The numbers

According to the Danish Baymard Institute, nearly 70% of US customers abandon their cart and a little over 41% of those that intend to purchase abandon the checkout for reasons out of their control. The following graph is a breakdown of reasons for abandonment:

Checkout Abandonment Chart

This graph can be split into 3 categories.

  1. Things which Magento 2 already covers out of the box, such as guest checkout and stability of the platform.
  2. Issues that not directly fixable through modifications in the checkout (fees, logistics). 
  3. Finally, we're left with a small subset of reasons that are quite easily tackled:
    • Simplify and reduce the length of the checkout process.
    • Clarify to the customer up-front about costs.
Read more »