While most consumers love the convenience and variety of online shopping, they find some aspects frustrating or time-consuming. 

As a result, about half of consumers have abandoned their online shopping cart on a potential clothing and accessory or home furnishing purchase in the last year, according to “The Tailored Shopping Experience,” a PYMNTS and Elastic Path collaboration based on a survey of 2,094 U.S. consumers. 

Get the report: The Tailored Shopping Experience 

The survey found that 54% of consumers had abandoned a clothing and accessory purchase in the last 12 months and 47% had abandoned a home furnishing purchase. 

The most common reasons consumers abandoned their carts are the cost of delivery and the price of the product. 

Among those who abandoned a clothing and accessory purchase online, 38% said they did so because the cost of delivery was too high and 36% said they did so because they found the product cheaper elsewhere. 

Those are the top two reasons cited by home furnishing shoppers, too, but these shoppers ranked them in a different order. Among home furnishing shoppers, 40% said they found the product cheaper elsewhere and 37% said the cost of delivery was too high. 

When consumers run into obstacles making online purchases, they may delay that purchase, or worse, they might not complete it. 

To solve problems like these, and to increase the chances of consumers completing their online transactions, many brands have introduced tailored online shopping experiences that use known information about a customer to provide them with a more personalized, customer-centric, friction-free shopping experience. 

For example, a tailored online shopping experience might include the consumer’s desired shipping options or items selected based on the consumers’ preferred price point, thereby removing friction and potentially improving cart abandonment rates. 

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