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43 per cent of consumers abandon online shopping cart before purchase claims Redshift Research study

Just under half of online shoppers have abandoned their online shopping baskets at some stage in the last year new research has found.

According to research by industry analyst Redshift Research, which sampled the views of 1,000 online shoppers, has found that 43 per cent of consumers had failed to complete an online purchase despite having items contained within their online shopping basket.

The reason for this was a lack of customer interaction, cited by 44 per cent of respondents, meanwhile another 34 per cent said that a lack of support prevented them from shopping online altogether.

Over half (59 per cent) said that being able to see and speak to a sales assistant would make the purchasing process easier, while a fifth (19 per cent) blamed poor customer service online and 15 per cent highlight confusing or conflicting information as putting them off the completion of an ecommerce transaction.

Dylan Fuller, UK country manager at Whisbi, commented: “The research results demonstrate that the average retailer is surprisingly blasé about their checkout system and as a consequence is suffering from a poor conversation rate. A significant percentage of retailers with an online presence aren’t aware of the real frustrations their customers experience when shopping online, therefore the purchasing experience needs to be fundamentally rethought.”

Elewhere, the study claimed that 61 per cent of travel shoppers did most of their shopping online, following by utilities (57 per cent), financial services (55 per cent), IT (49 per cent), Electrical Goods (48 per cent) and telecoms and mobile products (46 per cent).

Over two thirds (70 per cent) of shoppers said that they missed the tangible experience of using and feeling a product when purchasing online, although 20 per cent of respondents said that they found the physical shopping experience t be more enjoyable.

Featured by The Drum