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Avoid Shopping Cart Abandonment: Don’t hide shipping costs!

In a 2013 study by eDigitalResearch and IMRG, it was discovered that 77% of online shoppers abandoned their cart during the process, with more than half stating that high delivery costs were the main reason for abandonment.

Although cart abandonment rates have since declined according to subsequent Hubspot research, the main cause of abandonment is still unexpected delivery charges.


Nothing frustrates a consumer more than finding a well-priced item online but having an unexpectedly high delivery charge at the final stage of the checkout process.

Diamond’s advice is that the successful ecommerce retailers that we deal with make delivery options and charges obvious on their ecommerce sites.

Successful ecommerce retailers make delivery prices and delivery options visible on an actual product page, rather than being a last step after five clicks and numerous form filled out during the shopping cart process. Its also worth ensuring you have an appropriate carrier for the value of your goods. our research suggests that any carriage or delivery charges should be less that 15% of the products unit cost i.e. if its a £30 purchase consumers expect cost to be no more than £4.50.

Another trend that we’ve observed is that the successful ecommerce retailer makes product return very easy.

According to recent Invesp research, more than 30% of products ordered online are returned, and 92% of consumers have said that the product return process plays a major part in their decision to buy again.

Diamond’s advice is that as 67% of shoppers check the returns page before making a purchase, it’s in your own interest to ensure that your return policy is easy and well publicised.

If you need support in scaling up your ecommerce business do get in touch – or look at our Resources page. Always here for you on 0333 567 5888 or email 


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Diamond Logistics is part of The Diamond Logistics and Technology Group.  

A group of companies that work together to deliver a unique mix of people, technology and logistics that allows them to excel at delivery and fulfilment solutions for UK and international clients. Click on the logos below to visit the other websites.