How to solve the dilemma of the consumer who abandons the cart in your online store after thinking too much?

One of the most common problems in online stores like yours is shopping cart abandonment , which occurs when a customer selects several products, but when it comes time to finalize the purchase and make the payment, they give up. What could be the reason for this sudden abandonment of the purchase?

Recently, the study “E-commerce Trends 2017” by Rock Content, showed that the main reasons for cart abandonment are:

1. Shipping costs too high (73,8%)

2. Reflect on the need to purchase (55,8%)

3. Delivery time too long (43,5%)

As you can see, almost 56% of the people who responded to the survey said they had abandoned a cart on an e-commerce site after reflecting on the need for the purchase. It's a pretty high number, do you agree?

• 5 tips to find out what causes shopping cart abandonment in your fashion e-commerce
• 10 Checkout Conflicts That Cause Cart Abandonment in Online Stores
• VTEX persistent cart: what is it and what are the advantages of using it in your e-commerce?
• E-commerce Radar shows indicators of the fashion and accessories sector in 2017
• 43% of Internet users increased purchases via e-commerce

Imagine how much your online store would earn annually if those 56% of consumers completed their purchase instead of abandoning their cart. Imagine, furthermore, how much you would have to spend on remarketing to try to get these people to finally complete the purchase. Fortunately, there is a better solution for these cases, which I will present below.

The Vtex e-commerce platform has a feature called SmartCheckout® , which enables impulse buying. With this system, a purchase can be completed in less than 30 seconds, which doesn't give the consumer much time to think about whether or not to buy.

With SmartCheckout®, after the second purchase, the consumer only needs to enter an email (no password needed) to checkout, which reduces bureaucracy, service time and reflection time and, consequently, reduces cart abandonment and increases sales conversion.

Interestingly, a study audited by Google Analytics with 25 stores that migrated from other platforms to Vtex showed that their conversion rate increased by 56,7%. This number is just a coincidence, but it is still a significant result. Read more about this in the post " Vtex optimizes the 4 pillars of e-commerce ".

Finally, in addition to facilitating impulse purchases, SmartCheckout® is PCI Compliant certified, which guarantees that consumers' data and their credit cards will be completely safe (safer than with older checkout methods).