Why UK Customers Are Abandoning Their Carts

Friction during the checkout process

Research by Klarna and Ovum has investigated the top reasons behind online cart abandonment in the UK. The study asked British ecommerce sites why they believed customers were abandoning their carts, and found that friction during the checkout process was given as the top reason. This was followed by the site not offering the customer’s desired payment method, and a lack of credit and lending options. These views seem to be backed up by data from customers themselves, with 56% of shoppers saying they would buy more online if more payment methods were available. The British ecommerce market is growing strongly, with 65% of all retail sales in the country expected to be made online by 2019.

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