9%

There are other issues. For instance, 24% feel they shop online too much and 24% have incurred debt due to online shopping. 

Want to serve online shoppers better? They want:

- User-friendly site — 67%

- Easy navigation to cart/checkout — 66%

- User-friendly checkout — 65%

- Preferred payment method available — 51%

- Quality customer service — 46%

HostingAdvice.com surveyed 901 Americans in September 2024.