Checkout abandonment an online vendor pain: PayPal

A recent survey by PayPal reveals that online merchants face a significant challenge with consumers falling victim to checkout abandonment.

The study unveiled various reasons why two out of three would-be online shoppers abandon items in their shopping carts at the checkout stage. Often, they’re surprised by costs not previously disclosed. Sometimes their preferred payment method was unavailable or their wallet was out of reach. But online comparison shopping also plays a role when consumers want to cross-compare products online versus the traditional store.

“In today’s e-commerce climate, consumers expect their online-shopping experiences to mirror those found in the offline world,” said Arturo Perez-Reyes, professor of e-commerce at the University of California in Berkeley.

The study surveyed U.S. shoppers who recently abandoned the checkout flow on either a large or small merchant Web site.