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Why Consumers Build and (Sometimes) Abandon Online Shopping Carts - US - May 2018

"Three key issues facing online retailers involve how consumers are building online shopping carts, encouraging consumers to spend more online and preventing them from abandoning online shopping carts. Consumers are spending more time online and have more choices of products. This means that, while there are more opportunities to sell to consumers, there is also more competition for consumers’ attention and wallet share."

- John Owen, Senior Food & Drink Analyst

This report will look at the following areas:

  • Online shopping often starts with a plan, but ample room for additions
  • Cost-related issues form a substantial barrier to purchase completion
  • Just browsing: Many not always committed to purchase in the first place

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Online shopping often starts with a plan, but ample room for additions
              • Figure 1: Use of shopping lists online, March 2018
            • Cost-related issues form a substantial barrier to purchase completion
              • Just browsing: Many not always committed to purchase in the first place
                • Figure 2: Barriers to online purchase completion, March 2018
              • The opportunities
                • Retailers can use abandoned carts to drive incremental revenue
                  • Figure 3: Factors that motivate return to cart, March 2018
                • Transparency, returns are key to keeping consumers happy
                  • Figure 4: Behaviors toward online shopping carts, March 2018
                • Creating a seamless experience across platforms
                  • Figure 5: Areas of improvement, March 2018
                • What it means
                • Online Shopping Behavior Overview

                  • Online shopping near universal and increasingly frequent
                    • Computers more prevalent than mobile devices, for now
                      • Consumers visit more sites when shopping “browse-able” categories
                        • Apparel and electronics most commonly purchased online categories
                          • Consumers continue to shift more of their spend online
                          • Online Shopping Frequency

                            • Online shopping near universal and increasingly frequent
                              • Figure 6: Online shopping frequency, March 2018
                            • Younger consumers more likely to be heavy online shoppers
                              • Figure 7: Online shopping frequency, by age, March 2018
                            • Other demographic measures have modest impact on online shopping frequency
                            • Access: Devices and Sites

                              • Computers more prevalent than mobile devices, for now
                                • Figure 8: Devices used for online shopping, March 2018
                              • Younger online shoppers leading the move to mobile
                                • Figure 9: Devices used for online shopping, by age, March 2018
                              • Heavy online shoppers also more likely to use mobile
                                • Figure 10: Devices used for online shopping, by frequency of online shopping, March 2018
                              • Consumers visit more sites when shopping “browse-able” categories
                                • Figure 11: Number of sites/apps used by category, March 2018
                              • Greater variation in shopping behavior in want-driven categories
                                • Figure 12: Number of sites/apps used by category – Food and beverages/groceries and clothing, footwear, or accessories, by frequency of online shopping, March 2018
                            • Categories Purchased Online

                              • Apparel and electronics most commonly purchased online categories
                                • Figure 13: Categories purchased online, March 2018
                              • Younger online shoppers drawn to a wider array of categories
                                • Figure 14: Categories purchased online, by age, March 2018
                              • Frequent online shoppers shop a far wider range of categories
                                • Figure 15: Categories purchased online, by frequency of online shopping, March 2018
                              • Consumers continue to shift more of their spend online
                                • Figure 16: Total US retail sales and online sales, at current prices, 2012-17
                              • Apparel and accessories leads ecommerce sales
                                • Figure 17: eCommerce sales by type of products, 2012 and 2017^
                            • The Consumer – What You Need to Know

                              • Online shopping often starts with a plan, but ample room for additions
                                • Value reassurance essential to driving incremental sales
                                  • Online grocery shoppers look for value and help with meal ideas
                                    • Home furnishings shoppers not loyal but open to ideas
                                      • Just browsing: many not always committed to purchase in the first place
                                        • Retailers can use abandoned carts to drive incremental revenue
                                          • Transparency, returns are key to keeping consumers happy
                                            • Creating a seamless experience across platforms
                                            • Planned vs Unplanned: Use of Shopping Lists Online

                                              • Online shopping often starts with a plan, but ample room for additions
                                                • Figure 18: Use of shopping lists online, March 2018
                                              • Staple category shoppers are list-driven but open to additions
                                                • Browsing-driven categories less likely to start with a list
                                                  • Figure 19: Use of shopping lists online, by category, March 2018
                                                • Younger shoppers start with a list but don’t stick to it
                                                  • Figure 20: Use of shopping lists online, by age, March 2018
                                                • The heaviest online shoppers are also flexible list-makers
                                                  • Figure 21: Use of shopping lists online, by frequency of online shopping, March 2018
                                              • Motivating an Extra Item in the Cart

                                                • Value reassurance essential to driving incremental sales
                                                  • Relevance and desirability are also key
                                                    • Figure 22: Reasons for adding to an online shopping cart, March 2018
                                                  • Product images and videos could lead to more impulse buys
                                                    • Helping shoppers stay on top of trends
                                                      • Figure 23: Reasons for adding to an online shopping cart, by age, March 2018
                                                  • Basket-building Behaviors by Category

                                                    • Online grocery shoppers look for value and help with meal ideas
                                                      • Home furnishings shoppers not loyal but open to ideas
                                                        • Figure 24: Basket-building behaviors: Additional items, by category, March 2018
                                                      • Heavier online shoppers more likely to respond to prompts to add items
                                                        • Figure 25: Basket-building behaviors: Additional items, by frequency of online shopping, March 2018
                                                      • Give consumers ideas based on what others are looking at
                                                        • Figure 26: Abandoned shopping cart email, Lowe’s, April 2018
                                                      • Suggest different products
                                                        • Figure 27: Abandoned shopping cart email, Target, April 2018
                                                    • Barriers to Online Purchase Completion

                                                      • Cost-related issues form a substantial barrier to purchase completion
                                                        • Just browsing: Many not always committed to purchase in the first place
                                                          • Figure 28: Barriers to online purchase completion, March 2018
                                                        • Younger shoppers more likely to be just browsing
                                                          • Figure 29: Barriers to online purchase completion, by age, March 2018
                                                        • Remind consumers about what they were looking at
                                                          • Figure 30: Online retail reengagement email sample, DSW, April 2018
                                                      • Factors that Motivate Return to Cart

                                                        • Retailers can use abandoned carts to drive incremental revenue
                                                          • Figure 31: Factors that motivate return to cart, March 2018
                                                        • Younger shoppers expect personalized offers
                                                          • Faster shipping could close the deal
                                                            • Figure 32: Factors that motivate return to cart, by age, March 2018
                                                        • Behaviors toward Online Shopping Carts

                                                          • Transparency, returns are key to keeping consumers happy
                                                            • Figure 33: Behaviors toward online shopping carts, March 2018
                                                          • Heavy shoppers especially likely to appreciate easy returns
                                                            • Figure 34: Behaviors toward online shopping carts, by frequency of online shopping, March 2018
                                                          • Give shoppers a sense of urgency, encourage a store visit
                                                            • Figure 35: Abandoned shopping cart email, Old Navy, April 2018
                                                        • Areas of Improvement

                                                          • Creating a seamless experience across platforms
                                                            • Graduated discounts have potential to motivate incremental purchases
                                                              • Figure 36: Areas of improvement, March 2018
                                                            • Heaviest shoppers more demanding but open to promotions and reminders
                                                              • Figure 37: Areas of improvement, by frequency of online shopping, March 2018
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms

                                                                    Why Consumers Build and (Sometimes) Abandon Online Shopping Carts - US - May 2018

                                                                    US $4,395.00 (Excl.Tax)