Online checkout abandonment hits record low in Q1 2015

BRISTOL, UNITED KINGDOM - AUGUST 11:  In this photo illustration a laptop displays the shopping basket on the eBay website on August 11, 2014 in Bristol, United Kingdom. This week marks the 20th anniversary of the first online sale. Since that sale - a copy of an album by the artist Sting - online retailing has grown to such an extent that it is now claimed that 95 percent of the UK population has shopped online and close to one in four deciding to shop online each week.  (Photo Illustration by Matt Cardy/Getty Images)

Customers abandoning their online checkouts prior to buying has reached a record low in Q1 2015, with just 26% failing to complete a purchase.

In 2013 checkout abandonment was 35%, but fell to 30% in 2014, according to new research by IMRG Capgemini Quarterly Benchmarking.

The Quarterly Benchmarking results also reveal that sales through mobile devices (smartphones and tablets) accounted for 42% of total UK online retail sales in Q1, up from 40% in the previous quarter. This is up from 34% in Q1 last year.

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58% of traffic to online retail sites now comes via a smartphone or tablet device, up from 53% in the previous quarter and 48% in Q1 last year.

Tina Spooner, chief information officer at IMRG commented: “Reducing abandonment at the checkout is a clear focus for online retailers and, despite the fact it has come down significantly, just over a quarter of online shoppers still do not complete their purchase after reaching the checkout page. There are any number of reasons why shoppers might abandon at that point – particularly in relation to trust, convenience or delivery options – and the investment made in improving these areas appears to be paying off.

“The pace of change for the online retail industry is extremely rapid. Three years ago mobile devices accounted for 1 in 5 visits to retail sites and today almost 60% of consumers browse the web on smartphone and tablet devices. It is clear that investing in optimising sites for mobile users needs to be a key focus for many retailers.”


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