Nearly 50% of Amazon consumers only add to cart but do not place an order

Advertising budgets have been spent, orders are few or even non-existent, and the number of order cancellations is increasing... These are the problems that most Amazon sellers have or are facing. In addition to the problems with the product itself that affect the conversion rate of the listing, the purchase behavior of platform consumers who only add items to cart but do not pay for them has also exacerbated the occurrence of these situations!

In a recent study of Amazon shoppers’ online behavior, Ve Global found that more than 43% of Amazon shoppers never completed the final checkout , which means that at the last minute, they chose not to add products to the shopping cart.

According to Ve Global's survey results, 14 % of consumers browse online shopping platforms every day but do not plan to buy anything , and most people just do it to kill time. But overall, e-commerce platforms have gained more traffic since 2019 , increasing sales by 32.4% in the United States alone .

For sellers, this trend has some benefits . The increase in platform traffic allows sellers' products to be seen by more consumers. As for the number of orders, it is determined by the conversion rate of the product itself. However, there is also a more prominent negative impact. Sellers may have paid advertising fees for products added to the shopping cart , but because consumers have not paid , sellers cannot see the immediate return on advertising spending.

Emily Pfeiffer, senior analyst at Forrester , said that besides wanting to buy immediately , customers put products into shopping carts on websites for many other reasons , such as using the shopping cart as a wish list , comparing the price-performance ratio of products on multiple platforms before considering whether to buy, or adding items to cart in advance for future use.

So how can we attract buyers’ purchasing interest as much as possible and increase their payment rate after adding items to cart?

The survey shows that factors that influence whether consumers choose to buy products from a certain brand or store include: a reputable brand experience ( 49%), more detailed product specifications (37%), and the ability to get recommendations (21%) and guidance (19%) on the website.

Amazon

consumer

Just add to cart without placing an order