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E-commerce

This is why Australian shoppers abandon cart

New research reveals Australian consumers have compelling reasons for shopping online, but they’re also quick to abandon cart when they encounter frustrating experiences.

According to The Future of Australian Retail study, 72 per cent of Australians shop online so they don’t have to queue up in-store. Nearly two-thirds say they like to compare prices, 62 per cent want to avoid loitering sales assistants and 61 per cent value the convenience of delivery.

So what causes these convenience-loving Aussies to throw their hands up and abandon cart? Over half (52 per cent) say high delivery costs are the biggest reason they abandon online purchases.

Nearly one-third (32 per cent) dislike lengthy online payment processes and 31 per cent dislike the lack of relevant payment options. Thirty per cent get spooked by security concerns and 27 per cent are prepared to pull the plug when asked to pay unexpected charges.

But while Australian consumers are most likely to shop online when buying books, music and items for their kids and our pets, they still prefer to shop in-store for food and alcohol, clothes, furniture and DIY equipment.

Some of the main reasons they choose to shop in-store include being able to see and touch products before deciding whether to buy them, comparing items, the browsing experience and being able to walk away with the purchase.

As the study noted, Australians place a high value on convenience wherever they shop, and as the line blurs between in-store and online shopping journeys, the next task for retailers is to help consumers slip seamlessly from one to the other.

“Aussie shoppers want convenience whether they’re in-store or online,” said Roelant Prins, chief commercial officer at Adyen, a payments platform.

“Queues are a customer experience killer and speed is crucial when it comes to payments, which is why retailers must enable options like self-service and contactless payments at the checkout. Online shopping needs to be easy, secure and free from hidden charges.

“Most importantly, retailers must allow customers to move seamlessly between physical stores, websites and mobile apps. This is the best way to delight shoppers, build loyalty and increase revenue.”

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Lanie D

May 2, 2018 at 8:04 am

I wish you guys would source the study so I could read a little more and understand the background. I am always hesitant to trust data sources that don’t cite sources.