1 in 10 online shoppers
abandon their shopping basket because they get cold feet
THE study into the shopping habits and
preferences of UK online shoppers found that consumers are buying more
frequently online than they did a year ago. The report also found a 14% increase
in the number of times consumers in the UK purchased items online. 10% of online
shoppers abandons their online shopping basket at checkout, when they see how
much they could be spending, according to a study commissioned by Royal Mail.
The findings suggest UK adults could be experiencing cold feet associated with
spending more than they have or more than they set out to spend online, leading
them to abandon their shopping baskets altogether.
The annual 'Delivery Matters' report found that 34% of UK online shoppers
frequently abandon their online shopping basket after loading it up with items.
The report also found that price savvy younger consumers (18 to 24 year olds)
are the most difficult age group to convert from online browsers to buyers. 61%
of them frequently abandon their online shopping baskets compared to only 39% of
35 to 44 year olds. Other reasons given by consumers for not sealing the deal on online orders
include:- "I was just browsing" (19%), "I found a better
deal somewhere else" (9%), "I got interrupted when placing my
order" (7%) and "the item was out of stock" (7%).
Nick Landon, Managing Director of Royal Mail Parcels, said:- "The findings
suggest that online shoppers often start off browsing online innocently, a term
known as digital window shopping; get carried away by attractive offers and
great product reviews, load up their baskets, proceed to check out and then have
an 'oops moment' when they see their total spend. This then prompts them to seek
a better deal elsewhere or abandon the purchase completely."
The study into the shopping habits and preferences of UK online shoppers also
found that consumers are buying more frequently online than they did a year ago.
The report found a 14% increase in the number of times consumers in the UK
purchased items online.
Nick Landon, added:- "As online shopping frequency increases, so does the
consumer's expectations of their delivery experience. Fast delivery times,
tracking, free returns and trust play an increasingly large role when online
shoppers make their purchasing decision."