From Midnight Thursday to Midnight Monday only 24.95% of people who started buying something online completed the purchasing process, with just one in five mobile shoppers completing it, according to analytics startup Formisimo. Reasons for shoppers not completing the buying process online include a complicated check-out process, one that is too slow or that simply fails, and websites asking for so much information that the shopper gets bored and buys elsewhere.
The UK and the US have some of the highest shopper-drop-off rates, with almost 70% of people in the UK abandoning the online buying process just before the end. The worst country in Europe is France, where just 24% of shoppers make it through the checkout process, taking them on average 1 minute 42 seconds to buy online.
Firefox users are the most likely to convert in to customers, with 30.4% of them able to complete an online checkout. 28.7% of Chrome users and 24.2% of Safari get through the purchase process, and the last remaining Netscape users find it incredibly hard to buy online with just over one in ten making it through.
CEO of Formisimo Al Mackin says “After all the browsing and searching to find a great deal you’d be amazed at how many shoppers hate filling in their details in an online checkout – so much so that they go and buy from elsewhere. With tempers frayed they’re less patient with processes that ask for too much information, that have errors, or that are simply confusing. On some of the busiest online shopping days of the year online retailers are losing up to 80% of their potential sales right at the end of the buying cycle”.