Shopping Cart

What is Shopping Cart?

A shopping cart is a piece of software that keeps the record of the items a buyer has ‘picked up’ from the online store. Acting as an online store’s catalog, the eCommerce shopping cart enables consumers to select products, review what they selected, make modifications or add extra items if needed, and purchase the products.

Types of Shopping Carts

Every online store must have the shopping cart functionality to be able to sell products to customers. Essentially, there are two types of shopping carts – hosted and self-hosted shopping carts.

What is Shopping Cart Abandonment?

Shopping cart abandonment occurs when customers add items to their shopping cart but don’t complete the purchase. It is one of the biggest issues plaguing eCommerce entrepreneurs, as roughly of shopping carts are abandoned worldwide.

In order to tackle the whopping shopping cart abandonment rate, marketers need to understand the underlying reasons and drivers behind this decision. According to a recent study, the most commonly stated reasons for abandonments during checkout include:

How can eCommerce store owners respond to Shopping Cart Abandonment?

Although not a definitive list, it gives a pretty good insight into the complicated issue of shopping cart abandonment. Each reason listed above calls for a different solution and eCommerce marketers need to think about and address each and every one of them in a smart and non-intrusive way.

For example, here are a few methods to combat the most popular cart abandonment reasons:

In order to reduce your shopping cart abandonment rate, you must identify the main drivers and friction points first. There are many eCommerce statistics that can shed light on possible issues, but you should start by examining your store’s conversion pathways in Google Analytics and visually mapping out the flow of your site.

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Justas Markus: CEO & Co-Founder of GetFound XL and a blogger at Entrepreneur.com, Observer.com, Influencive.com and others. Catch up with Justas on Twitter.