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From research on real shoppers

Why shoppers leave and what the shops that keep them do.

Three moments in every order. Each number comes from public research. Each screen is a real shop, as we found it.

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  1. 1FashionThe bagWhere the order waits after pay.
  2. 2Home and electronicsThe cartWhere 7 in 10 orders stop.
  3. 3Food and groceryThe basketWhere shoppers look for what they came for.

48%don't say when it arrives

1 in 5left over slow delivery

25%lose the date in tracking

54%make returns hard

Fashion

The sale isn't done at pay.

The shopper is still waiting. Scroll into the bag.

Source: Baymard Institute, delivery date, order tracking and returns research.

One shop doesn't say when it arrives. One does.

13%

of shoppers who left a cart did it over the returns policy.

Source: Baymard Institute, delivery date, order tracking and returns research.

Kotn’s wait screen, as found on 3 November 2026
Don'tKotnShipping lists prices for 26 countries but no arrival time; for that it sends me to the help site.
Girlfriend Collective’s wait screen, as found on 3 November 2026
DoGirlfriend CollectiveShipping says it plainly: ships in 1 to 3 business days, then 5 to 10 days in the US.

Not our clients · made with AI · expert check pending · 3 November 2026

Home and electronics

7 in 10 carts never reach pay.

The average over 50 studies is 70%. Scroll to fill the cart with the reasons.

Extra costs

The biggest reason is a cost the shopper meets at the end.

Five more reasons

Each one stops about 1 in 5 of them.

All of them sit in the checkout

Each reason is a part of the checkout's design.

Source: Baymard Institute, cart abandonment rate, 50 studies.

The cost that shows up at the end, on real shops.

Hawkins New York’s pay screen, as found on 3 November 2026
Don'tHawkins New York'Free' unlimited returns cost $2.98. The box that adds them to my total is already ticked.
Schoolhouse’s pay screen, as found on 3 November 2026
DoSchoolhouseJust my email, then delivery; no box quietly signs me up for marketing.
+35%

Better checkout design alone can lift conversion by 35%.

Source: Baymard Institute, cart abandonment rate, 50 studies.

Not our clients · made with AI · expert check pending · 3 November 2026

56%

of shops don't support the searches shoppers type.

46%

don't send a search for a category to that category.

43%

is all that offer every key filter.

15%

let shoppers pick only one value per filter.

Food and grocery

If they can't find it, they can't buy it.

Scroll to fly over four baskets. Each one holds one fact.

Source: Baymard Institute, e-commerce search and product list research.

One shop buries the filters. One puts them on top.

In Pursuit of Tea’s filter screen, as found on 3 November 2026
Don'tIn Pursuit of TeaAll Tea lists 199 teas, and the only filters are Availability and Price, not type, taste or caffeine.
Burlap & Barrel’s filter screen, as found on 3 November 2026
DoBurlap & BarrelFilter & sort and a spice search sit right above the first jars.

Not our clients · made with AI · expert check pending · 3 November 2026

Source: Baymard Institute, e-commerce search and product list research.

Photos of the cart, basket and bag made with AI.

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