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Checkout abandonment rate falls to record low

The rate of checkout abandonment fell to a record low of 26% in the three months to the end of April, compared to an average of 30% during the same period in 2014 and 35% in 2013.

Sales through mobile devices accounted for 42% of total UK online retail sales across all categories in the first three months of this year, up from 40% in the previous three months and 34% on the same period last year, according to the IMRG Capgemini Quarterly Benchmarking report.

It found 58% of traffic to ecommerce sites now comes from a smartphone or tablet, up from 53% in the previous quarter and 48% in the first quarter of last year.

On the abandonment rate, Tina Spooner, chief information officer at ecommerce membership organisation IMRG, said: “There are any number of reasons why shoppers might abandon at that point – particularly in relation to trust, convenience or delivery options – and the investment made in improving these areas appears to be paying off.”

Alex Smith-Bingham, head of digital, consumer products and retail at Capgemini, added: “The growth of mobile sales is no doubt a key factor in the drop in the abandonment rate at the point of checkout.”

But he said that there was still room for improvement in terms of the technology on offer, for example to make mobile payments smoother.

“As the mobile shopping experience becomes ever more intuitive and immediate, I expect abandonment rates to continue to fall,” he added.


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