Royal Mail survey – shoppers abandon over cost

A Royal Mail survey suggests that one in ten shoppers will abandon their shopping basket at checkout because they get cold feet when they see how much money they are spending.

The new Royal Mail report has also found that price savvy younger shoppers (in the 18-24 age group) are the most difficult age group to convert from online browsers to buyers. 61% of them frequently abandon their online shopping baskets by comparison to around 4 in 10 (39%) in the 35-44 year old age group.

Nick Landon, Managing Director of Royal Mail Parcels, commented: “The findings suggest that online shoppers often start off browsing online innocently – a term known as digital window shopping – get carried away by attractive offers and great product reviews, load up their baskets, proceed to check out and then have an “oops moment” when they see their total spend. This then prompts them to seek a better deal elsewhere or abandon the purchase completely.”

There is good news in the Royal Mail research however – the research into shopping habits and preferences of online shoppers suggests that they are buying more frequently online than they did a year ago. This report found a 14% increase in the number of times consumers in the UK bought items online. This research somewhat reflects figures on the growth of e-commerce nationally.

Landon added: “As online shopping frequency increases, so does the consumer’s expectations of their delivery experience. Fast delivery times, tracking, free returns and trust play an increasingly large role when online shoppers make their purchasing decision.”