Online retailers under peak pressure to deliver the goods

38% of UK shoppers abandon an online purchase at least once a week, with 21% claiming to do so more regularly, according to research by Klarna and BigCommerce.

The pair surveyed 2,000 Brits and found that a lack of fast and affordable delivery options is the number one reason behind cart abandonment. The burden of needing to create an account and frustrations with the functionality of a mobile website came second, cited by 32% and 33% respectively.

Meanwhile, 27% of consumers have given up on a purchase because they couldn’t remember their login details for an existing account, whilst 26% admitted they have quit halfway through because they ‘couldn’t be bothered’ to prepare their card details.

Laurel Wolfe, VP Marketing at Klarna, says: “Consumer behaviour might feel particularly unpredictable right now, but fundamental needs remain the same. Just like Maslow’s theory, this means starting with the basics and working up.”

“Customers won’t feel comfortable if a website feels insecure, whilst a fast, smooth checkout process is likely to encourage loyalty. From flexible payment options and shopper security to relevant content and referral traffic, we’re proud to help retailers improve the shopping experience at every stage of the journey, enabling them to create closer connections with customers.”

Andrew Busby, CEO at Retail Reflections and IBM Futurist, comments: “Even before Covid-19 struck, retail was undergoing a seismic shift – and now its transformation is almost inevitable. Innovation is key, and retailers are right to consider new ways of reaching customers and bringing the same enriching experiences to them in this strange new world.”

“But, in a matter of months, functionality and safety have shot to unprecedented levels of importance. Physical stores may never look the same again – and, from the ability to try before you buy to the need for secure spending and rapid returns, online retailers are under peak pressure to make the shopping experience as safe and seamless as possible,” he concludes.