Industry estimates suggest that 70% of online shoppers leave items in their carts without completing the purchase. But you do not have to suffer from that.

In this article, we will examine why shoppers abandon their online carts. We will also dive into strategies you should apply to pull your audience to the finish line of your eCommerce store.

By the end, you will be ready to turn those abandoned carts into successful checkouts and drive up your eCommerce sales.

What is eCommerce Cart Abandonment?

eCommerce cart abandonment is when a customer fills up their shopping cart but leaves the site before finishing the checkout process. This behavior is a key indicator of friction in the buying journey. It could be because of high shipping costs, forced account creation, or a complicated checkout process.

Here are shopping cart abandonment statistics across different industries and products:

Why should you pay close attention to this? Tackling this issue:

• Helps your eCommerce store capture more revenue from your existing traffic.
• Builds brand loyalty as fewer roadblocks in shopping carts keep customers coming back for future purchases.
• Increases customer satisfaction through a smoother, seamless checkout process that encourages follow-through.

Why Do Shoppers Abandon Their Carts?

Shoppers abandon their online shopping carts because of unexpected shipping costs. This can catch customers off guard and cause lost sales right at checkout.

Another reason is a confusing checkout flow that frustrates or overwhelms buyers, especially on mobile devices, where each extra step can feel like a hurdle. Also, limited or inconvenient payment options can make them feel restricted from completing their purchase.

Many shoppers also leave because they are “just browsing”. They might use the cart as a wish list or a way to compare prices. Finally, some abandon their carts when they do not feel a strong sense of urgency or need, so they always rethink their decision.

But with the right approach, you can solve these and make sure your customers always cross the finish line.

This way, customers get clear, upfront shipping options, no surprises, just transparency.

9 Smart Ways To Turn Abandoned Carts Into Completed Sales

Think about how each tactic can simplify the shopping experience for your customers. Then,  pick one to try out and track how it increases cart completion in your online store.

1. Automate Order Tracking For Your Customer’s Peace Of Mind

When potential customers know they will have clear, reliable updates on products they bought, their purchase intent skyrockets. Think of it from the shopper’s perspective: when they know they will have easy access to real-time updates on their order, they don’t have to worry about when it will arrive.

Use this level of transparency to help customers feel secure and in control. It makes them less likely to leave their cart without buying.

What To Do

Use a shipment management tool that lets you customize the tracking experience. Look for one that allows you to create a branded tracking page with your own colors, logo, and domain. Make sure it offers real-time updates by syncing directly with your shipping carriers, so both your customers and your team can easily check delivery status and timelines in one place.

2. Speak Gen Z’s Language With Targeted Marketing

Not every shopper thinks or shops the same. While Gen Z holds significant buying power, the silver economy is worth $15 trillion globally. Gen Z may respond to memes and urgency, but the older audiences care more about clarity, security, and trust. Both groups can abandon carts for different reasons, so your marketing should match their expectations.

What To Do

Start strong with SEO by segmenting your shoppers by age or behavior, because when you target the right people, conversions naturally follow.

Then tailor your follow-ups to match. For Gen Z, set up abandoned cart flows using SMS and email automation tools with playful, Gen Z-style copy: memes, emojis, or phrases like “👀 Still on your mind?” Include the product image they left behind, a short message that sounds like a friend, and a limited-time offer (like “10% off for the next 2 hours”).

Timing matters too. For younger buyers, schedule cart recovery emails or SMS within 1–3 hours. They move fast, so your follow-up should, too.

Gen Z also loves interactive content, so embed product quizzes, polls, or games on your eCommerce site to make the buying journey fun.

For older audiences, take a different route. Keep the messaging clean and informative. Highlight security (like Apple Pay or encrypted checkout), offer guest checkout, and skip the slang. If you are using follow-up emails, focus on benefits, guarantees, or easy returns to reassure them.

3. Build Confidence With Real Testimonials & Case Studies

73% of successful content marketers rely on case studies to build trust with potential customers.

For online retailers like you, real testimonials and case studies provide the credibility shoppers need to feel secure when shopping online. When they see genuine success stories from other customers, it reassures them and breaks down their hesitation to help you reduce shopping cart abandonment.

What To Do

Showcase real customer reviews with photos or videos; Gen Z especially trusts visual proof. For high-ticket items, create short case studies or before/after stories on Instagram Highlights or TikTok using user-generated content (UGC).

Since people know it’s easy to hire actors for testimonials, add an extra layer of trust by including video reviews linked to real customer social profiles so shoppers can see the proof for themselves, just like what Brain Ritual did, a niche where providing credible, verifiable proof is crucial to building trust and demonstrating real results.

You can also embed social proof near the “Add to Cart” and payment buttons to reduce hesitation right at the decision point.

Also, use case studies in targeted emails to re-engage customers who abandoned their carts. A well-placed story can remind them of the value they are missing out on.

You can also create a section on your site for customer success stories, so potential buyers can explore real-world results and feel more confident in their purchase decision.

4. Empower Customers With Multiple Payment Options

A more convenient payment process lets you cater to different spending habits and needs. For example, not everyone wants to pay the full amount upfront, and some might feel pressured if they have to go through mandatory account creation.

Flexible payment options also ease worries about sharing credit card details. Some shoppers prefer alternative methods like Apple Pay to avoid entering sensitive information on a new site.

When you remove these small but significant barriers, you make it easier for customers to follow through with their purchases.

What To Do

Work with eCommerce developers to enable digital wallets, =Apple Pay, Google Pay, and Samsung Pay, to make it easier for your customers to pay with just a tap. It also simplifies adding payment details and an extra layer of security.

Offer a guest checkout option too. This is especially crucial for first-time buyers. Let them skip the mandatory account creation to make it easy to finalize their order.

Offer a “Buy Now, Pay Later” option, like Klarna or Afterpay, too. Use this feature to attract customers who need a flexible payment plan.

But if you are selling expensive products like these high-tech mobile medical systems, this should be non-negotiable because price is the biggest reason shoppers abandon carts. Without a flexible payment option, even interested buyers may hesitate or drop off completely. Offering “Buy Now, Pay Later” breaks the total into smaller chunks, making the purchase feel less risky and more manageable.

To do all of these, use Stripe.

5. Speed Up The Checkout Process To Cut Out Friction Points

In a physical store, long lines at the register can make people walk away, and it’s no different online. If your checkout process is slow or confusing, it breaks the flow and gives shoppers a reason to second-guess their purchase.

But with an optimized eCommerce website, you can streamline the checkout flow and keep the momentum going for your customers.

What To Do

Keep the checkout page simple, with only essential fields visible. Remove distractions or unnecessary steps to guide customers quickly to the finish line.

For example, only ask for name, shipping address, and payment details on the checkout page. Skip optional fields like “company name” or “phone number #2” to keep it focused and fast.

Prioritize your returning customers, too. Integrate auto-fill functionality to automatically populate fields like address or payment information.

Another way to guide customers is to include a simple progress bar at the top of the checkout page to show customers where they are in the process. For example, break it into 3 steps: Shipping, Payment, and Review.

This visual guide reassures customers they are almost done, which reduces hesitation and keeps them focused on completing the purchase.

6. Spark Fast Decisions With A Countdown Timer

A countdown timer is a way to prompt customers to act quickly, particularly in online stores where decisions are often delayed or left for “later.” When your shoppers feel that time is running out, they can be more willing to commit to not missing out on the offer.

Think of it as a gentle pressure. It taps into a natural sense of urgency and encourages action now—helping to reduce shopping cart abandonment and prevent lost revenue.

What To Do

Add a countdown timer to your cart or checkout page to remind shoppers that the deal expires. It creates urgency and nudges them to complete their order before time runs out. If you are on Shopify, you can use apps like Essential Countdown to build timers like this:

You can display “low inventory” timers too. Combine a countdown timer with low-stock alerts. Use this to let customers know that time is running out to grab a popular item, especially if it is a best-seller in limited supply.

But what if you have a service-based eCommerce site?

You can create a flash service deal. For example, add a limited-time offer for new bookings or display a timer that encourages clients to book maintenance within a certain time frame to get a discount.

7. Nurture Customer Interest With Personalized Email Follow-Ups

With personalized follow-up emails, you can re-engage customers and reduce your average cart abandonment rate. Use this strategy to directly speak to their interests and add a personal touch to reignite their interest

But these follow-ups should go beyond generic reminders. Work with a branding expert to show your customers that your brand understands their preferences and is ready to make the experience convenient.

For example, if a customer left a new appliance in their cart, a tailored follow-up email can address common concerns like installation ease and compatibility with home systems. Your email can include:

• A link to FAQs
• A quick installation guide
• A note about customer support availability

What To Do

Use a tool like Klaviyo to schedule or trigger personalized follow-up emails automatically. It lets you set up custom workflows based on customer behavior, like abandoned carts or viewed products. You can use it to make sure your follow-up messages reach the right audience at the right time.

‍

Now, what should be in the emails?

Remind them with product-specific emails. So feature the exact items left in their cart, including images and descriptions. This visual reminder reconnects the customer with their initial interest.

Include a time-sensitive discount or free shipping offer to add urgency. This pushes customers to act fast, making it more likely they will finish their purchase before the deal ends.

8. Paint A Vivid Picture With Detailed Product Information

87% of customers will not return to a store if they find inaccurate product descriptions.

Clear, vivid product descriptions build trust. When shoppers trust what they are buying, they are much more likely to stick around and complete their purchase.

They want to know how a product looks, feels, or functions in real life, and they rely on your descriptions to bridge that gap. If you have an eCommerce website with clear details, you can turn curious browsers into confident buyers.

Inaccurate or vague descriptions, on the other hand, leave too much to the imagination and create doubts that can prompt abandoned carts.

What To Do

Start with the benefits that matter most to the customer. For example, if you are selling products you intake, do what this protein supplement brand did. They didn’t stop at listing nutritional facts, they also detailed the ingredients used and provided access to third-party testing results.

But there is an exception to that rule. If your product is highly technical, like advanced medical equipment or a professional-grade camera, include specific technical details upfront.

In these cases, your customers are likely looking for precise specifications to make an informed choice. Then follow up with benefits to show how these features enhance the user experience. This balance helps technical shoppers feel confident that they are getting exactly what they need.

You also need to include images and relatable examples in your descriptions to enhance your audience’s understanding. Show how products fit or function in real life to make them more tangible.

9. Build Trust With Hassle-Free Return Policies

Many shoppers worry about making the wrong choice, especially when they cannot see or touch the product. But with an easy return process, you remove that anxiety and prevent them from second-guessing.

Plus, you can use this strategy to show that you stand behind your products and care about customer satisfaction. Leverage this to let your customers know they are protected, so they will take a chance with your brand.

What To Do

Do not hide your return policy in fine print. Instead, clearly state your return policy on product pages or your homepage, so shoppers see it before they even add an item to their cart. You should also include a dedicated page “Return Policy” on your website.

To create your return policy, use tools like TermsFeed. It lets you generate return and refund policies with just a few simple steps.

‍

Offer free shipping on returns to make it truly risk-free. You can set a generous return window too, to give customers enough time to try the product. For example, a 30-day or 60-day timeframe shows flexibility and confidence.

But beyond these fixes, don’t forget: how you manage operational costs behind the scenes can directly impact how much you can reinvest into things that improve conversion, whether that’s faster checkout tech, better shipping tools, or more flexible payment options.

To keep returns fair and prevent abuse, pair your return policy with a chargeback management platform. This helps protect against fraudulent claims while still offering a shopper-friendly experience.

Conclusion

Kick things off by running a quick team brainstorm on the easiest strategy to tackle first. Check for any clues about what is causing your eCommerce cart abandonment, maybe it is high shipping costs or a lengthy checkout.

Then, pick one area to tweak this week using the strategies we listed. But make sure you monitor your results so you can adjust as needed.

As you optimize the front end, don’t forget to protect your revenue on the back end. Chargebacks can quietly chip away at your profits, especially as your traffic and orders grow. Chargeflow can help you automatically fight and manage disputes, so you keep more of what you earn.

Are you ready to start? See how Chargeflow can help you today.