Why Do Customers Abandon Their Carts?

Q: Why Do Customers Abandon Their Carts?

The main reasons include high shipping costs, complicated checkout, lack of trust, or browsing without intent to buy. According to Twilio’s insights, common reasons for cart abandonment are: Unexpected costs like shipping fees or taxes. Complicated checkout processes requiring too many steps. Lack of trust in payment security or delivery reliability. Comparison shopping where users browse without intent to purchase. No guest checkout forcing account creation. By addressing these issues, brands can lower abandonment rates and improve conversions.

Published on September 29, 2025

According to Twilio’s insights, common reasons for cart abandonment are:

Unexpected costs like shipping fees or taxes.
Complicated checkout processes requiring too many steps.
Lack of trust in payment security or delivery reliability.
Comparison shopping where users browse without intent to purchase.
No guest checkout forcing account creation.

By addressing these issues, brands can lower abandonment rates and improve conversions.