Cart Abandonment Behavior of Online Shoppers: Exploring the Drivers of Cart Abandonment
Keywords:
online shopping, e-cart, cart abandonment, buyers’ behaviorAbstract
In the era of digitalization, Online markets have surged like anything. It has become crucial to study online buyers’ behavior. Despite the much growth of online market, there are many challenges and hurdles on the path of online sellers. One of the most important challenges is shopping cart abandonment which may also be described as non-buying behavior. It is the phenomenon which shows that many products are added to the online shopping cart by the online shoppers, but they are not “emptied” or in other words, not bought by the online shoppers. Various studies have been conducted by different survey organizations or institutes that tell us that the Global cart abandonment rate is about 65% to 75%. According to data published by Statista, In December 2020, 69.8 percent of digital shopping carts and baskets were abandoned without completing the purchase. This study is done to find the various causes that lead consumers to non-buying behavior. It is an attempt to find the causes and offer solutions which may be fruitful to the online sellers for reducing the online cart abandonment rate.
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