Abandonment is mostly a surprise problem
The dominant cause across most stores is the same: a cost appears at the last step that the customer had not budgeted for. Shipping, tax, a handling fee, a minimum order charge.
The customer has already decided to buy. Surprising them at the final moment converts a decided buyer into an annoyed one, which is the most expensive way to lose a sale.
Show the total before the last step
- Shipping cost visible on the product page or in the basket, not at payment
- A postcode-based estimate early if shipping varies
- Thresholds stated plainly — “free over £50, you are £6 away”
- Taxes and fees included in displayed prices where your market expects it
Let people buy without an account
Forced registration is the second-largest cause. Guest checkout with an optional account creation afterwards captures the sale and still gets you most of the accounts.
Offer the account after payment, pre-filled from what they already typed. Conversion holds and account creation barely drops, because the friction has moved to after the commitment.
Offer the payment methods your customers use
This varies enormously by market and demographic. Digital wallets remove the card-entry step entirely on mobile, which is where most abandonment happens.
Look at your own analytics rather than a generic list: which methods do people attempt, and where do attempts fail?
Cut the steps and the distractions
- Remove navigation from the checkout — every link is an exit
- Combine steps where possible; each page load is an opportunity to leave
- Show a clear progress indicator so the end feels close
- Keep the basket contents visible so nobody has to go back to check
- Make errors non-destructive — never clear a card field on a validation failure
Recover the ones you lose
A reminder email an hour after abandonment, with the basket restored in one click, recovers a meaningful share. A second at 24 hours picks up more. A third is usually where annoyance starts.
Do not lead with a discount. It trains customers to abandon deliberately, and most recovered baskets do not need one.