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Source: Baymard Institute
Published: March 2019
n = 2,584 U.S. adults

Reasons for Abandonments During Checkout

Circulated: July 19, 2019

  1. Extra costs too high (shipping, tax, fees) — 55%
  2. The site wanted me to create an account — 34%
  3. Too long / complicated checkout process — 26%
  4. I couldn’t see / calculate total order cost up-front — 21%
  5. I didn’t trust the site with my credit card information — 17%
  6. Websites had errors / crashed — 17%
  7. Delivery was too slow — 16%
  8. Return policy wasn’t satisfactory — 11%
  9. There weren’t enough payment methods — 6%
  10. Credit card was declined — 4%

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