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How To Reduce & Reclaim Abandoned Shopping Carts

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Kate Hoots

Kate Hoots

Writer
Kate Hoots is a writer for Merchant Maverick, taking on the topic of eCommerce. She brings a background in journalism as well as in business leadership and communication training. Kate has a degree in English Literature from Lewis & Clark College.

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3 Comments

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    Mirian Shade

    Amazing post Liz! A big ratio of Cart abandonment is the worst nightmare of every eCommerce owner. And I agree with all the points you mentioned in this post. For some addons to this post, represent your shipping policies upfront, add a shipping calculator on your checkout page and don’t haunt your customers with other hidden charges.

      This comment refers to an earlier version of this post and may be outdated.

      David

      Fantastic, in-depth post Liz!! The 68% cart abandonment rate is shockingly high!! Any thoughts on what a small business can do to address the cart abandoner who leave because “shipping isn’t free”.. Basically an alternative to offering free shipping because the cost to a small company to pay for shipping reduces their margin.

        This comment refers to an earlier version of this post and may be outdated.

        Liz Hull

        Hi, David.

        That’s certainly a tough one. With so many customers expecting free (and speedy!) delivery, it’s often times difficult for smaller sellers to compete with Amazon. I’ve seen a handful of alternatives to free shipping that you might try.

        Depending on the prices of your products and your shipping expenses, you might be able to add the cost of shipping into the price of your products. This tends to work best for more expensive items that cost less to ship (i.e. apparel, small accessories, health and beauty products, handheld technology). When you add a few dollars to an item that is already around $50 or more, your customer is less likely to be put off by the slightly inflated price.

        You can also offer free shipping at a certain price threshold. For example, free shipping for all orders over $100. This gives your customers impetus to spend more and lets them feel like they’re getting a bargain. You’ll, of course, have to make sure that this is still cost effective for you.

        Alternatively, you could try offering flat rate shipping. I’ve seen elsewhere that $5 is the magic price for shipping. If your shipping expenses for a particular product are more than $5, you just add that additional cost into the price of the product. For example, you’re selling a picture frame that costs $8 to ship. You charge your customer $5 for shipping and add $3 to the price of the picture frame.

        Hopefully one of these ideas is workable for you! Keeping up with customers’ shipping expectations is one of the biggest challenges of selling outside of a marketplace. Good luck!

        – Liz

          This comment refers to an earlier version of this post and may be outdated.

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