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Ecommerce Logistics Shopping Cart Abandonment

Learn how optimizing your e-commerce checkout experience can translate into more conversions.

A potential customer comes to your website, browses the products, and adds a heavy commodity to their shopping cart. Then, at one point during the checkout process, they leave without completing the purchase. Sounds familiar? You’re not alone, this happens all the time in the world of e-Commerce.

Shopping cart abandonment is one of the biggest challenges for e-Commerce businesses to overcome. In fact, the average cart abandonment rate across all industries is just under 70 percent. This means that roughly seven out of every ten companies offer the products that shoppers are looking for, but they fail to provide effective online shopping experiences.

Why do customers leave before finalizing a purchase?

There are several reasons why customers leave their carts, including complex checkout processes, website errors, and account registrations. But the biggest single reason for cart abandonment is shipping costs. 
This usually happens for one of two reasons:

  1. The potential customer expected to receive an accurate shipping cost at checkout but didn't — instead, they found out that they had to wait for you to provide a manual quote.
  2. You added estimated pricing to the shopping cart but overestimated, which resulted in an noncompetitive price.

When potential customers abandon their carts, it means they might be taking their business elsewhere and choosing a competitor over you. While it’s impossible to completely eliminate cart abandonment, the good news is that you can reduce it drastically. Now, let’s focus on how.  

What can you do to reduce shopping cart abandonment?

To increase conversion rates, businesses need to offer an effortless, simple shopping experience — yes, even for heavy freight. Keep in mind that online shoppers have short attention spans, so take action to ensure quick and straightforward navigation between your store and shopping carts:

  • Reduce the number of form fields customers need to complete during checkout, such as mobile numbers and middle names
  • Verify that your website is free of glitches and that all plugins are updated and compatible with different browsers
  • Offer a guest checkout option 
  • Provide instant and accurate LTL freight costs

Bottom line: The easier you make it for people to buy from you, the more sales you’ll make.

Finally, when it comes to shipping costs, the key is to find an LTL e-Commerce shipping partner that can provide:

  • The technology to integrate with your current systems and to provide your customers a seamless online shopping experience similar to small parcel
  • Competitive, accurate LTL pricing at point of purchase that doesn't fluctuate

At Kuehne+Nagel, we simplify the way you ship heavy freight. Our LTL eCommerce solutions support a streamlined shopping experience to reduce shopping cart abandonment and grow your online sales.
Get your customers to switch from the “bye” to the “buy” button. Contact your Kuehne+Nagel representative today.