Poor checkout options 'lead to abandoned online baskets'

Poor checkout options, like a lack of one-click or quick payment options, can lead to retailers losing online customers, a new study has found.

Research by PPRO last year found that 44 per cent of UK consumers would give up on a purchase if their preferred payment option wasn’t offered at the online checkout.

While 41 per cent of retailers have embraced Buy Now Pay Later (BNPL) schemes, such as Klarna and LayBuy, many still don’t provide the convenience of one-click payments which shoppers have become accustomed to using on Amazon.

A study by parcelLab found that while retailers invest heavily to get shoppers online and to the point of purchase, little is done to retain them or stop them abandoning an order.

“Conversion blockers at the online checkout risk undoing all the hard-won gains of getting that customer right to the point of purchase,” said Tobias Buxhoidt, co-founder and chief executive of parcelLab. “Retailers are already paying handsomely to get a shopper to their site in the first place amidst rising competition online, so they can’t afford to fall at the last hurdle by adding friction at checkout and potentially losing a sale, right at that critical moment.

He added: “By thinking about the checkout not just as a transactional process in the buying journey, but as integral to the customer experience, retailers can smooth the path to purchase and increase the likelihood of conversions and sales.”

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