If you've ever started up an ecommerce website you know what kind of pain it is to see an abandoned cart Below I've listed the top 5 reasons, in no particular order (sort of lol), of why people abandon their shopping carts.
Unexpected Shipping Costs - A lot of people will get to the checkout page and for some reason they think "Hey, this is a great deal and I want to pay that exact amount!" but don't factor in the small amount for shipping and handling. I actually marked up some of my ecommerce websites so that my shipping and handling was either free or very cheap. I still make the same amount, but it doesn't seem like I'm raking the clients over the coals and I'm trying to profit on the shipping.
Creating An Account - Roughly 22% of people stop at the shopping cart because they are required to register an account in order to complete a purchase. This is more for the websites logs and not that they're just trying to collect your information for their own purposes lol. I know that if I'm looking to buy something that there is a good chance that I'll have to register prior to paying, it's pretty standard.
Abandoning For Discounts - Around 10% of people will bookmark the website they're wanting to purchase from and then abandon their carts on purpose because if the website is set up to not lose sales, it will send out a "Come Back!" email with a discount code. Buyers are catching on to this and now abandon their carts on purpose so they get the discount codes. Pretty clever
Payment Security - A lot of people today are worried about getting their identities stolen so buying form random websites is a no go for them. They may land on your website through the search engines, but they probably won't buy because they're worried that everyone out there is a thief. People like this will usually bounce off of your website and go right to amazon or ebay
Confusing Checkout - We've all been on those websites that don't hold our hands through the checkout process and sometimes it's pretty annoying. I recently was on a website that allowed you to add items to your cart but the cart icon didn't show you had anything in there. When I checked my cart it said I had 10 of the same items because I clicked on it a few too many times lol. Once I deleted the ones I didn't want I was confused on how to checkout because there weren't any big flashy buttons saying "Check Out" or "Buy Now". There was just a basic text link saying "Click here to check out" which was at the bottom of a page where it shouldn't be. When I say the bottom, I mean I had to scroll a good amount past my items to find it lol.