Cart abandonment is a major issue for online stores. Even in 2025, up to 70% of shopping carts are abandoned before checkout.
Here is the good news: You can turn many lost sales into completed orders with the right tactics.
In this article, we'll cover 10 proven strategies you can start using right away.
Why cart abandonment happens
Before fixing the problem, it's important to understand why customers leave. Common reasons include unexpected costs, complicated checkouts, slow websites, or a lack of trust. Some users just aren't ready to buy yet.
Understanding these behaviors helps you address the root cause, not just the symptoms.
10 strategies to reduce cart abandonment
1) Show full costs upfront
Hidden costs are the number one reason people abandon their carts. Be clear about all initial charges, including shipping, taxes, and fees. If possible, add a shipping calculator to your cart or product pages. Customers feel more confident when they know the total price before they click “checkout.”
And why is that important? Over 50% of users abandon carts because of unexpected extra costs at checkout.
If a customer sees a product, for example, for €49 and then gets hit with €12 shipping during checkout, they might leave. But if the shipping fee is shown early (or labeled “free over €50”), they're more likely to continue.
Tip:
Consider showing a shipping estimate bar or using a threshold for free shipping.
2) Simplify the checkout process
Long or complicated forms lead to drop-offs. Keep things simple: allow guest checkout, autofill fields where possible, and remove anything unnecessary. A one-page checkout can significantly reduce friction. If someone wants to buy, don't slow them down.
Each additional step in the checkout process increases drop-off rates. Long forms asking for “fax number” or forcing account creation can frustrate users. Amazon's one-click checkout sets the standard for frictionless shopping.
Tip:
Use smart form inputs like postal code-based autofill, and always offer guest checkout.
3) Offer multiple payment options
Not every customer uses the same payment method. Some prefer credit cards, while others rely on digital wallets or installment plans. By offering choices like PayPal, Apple Pay, Klarna, or local providers, you make it easier for people to complete their purchases, especially on mobile.
Lack of a preferred payment method is a common reason for cart abandonment. For example, customers might have funds in PayPal or prefer paying in installments through Klarna. If these aren't available, they may look elsewhere.
Tip:
Offer at least one credit/debit card method, one wallet (e.g., PayPal), and one flexible option, such as buy-now-pay-later.
4) Optimize for mobile
More than half of online shopping happens on mobile devices, but many stores still don't offer a smooth mobile experience. Make sure your buttons are easy to tap, pages load fast, and forms are optimized for small screens. Test your full checkout flow on a phone, not just the homepage.
In 2025, mobile shopping IS the norm, but many stores still treat it as secondary. A cluttered layout, small buttons, or poor touch input can turn away mobile users.
Tip:
Test your store on multiple devices. Is it easy to simplify the checkout flow with one hand on a phone?
5) Add trust signals
Customers are more likely to buy when they feel safe. Add SSL security badges, display accepted payment logos, offer money-back guarantees, and show real product reviews. These elements build trust and reduce hesitation, especially for first-time buyers.
Shoppers abandon carts when they feel unsure or unsafe.
Example:
A store with no contact info, SSL, or reviews feels shady. On the other hand, a visible "secure checkout" badge and a return policy link boost trust.
Tip:
Add real reviews, visible contact options, and payment security icons near your CTA buttons.
6) Use exit-intent popups
When a user moves their cursor to close the tab or switch away, trigger a popup with a discount or reminder. For example: “Wait! Here's 10% off if you complete your order now.” This last-minute nudge can recover many lost sales, but don't overdo it or make it annoying.
These popups give you one last chance to catch a leaving user.
Another example:
“Leaving so soon? Use code STAY10 for 10% off your order” — this can convert a hesitant user.
Tip:
Don't overuse popups. Show them only once per visit and make the offer meaningful.
7) Enable cart reminders
Some people need time to decide. Automatically follow up with emails or SMS messages that remind users of the items left in their cart. Add urgency with limited-time discounts or free shipping offers. Personalized reminders that show the product images tend to work best.
It's important to note that many users just get distracted and forget. A reminder can bring them back.
A reminder like “You left something behind!” with images of the items and a “Resume checkout” button can recover up to 10% of abandoned carts.
Tip:
Send the first reminder within 1 hour, and a follow-up within 24 hours.
8) Personalize the experience
Use data to your advantage. Recommend products based on what the customer viewed or added to their cart. Offer special discounts to returning visitors. With AI tools, you can even tailor homepage banners or checkout offers based on user behavior, increasing the chances of conversion.
Personalization helps users feel seen and nudges them toward buying.
Messages like “You were looking at these boots. Want 10% off?” are more relevant than a generic ad.
Tip:
Use behavioral data (recent views, past purchases) to personalize banners, product suggestions, or cart recovery messages.
9) Create urgency
A little pressure can help close the deal. Show low stock warnings (e.g., “Only 3 left!”), use countdown timers for flash sales, or mention when an offer ends. Make sure the urgency is real; fake messages can hurt your reputation if customers catch on.
A clear deadline motivates quicker decisions.
For example, “Only 2 left in stock” or “Deal ends in 2 hours” taps into the fear of missing out (FOMO).
Tip:
Use real data (stock levels, sale timers), and avoid fake urgency — users can tell.
10) Test and improve regularly
There's no one-size-fits-all solution. What works for one store may not work for another. Use A/B testing to experiment with different layouts, button colors, product descriptions, or promo messages. Even small changes, like changing “Buy now” to “Get yours today,” can impact conversions.
User behavior changes, and what worked yesterday may not work tomorrow.
You might find that a green “Complete order” button converts 10% better than a red one. Or that free shipping banners at the top of the page perform better than popups.
Tip:
Use A/B testing tools to try one small change at a time and measure the result.
Bonus: Track your abandonment rate — and fix what matters
Knowing your cart abandonment rate is the first step. Most e-commerce platforms or analytics tools (like Google Analytics, ReadyCMS Insights, Hotjar, or Shopify reports) will show you:
- How many users add items to their cart
- How many begin the checkout
- How many actually finish their order
From here, look at where the biggest drop-offs occur. If many users abandon after seeing shipping costs, you know what to fix. If they quit before entering payment info, your checkout flow may need improvement.
Pro tip:
Record real sessions or run short user tests. Watching a few users go through your checkout can reveal problems you'd never spot in reports.
Close the cart, not the tab
Cart abandonment isn't just a number; it signals that something along the buying journey isn't working. But with the right strategies, you can turn hesitation into conversion.
Start by being transparent, building trust, simplifying the process, and making it easy for customers to say "yes." Test what works, drop what doesn't, and never stop improving.
The brands that win in 2025 will be the ones that pay attention to what customers actually need and then remove everything standing in their way.
