Online shopping: why shoppers have abandoned this 10 things in their carts

iLawyerJan 9, 2018Home2166

The peak of the holiday shopping frenzy seems to have come and gone in a blink of an eye, but the data continues to pour in. The user-experience analytics company ContentSquare analyzed over 29 million online shopping sessions across 14 retail accounts during the 3.5 month holiday period to get a sense of what items were people abandoning in their carts – and why.

© Article’s author: Tom Popomaronis.
© Source: Forbes

Why shoppers have abandoned this 10 things in their carts

In order of most abandoned:

  1. Watches
  2. Jewelry
  3. Perfumes
  4. Makeup
  5. Skincare
  6. Shoes
  7. Children’s clothes
  8. Home items
  9. Spirits
  10. Food

OK, so why?

ContentSquare CEO Jonathan Cherki said that items considered as ‘extras’ are left behind much more than items considered as necessities – logical, right? So as a result, when the time comes to complete a purchase, people will hesitate much less when buying something they need (like food) than something they want but don’t need. Sometimes people use carts as wishlists, to save items they liked for later. Cherki suggested that this is not the experience brands should offer; they should have separate wishlists with different features than the cart for this purpose.

Watches, Jewelry, and Perfumes

When people shop for luxury items, such as watches, jewelry, and even perfumes, many times they reach the cart and they don’t buy – and it happens for two reasons. Sometimes, as mentioned above, the cart is being used as a wishlist. But most of the time they reach the cart, they see the price which seems too expensive, and they regret their intention to buy. They tell themselves they don’t really need it (we’ve all been there). This is where brands need to improve the experience and encourage them to buy. and can be done through strategic incentives that encourage an impulsive buy. Keep in mind, luxury shoppers are more likely to convert on the first visit than e-commerce visitors so we could say they are buying on impulse.

Makeup and Skincare

Regarding makeup and skincare, these are usually items that people buy for themselves. During the holiday, people will give up their personal items in favor of buying gifts for other people, and therefore makeup and skincare are left behind.

Children’s Clothes & Shoes

These are abandoned much less than other items because, following the previous point, it is easier to buy for someone else. Buying for children comes with a feeling of satisfaction that you are investing your money in the right people, so there is much less frustration. Also, since children grow out of clothes quickly and they can be considered as a necessary item and not extras, people are used to buying children’s clothes so the familiarity makes the process easier, quicker, and less abandoned. Depending on who you’re shopping for, the same applies to shoes (especially if you already know a particular brand and size that’s right for you or anyone you’re buying for).


Spirits are the next-to-last least abandoned items. Again, during holidays, people are hosting dinners and get-togethers and alcoholic beverages are usually a staple in these events. They will not consider hosting without, so these purchases are not abandoned. Champagne sold more than beer and wine in the holiday season, which points to the festive nature of these purchases. It’s no surprise that there’s a continued emergence of on-demand alcoholic delivery services (like Drizly), which make the process that much more streamlined, convenient, accessible, and novel. Another thing to keep in mind is that usually people know what spirits they like, and they want to offer. Since you can’t taste new drinks online, people will stick to items they know they enjoy and will be determined to complete the purchase.


Food and groceries are the least abandoned items, not only because they are the classic definition of necessities, but because the purchasing experience for them online is very similar to the experience offline! When the gap between the online and offline experience is too big, the abandon rate is big – as you can see in luxury items.

Closing the (Abandonment) Gap is a Necessity

Users on mobile have a 35% higher abandoned cart rate than from desktop. This highlights the fact that mobile experiences are not yet optimized for conversions. Responsive websites are no longer enough. Experiences must be optimized for mobile devices. Avis understood this and saw a 27% increase in mobile conversions and a 63% increase in mobile upsells after optimizing the mobile experience (based on ContentSquare insights). This optimization included a simplification of the check-out process – less clicks, and less screens – and a change in strategy regarding details needed in order to complete the process.

In summary, Cherki shared:

When the gap is small, the abandon rate is small as well. Experiences must be tailored to the online customer. It is not effective to offer the same online check-out experience for Saks Fifth Avenue, and for Walmart and it’s time brands invested in their unique online experience.

As shopping experiences continue to evolve, we’ll definitely see what’s in store (or out of cart) in 2018 and how retailers will cater to that shift.

Votes: 6
Share a link with your friends:
With “Online shopping: why shoppers have abandoned this 10 things in their carts” also read
FinanceRetail renaissance: Big Shopping Trends in 2018 - the signs are promising
326 4 45
2017 was the year of the retail apocalypse. Tech transformation. Retail is a people business. Predictions: pot, politics and Bitcoin. New business models will emerge.
GadgetsBest cutting-edge products: the 10 most popular Gadgets of 2017
270 30
Technology companies like Microsoft, Samsung, Apple are constantly finding new ways to improve their cutting-edge products. There are several big changes in 2017.
MobileShopping: iPhone X, Pixel 2 or Galaxy S8 - how each phone differs from one another
267 1 36
iOS or Android? If you’re shopping for a new smartphone, there’s a good chance three options come to mind: Apple iPhone X, Samsung Galaxy S8, Google Pixel 2.
Technology13 Cool Tech Gifts you must have and don’t have to spend a fortune on them
253 2 55
We have some real deals for less than $50. If you’re a generous type and have a big family or lot of friends, the holidays can be a financially taxing time.
Total: 1 comment
Please note! In order to quote the entire comment - click “Quote” without selecting anything. To quote a part of the comment - first select it, then click “Quote”.
  1. Morpheius
    2018-01-9, 3:38PM
    Great article! Interesting to see insights on the products that are abandoned most. Automated cart and checkout abandonment implemented thoughtfully can go a long way to nudging customers to complete the purchase.

    Something thing I've learned after working with many online retailers selling luxury items, is that consumers often complete the purchase on a computer not always because the mobile experience wasn't optimized, but because it feels more secure and concrete making a substantial purpose from their computer. This is gradually changing, but it is a psychological factor to consider, and another reason why cart abandonment emails should work across different devices.
Write a review
To add a comment to this publication, you need to register or Log In.
Even more publications
New articles announcement
In the air: Recent Comments
2018-01-17, 5:53AM
Double loft beds similar the black one available in various mattress sizes made to your choice of headroom, with a choice of sloping or..To get you inspired: 12 awesome ideas where to put a bed in a tiny room
2018-01-17, 5:48AM
Great Collection of space savers! With more and more tiny houses becoming popular, ideas such as these are great examples that could be..To get you inspired: 12 awesome ideas where to put a bed in a tiny room
2018-01-16, 12:04PM
The best of interior decoration I have ever seen, awesome creativity! Cool ideas, but some of these are totally removed from possibility if..To get you inspired: 12 awesome ideas where to put a bed in a tiny room
2018-01-16, 11:07AM
As a college student wrote, this post stood out. I always have the problem of too many things in too little of a space. If this post was..To get you inspired: 12 awesome ideas where to put a bed in a tiny room
2018-01-16, 5:51AM
In-home services, delivery, and consultations will pervade the market. Consumers no longer want to leave the house to buy commodities. So,..Retail renaissance: Big Shopping Trends in 2018 - the signs are promising
2018-01-16, 5:29AM
Healthy and environment-friendly lifestyles will be a focus for many consumers. Consumers will be increasingly mindful of their purchases...Retail renaissance: Big Shopping Trends in 2018 - the signs are promising
Popular Comments
2017-11-21, 11:58AM
Who wins? Well the buyer will not. For all those who cry about your “Right to privacy” - if you are foolish enough to have one of these in..Let’s compare who wins: Google Home Mini for $50 or Amazon Echo Dot
2018-01-7, 1:22PM
Simple solutions: 1. You live off of handouts you can't vote. Let those who pay the bill decide. 2. Welfare because your a single..Welfare reform: 6 million open jobs - the challenge is to get people back to work
2017-12-18, 7:10PM
The only reason to use a gift card is if you are dealing with kids and want to restrict what they can get, so for example, you get them a..13 Cool Tech Gifts you must have and don’t have to spend a fortune on them
2017-11-21, 12:24PM
No these devices are absolutely NOT listening to every word you say, cataloging, storing, and saving. Of course NONE of these devices are..Let’s compare who wins: Google Home Mini for $50 or Amazon Echo Dot
2017-12-23, 3:49PM
"It's time for the Jedi, and for Star Wars... to end." The Last Jedi is one giant cinematographic anticlimax. Each..“Star Wars” recovering? “The Last Jedi” has earned around $570m around the world
2017-12-20, 6:07PM
This is never going to happen. Republicans are NOT going to cut, they will continue to explain that a growing economy will grow them out of..9 things about historic Tax Reform - Trump’s first big legislative win
Most viewed in the past 24 hours
Most viewed in the month
Popular news topics
5G Apple beds Bitcoin breaking news broadband business news entertainment finance furniture gadget gadgets Google Home Mini home furniture ideas iPhone battery iPhone slowdown markets mattress mobile Motorola movie review news opinion politics reforms retail security shopping smart speaker smartphone Star Wars T-Mobile tax laws tax reform taxes tech tech news The Last Jedi U.S. Senate
» » Online shopping: why shoppers have abandoned this 10 things in their carts