People add to basket, then leave. Here's why

When people add to basket and then leave, the usual reasons are a cost they didn't expect (most often delivery), being made to create an account, not seeing a way to pay they trust, doubts about whether your shop is safe, a long or fiddly form, and a checkout that's hard to use on a phone. In large shopper surveys, unexpected extra costs come top of the reasons people give for leaving.

Some abandoned baskets are normal. Plenty of people use the basket as a wishlist, or to find out the delivery cost, with no plan to buy today. You won't get it to zero. The aim is to remove the reasons that put off people who did want to buy.

First, find out where they stop

"Added to basket but didn't buy" covers two different drop-offs: people who never start checkout, and people who start but don't finish. In Shopify, the conversion breakdown in Analytics shows both: sessions with an add to cart, sessions that reached checkout, and sessions that completed it. On WooCommerce and other platforms, Google Analytics' e-commerce reports can show the same steps if they're set up. If most people stop at the basket, look at the basket page. If they start checkout and stop, look at your checkout settings and form.

1. The delivery cost is a surprise

If the first time a shopper sees the delivery charge is in the basket or at checkout, many will leave. It feels like the price has gone up. Show the delivery cost and how long it takes on the product page, near the price, and again in the basket before checkout. If you offer free delivery over a certain amount, say so, and show how close the basket is.

2. Shoppers are made to create an account

Asking someone to choose a password before they can pay is a well-known reason to leave. Let people check out as a guest, and offer to create an account after the order, when it only takes one click. On Shopify, check your customer account settings so signing in is optional.

3. Their way of paying isn't there

Shoppers who always use PayPal, Apple Pay, Google Pay or a pay-later option may stop if they can't see it. Show the payment methods you accept on the product page or in the basket, so they know before they start. You don't need every option. Add the ones your customers ask for.

4. They're not sure your shop is safe

Before typing in card details, people look for reassurance. Small and new shops have to work harder at this, because shoppers haven't heard of them.

• Reviews on product pages, not just a reviews page
• A short returns promise near the basket total
• Your company name, address and phone number in the footer
• An email address on your own domain, not Gmail or Hotmail
• A clear line at payment saying it's secure and who processes it

5. The form is long or fiddly

Every field is another chance to give up. Ask only for what you need to deliver the order. Use postcode lookup for addresses, set the billing address to match delivery by default, and only ask for a phone number if the courier needs it. If you do, say why. Mark any optional fields clearly.

6. It's hard to use on a phone

Go through your own checkout on your phone. Are the buttons big enough to tap? Does a number keypad appear for the card number? Does the page jump around as it loads? Does a chat bubble, cookie banner or sticky bar cover the pay button? Small annoyances add up when someone's typing with one thumb on a bus.

7. The discount code box sends them hunting

A big empty "Discount code" box tells shoppers without a code that someone else is paying less. Some leave to search for a code and never come back. Make it a small link, such as "Have a code?", rather than an open box. If you're running a sale, apply the discount automatically so nobody needs a code.

8. The basket doesn't make the next step clear

The basket should show the items, delivery, the total and one strong checkout button. Upsells and "you might also like" rows are fine below that, but on a phone they shouldn't push the checkout button off the screen.

What about abandoned basket emails?

Reminder emails can bring some shoppers back, and Shopify and most other platforms have them built in. They're worth turning on, as long as you follow the rules on marketing emails. But they treat the symptom. If people are leaving because of a delivery charge they didn't expect, an email reminding them about it won't change their mind. Fix the reason first.

A ten-minute test you can do today

1. On your phone, open a best-selling product and add it to the basket.
2. Note the first moment you see the delivery cost.
3. Try to check out without creating an account.
4. Count the fields you have to fill in.
5. Look for the payment method you'd normally use.
6. Note anything that covers the screen, jumps or makes you wait.

Fix whatever surprised you first. Then watch the conversion breakdown for a few weeks to see whether more sessions get from basket to completed order.

The free check below can look at a product page or a public basket page on desktop and mobile, and point out problems such as missing delivery information, a weak add to basket button or no reviews. It doesn't go through your checkout itself, because that needs a basket and a payment, so the test above is still the best way to check the last few steps.