In Romania, the average shopping cart abandonment rate for online retailers stays between 60% and 80%, according to a study conducted by Teamshare, one of biggest local integrated e-commerce platforms.

Although the percentage is similar to the one recorded by the offline stores, where the customers test several products before purchasing them, the online retailers can implement a series of measures to prevent this.

For example, they can implement personalized remarketing strategies on a single client, with relatively small costs, and without affecting the products’ standard prices. They can also implement an easier checkout, an online chat, and make the contact details very visible as the users tend to not make purchases from websites that limit to a contact form and an email address.

But why do the customers click away from their shopping carts? According to Teamshare, one of the reasons is that the clients haven’t made the purchase decision yet, as they are still exploring the platform. The lack of product details can also make the customer abandon the shopping cart.

The price is also very important for the customers, and it must be correlated with the products’ availability and the time of delivery. The users are willing to pay extra for a complete service.

Another reason is the unclear information about the cost of transport. For example, messages such as “we will contact you later to confirm the transport cost” discourage the user.

Moreover, the retailer’s brand can also have an impact on the client’s purchasing decision.

Teamshare is an integrated e-commerce platform developed by Entelion Software.

Romanian companies, second-to-last in the EU for online sales

Irina Popescu, irina.popescu@romania-insider.com