Online Shoppers Are Abandoning Sites That Make Buying Too Hard

Online shoppers are tired of online shopping barriers and leaving sites requiring too much information to purchase products. Somewhere along the way, retailers made it harder than needed. Today, many online shoppers are walking away from purchases because of unnecessary friction—too many forms, excessive personal information requests, or complicated checkout processes.

The Problem: Too Many Barriers

Shoppers expect a seamless, hassle-free experience when buying online. Instead, they’re met with:

• Mandatory Account Creation—Many retailers require shoppers to create an account before checking out, adding unnecessary steps to a process that should be quick.
• Excessive Information Requests – Customers are asked for phone numbers, alternate emails, and even demographic details before finalizing a purchase.
• Clunky Checkout Processes – Slow-loading pages, confusing navigation, and multiple verification steps make completing a transaction frustrating.
• Hidden Fees and Surprise Costs—Unexpected shipping fees or required subscriptions appearing at checkout can cause shoppers to abandon their carts.

The Consequences: Abandoned Carts and Lost Sales

According to Baymard Institute, nearly 70% of online shopping carts are abandoned. While some of these are due to window shopping, a significant portion result from unnecessary barriers. Shoppers don’t have time—or patience—for obstacles. If buying from your site feels like a chore, they’ll move to a competitor that offers a smoother experience.

The Solution: Simplify and Streamline

Retailers need to remove friction to keep customers engaged:

• Offer Guest Checkout – Let customers buy without forcing them to create an account.
• Minimize Required Fields – Only ask what’s necessary to complete the order.
• Optimize Checkout for Speed – Reduce the number of steps and ensure the process is mobile-friendly.
• Be Transparent About Costs – Pay full pricing upfront, including shipping and taxes, to avoid frustrating surprises.

Shoppers have more choices than ever and won’t tolerate barriers that slow them down. If your site makes buying difficult, they’ll go elsewhere—likely to a competitor who values their time. The key to keeping customers? Make online shopping as simple as possible.