Almost £40bn of goods is abandoned at virtual tills every month as online shoppers change their mind

Almost £40bn of goods is abandoned at virtual tills every month as online shoppers fill their baskets and then change their minds

  • High delivery costs and long authentication process can put off shoppers
  • The overall figure for abandoned purchases could reach £39billion a month
  • 70 per cent of those browsing fashion items abandoned purchases 

Online shoppers ditch an average of more than £100 of goods in digital baskets every month, according to research.

It found the overall figure for these abandoned purchases – items selected from online stores but not bought – could add up to £39.4billion a month.

The main reasons for giving up before hitting the pay button include high delivery costs and lengthy authentication processes on websites. 

Online shoppers ditch an average of more than £100 of goods in digital baskets every month, according to research

One in four who abandoned a purchase suggested the process of putting items in their virtual basket was a modern form of window shopping rather than a serious intention to buy.

 Two surveys by Barclaycard Payments found 70 per cent of those browsing fashion items abandoned purchases, while more than half of entertainment and health and beauty shoppers ditched products.

Independent retail expert, Clare Bailey, said: ‘Many people have found themselves with more time on their hands over the last year, combined with a lack of access to non-essential retailers.

‘This – alongside the steep rise in online sales – has led to virtual shopping becoming an outlet for distraction and browsing, with less intention to buy.’

The nation’s least loyal shoppers were found to be those browsing for fashion, with 70 per cent abandoning a fashion purchase. 

Entertainment (56 per cent) and health & beauty (54 per cent) also regularly end up on the shopping scrap heap. And laptop purchases are among the most frequently abandoned at 31 per cent.

Two surveys by Barclaycard Payments found 70 per cent of those browsing fashion items abandoned purchases (file image)

Two surveys by Barclaycard Payments found 70 per cent of those browsing fashion items abandoned purchases (file image)

Research found incentives, such as discounts or free delivery, and a faster payment process, will encourage consumers to complete a purchase.

President of Barclaycard Payments, Marc Pettican, said: ‘Online shopping has traditionally been the convenient alternative to bricks and mortar, but as ecomm has boomed during the pandemic, so too has the number of purchases abandoned at the check-out.

‘An increase in choice, slow check-out processes, and websites which are difficult to navigate have all contributed to shoppers deserting items at the last minute.

‘A lot of this is down to frustrations when faced with various checkout hurdles, such as cumbersome payment authentication processes which can require a number of steps to complete.

‘Retailers can alleviate this by making their payment processes as stress-free as possible, which will help combat basket abandonment, boost sales and increase shopper satisfaction at the same time.’