Main reasons for cart abandonment among online shoppers worldwide 2024

In a survey conducted in 2024, approximately 41 percent of global online shoppers said they abandoned their carts because delivery fees were too expensive. Another 30 percent of shoppers were abandoning their carts due to unexpected costs at checkout, or because they found items cheaper elsewhere.

Delivery trumps all else?

Delivery may well be such a pivotal criterion in the online shopping experience that it can effectively make or break an online purchase. Consumer delivery preferences have veered towards the lowest-cost delivery in most if not all product categories in 2024. In fact, cost of delivery was the most important delivery feature according to 35 percent of online shoppers worldwide, followed by speed and convenience of delivery.  

Free versus sustainable

In a survey conducted in September 2023, free shipping was the most important e-commerce delivery consideration for shoppers in the United States, United Kingdom, and Germany. Fast shipping, shipment tracking, and free return shipping also ranked high on the list of top delivery preferences. Carbon-neutral shipping, however, did not.