In e-commerce, customers adding products to their shopping cart but not completing checkout is every seller’s nightmare. This phenomenon, known as cart abandonment, can seriously impact a business’s revenue.
According to the DHL E-Commerce Trends Report 2025, there are multiple reasons why shoppers stop at the final step. Understanding these “friction points” helps sellers improve the shopping experience, increase conversions, and optimize profits.
The Top 5 Reasons Shoppers Abandon Their Carts
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Delivery too slow (36%)
Speed is critical in global e-commerce. Consumers are becoming increasingly impatient, especially as they get used to fast delivery services. If shipping takes too long or is unclear, shoppers will quickly abandon their carts and look elsewhere. -
Preferred payment method missing (35%)
International buyers rely on different payment options—credit cards, PayPal, or local e-wallets. When a website does not offer the buyer’s preferred method, the chances of cart abandonment rise significantly. -
Discount code doesn’t work (33%)
Shoppers are drawn to promotions, but when a discount code fails or displays an error, it creates frustration and distrust. This negative experience often leads to abandonment. -
Unexpected customs charges (33%)
In cross-border commerce, customs duties and taxes are sensitive issues. If customers are not informed upfront, unexpected fees at checkout or delivery create frustration, prompting them to leave. -
No free delivery (32%)
Free shipping has become an expectation, especially for larger orders. When shipping fees are too high or no free delivery options are available, customers are more likely to quit their purchase.
What Sellers Can Do to Improve
To reduce cart abandonment rates, sellers need to review the entire customer journey—from website experience to shipping policies. Here are some key solutions:
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Speed up fulfillment: Shorten order processing time and partner with reliable logistics providers for faster deliveries.
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Offer diverse payment methods: Integrate popular global payment options to match consumer preferences.
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Be transparent with costs: Display shipping, taxes, and customs fees clearly to avoid unpleasant surprises.
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Ensure discount codes work smoothly: Test and maintain promotional systems to prevent errors.
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Create attractive shipping policies: Consider free shipping or reduced fees for large orders.
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