Abandoned baskets are a normal part of online retail. Some people use the basket as a wishlist, others are comparing prices, and some get interrupted by real life. You will never reach zero. But a share of those abandoned orders come from friction you created and can remove, and those are worth chasing.
First, find out where people leave
Before changing anything, look at the funnel in your analytics: product page, basket, start of checkout, shipping details, payment, confirmation. The step with the steepest drop tells you where to look first. Pair the numbers with qualitative evidence:
- Watch session recordings of shoppers who left at that step
- Run a short exit survey asking what stopped them
- Read support emails and chat logs for checkout complaints
- Try the checkout yourself on a phone, using a guest account and a card you have never used on the site
You will often spot the problem within minutes of honest testing.
Kill the surprise costs
Unexpected shipping fees, taxes or handling charges revealed at the last step are among the most common reasons people walk away. Show delivery costs early, ideally on the product page and in the basket, and offer a shipping estimator based on postcode or country. If you offer free delivery above a threshold, show how close the shopper is to reaching it.
Make checkout shorter and calmer
Every extra field and page is an opportunity to lose someone. Work through this list:
- Allow guest checkout and offer account creation after the order is placed.
- Ask only for information you need to fulfil the order.
- Use address lookup and browser autofill to cut typing.
- Show a clear progress indicator so shoppers know how many steps remain.
- Keep the order summary visible throughout.
- Remove distracting navigation and pop-ups once checkout begins.
- Display inline error messages beside the field, in plain language, without wiping other entries.
Offer the payments people expect
Shoppers have strong habits. If their preferred method is missing, some will simply leave. Consider digital wallets, which let mobile users pay without typing card numbers, and local payment methods for each country you sell to. Buy now, pay later options can suit higher-value baskets. Make sure security badges and familiar card logos are visible near the payment step without cluttering it.
Build trust at the moment of commitment
Right before paying, doubts surface. Address them with short reassurances next to the pay button: the returns window, delivery timeframe, customer support contact and a note that payment is processed securely. A slow or glitchy checkout looks untrustworthy, so make sure it loads quickly and works across browsers. Solid web development foundations matter more here than anywhere else on the site.
Recover the baskets that still slip away
When a shopper has given their email address and consented to contact, a short sequence of reminders can bring them back:
- A first gentle reminder within a few hours, showing the items left behind
- A second message a day or so later answering common objections, such as returns or sizing
- An optional final nudge, which may include an incentive if your margins allow
Avoid training customers to abandon carts on purpose to receive discounts. Many stores find a helpful reminder alone does the job. These sequences can be triggered automatically by your store platform or by connecting it to marketing tools with AI and automation.
Test, measure, repeat
Change one significant thing at a time where possible, then compare completion rates over a meaningful period. Keep a simple log of what you changed and when, so you can link results to causes. Small gains at each checkout step add up.
FAQ
Is a one-page checkout always better than multiple steps?
Not always. A well-organised multi-step checkout can feel easier than a long single page. What matters is clarity, speed and how few decisions the shopper has to make.
Should I force account creation to build my customer list?
It usually costs more sales than it gains. Offer an optional account after purchase, pre-filled with details already entered.
Do exit-intent pop-ups help?
Sometimes, but they can annoy shoppers and are tricky on mobile. If you test one, keep it simple and easy to close.
Next step
Export Apps can audit your checkout, set up abandoned basket emails and fix the technical friction slowing buyers down. Send us a message and we will take a look.