Why Do Ecommerce Store Shoppers are Adding to Cart But Not Buying?

If you’re running an e-commerce store, you know the feeling. Customers add products to their carts, and then… they just disappear when it’s time to checkout. It’s frustrating. And it’s something you can’t ignore. According to reports, nearly 70-80% of shopping carts are abandoned before checkout. That’s a huge chunk of sales slipping through your fingers.

In this article, we’re going to take a look at why carts get abandoned and, more importantly, how you can tackle it head-on. 

Understanding Why Shoppers Leave

It’s simple. Shoppers add things to their cart, but then they leave. It’s not just about losing money—it’s about missed chances to build trust and loyalty with potential customers.

Here’s the thing: when shoppers bail, it’s usually one of these three reasons:

• Perceived Barriers: At the last minute, they feel like they’re about to overspend, or the cost just seems too much to handle.

• Emotional Disconnect: Maybe they didn’t feel secure enough to share their payment details, or they lost interest because there wasn’t a clear incentive to act.

• FOMO and Urgency: Those “only a few left!” or “limited-time offer” alerts work wonders. Without them, the excitement fizzles out.

If you know these, try to design your checkout process in a way that makes it harder for customers to walk away.

Why Shoppers Abandon Their Carts

Now, let’s break down some of the most common reasons why customers bail on their carts:

1) Unexpected Costs (Shipping, Taxes, etc.)

It’s the classic bait-and-switch. Customers go through the entire process, only to see high shipping fees, taxes, or extra charges right before hitting the final purchase button. That’s a quick exit every time.

2) Complicated Checkout Process

If your checkout feels like a maze, your customers will abandon ship. A long, complicated process, mandatory account creations, and multiple steps are enough to make anyone frustrated. Studies show that 22% of shoppers leave carts due to a complicated process.

3) Limited Payment Options

Not everyone wants to pay the same way. If your checkout doesn’t offer PayPal, Apple Pay, or digital wallets, those shoppers are outta there, fast.

4) Slow Site Performance

You know the drill. A couple of seconds of delay, and your customers start losing interest. Especially when they’re about to make a purchase, a slow website is a dealbreaker.

5) Security Concerns

If your website doesn’t look secure or trustworthy—no SSL certificate, no trust badges, etc.—your customers will hesitate before handing over their payment details.

6) Price Comparison and Competitor Research

It happens. Shoppers add items to their carts while doing a price check. If they find a better deal elsewhere, they’ll hit the exit button without thinking twice.

7) Distractions and Interruptions

Life happens. A phone call, a knock at the door, or just something that pulls their attention away can lead to cart abandonment. In fact, 46% of carts are abandoned because shoppers get distracted.

Proven Tips to Reduce Cart Abandonment

Alright, now let’s fix this cart abandonment problem. No need to panic—there are a few classic, effective tricks to turn those abandoned carts into completed sales:

• Show all costs upfront: One of the quickest ways to lose a customer is with surprise fees. Make sure shipping, taxes, and any other costs are visible from the start. No one likes a bait-and-switch.

• Simplify the checkout process: Keep it simple. Nobody wants to fill out 10 pages of info. Offer guest checkout, and for the love of all things easy, make sure your site works smoothly on mobile devices.

• Offer multiple payment options: Everyone has their preferred payment method. Whether it’s credit cards, PayPal, Apple Pay, or something else, make sure you offer variety. The more options, the better.

• Speed up your website: Slow websites are a huge turnoff. No one has time to wait around for pages to load. A faster website equals a happier shopper—and more conversions.

• Add trust signals: This one’s huge. If your site doesn’t look secure or trustworthy, people aren’t going to pull out their wallets. Display trust signals like SSL certificates, customer reviews, and clear return policies. It helps reassure people they’re safe buying from you.

• Use cart abandonment emails: Don’t let them forget you! Send follow-up emails with a reminder to complete the purchase. Bonus points if you throw in an incentive to sweeten the deal.

• Create urgency: People act fast when they think they miss out. Use limited-time offers or low-stock alerts to create a sense of urgency that gets them moving.

• Use exit-intent popups: Before they bail, hit them with a popup. A little nudge with an extra incentive—like a discount or free shipping—can sometimes be just the thing they need to finish up their purchase.

• Enable save-for-later options: Let shoppers keep items in their cart or wish list. Life happens. They might need time to think, so give them an easy way to come back later.

• Retargeting ads: Look, just because someone bails on your website doesn’t mean it’s game over. You’ve got a second chance to bring ‘em back with retargeting ads. You know, those ads that pop up after someone’s left your site, showing them the products they almost bought? It’s like sending a quick “Hey, remember this? It was pretty awesome, right?” Sometimes, that little reminder is all it takes to nudge them back to your store.

Track Your Store’s Performance: No Guessing Allowed

Figuring out why people are abandoning their carts? Don’t just throw your hands up and guess. You need to track how your store’s actually performing. Seriously—how can you fix a problem if you don’t know what’s causing it?

Start by checking your cart abandonment rate. It shows how many shoppers add items but leave before checkout—your first sign something’s wrong.

Here’s what you should be doing:

• Set up conversion funnels to see how users are moving through your site

• Look for friction points—those areas that just don’t feel smooth, like dead-ends or confusing steps

• Use event tracking to monitor clicks, form submissions, or checkout errors

The Impact of Professional Web Design on Cart Abandonment

Now, let’s do web design. It’s easy to think that design is just making your site look good. But here’s the thing—good design is about making the whole shopping experience smooth and simple. If the process is easy and stress-free, people are way more likely to finish their purchase.

• Clear, easy navigation is a must. If your customers can’t find what they want, they’ll bounce

• A smooth checkout process makes a difference. No distractions, no unnecessary steps. Just a straight path to the purchase

• Good design also builds trust. If your website looks professional, people will trust it and spend their money

So, What’s the Takeaway?

Look, cart abandonment is a tough nut to crack. But trust me, it’s not impossible to fix. The trick is figuring out what’s going wrong and making adjustments. If you make the checkout process simple, improve user experience, and create a trustworthy website, you’ll see those cart abandonment rates drop.

I’ve worked with plenty of businesses who turned things around just by focusing on these little details. And it’s not rocket science. It’s about tweaking the things that can make a big difference.

Ready to take a swing at cart abandonment? Let’s have a chat. At Chromatix, we know how to design websites that actually work.