Abandoned Carts: What Deters E-commerce Shoppers?

No e-commerce retailer wants abandoned carts. They represent very warm leads that were in the process of making a purchase, before being put off.

This Barilliance article identifies 10 reasons for cart abandonment. These include:

 – Concerns about payment security

 – Having to Create a New User Account

 – A long and confusing checkout

When selling online, you need a secure system, but you also need processes that are quick and easy. Getting the balance right is a challenge.

Protecting customer data is essential, yet this TechRadar article highlights customer frustrations relating to inbuilt security measures. A study conducted by Beyond Identity reveals that coming up with strong, unique and memorable passwords, captcha verification and other security measures annoy online shoppers. This extended check out process was the reason why 67% of 1,000 consumers had lost interest in setting up an e-commerce account.

Yet secure checkout and payment systems are needed. According to Action Fraud, the shift online during lockdown saw an increase in fraud. Their e-commerce statistic reveals that 16,352 people were targeted during the first lockdown.

Does biometric authentication, which uses fingertip scans, voice or facial recognition, present a viable option for future security protection? This M2SYS article outlines the reasons why biometric authentication may provide the solution. Is this the way forward for your e-commerce business?