Shipping Issues That Cause Cart Abandonment—and How To Fix Them

Why do people abandon online shopping carts? 

Several factors come into play, but shipping is one of the most common culprits. When faced with unexpected costs or lengthy delivery timelines, shoppers often lose momentum and leave without completing their purchase.

Let’s review the two main shipping issues that cause cart abandonment, as well as quick solutions you can use to convince customers to stick around.

Issue #1: Unexpected costs

Faced with rising inflation and an uncertain economy, shoppers aren’t just checking product prices. They’re also taking shipping costs into account when making online purchases. 

In fact, one study found that over one-third of consumers say that delivery cost plays a role in whether they’ll make a purchase. Other research revealed that extra costs, such as shipping, taxes, and fees, account for 39% of abandoned carts. 

The most obvious takeaway? To win customers and beat out the competition, you need to make sure you’re offering low-cost (or even free) shipping options. A shipping API like EasyPost can help with this!

But there’s another important lesson: When extra fees are hidden away, it’s harder for shoppers to make an informed decision. If they feel like your brand is being sneaky, you’ll instantly lose trust—and paying customers. 

Let’s look at a few ways to make sure shipping costs don’t trip up shoppers at the finish line.

Display shipping costs early in the buying process

One of the simplest ways to reduce cart abandonment is to be upfront about shipping costs from the start. This transparency builds trust and sets expectations before a shopper is emotionally invested in completing the purchase.

When shoppers can see estimated shipping fees on product pages or early in checkout, they’re less likely to feel surprised or misled later. 

This way, even if your shipping isn’t the cheapest, customers can still make a confident decision. 

Offer free shipping with a specific purchase threshold

To reduce friction, you might try offering free shipping once a shopper reaches a minimum order value. 

This lets customers know from the beginning that as long as their cart reaches a certain total, they won’t have to worry about shipping costs.

A free shipping threshold works best when the offer is clearly visible on product pages, in the cart, and during checkout. Clear messaging removes uncertainty and helps shoppers feel in control of the total cost. 

Issue #2: Slow (or unclear) delivery timelines

Unclear or overly long delivery estimates can stop a purchase just as quickly as high shipping costs. If shoppers don’t know when an order will arrive, they might assume the worst and decide to check out a competitor’s store.

Additionally, since delivery speed matters differently to different customers, a lack of options can create friction at checkout. 

For example, some people might be willing to wait longer if the shipping cost is lower, while others are willing to pay a premium for faster delivery.  But if you don’t offer a variety of choices, you could lose out on one group of buyers.

The ideas below will help give shoppers the confidence to check out.

Provide several shipping options

To decrease cart abandonment, allow customers to choose a shipping service that best balances cost and speed according to their personal preferences. 

As we mentioned above, some shoppers value fast delivery. In fact, offering faster options, such as same-day, next-day, or two-day shipping, is correlated with a 10.5% increase in conversion rates. So it’s definitely worth offering these expedited services.

However, other customers value cost above all. To appeal to these shoppers, make sure to provide more affordable shipping options. One easy way to offer inexpensive shipping? Use rate-shopping software to find the best deals.

Provide an estimated delivery date, not just delivery speed

Baymard’s checkout UX testing has revealed that when sites provide shipping speed (“5 business days”) rather than an estimated delivery date (“Tuesday, March 8”), shoppers often get confused—and sometimes abandon the purchase entirely.

That’s because customers don’t know what the fulfillment process looks like. For example, if they aren’t sure when an order will actually be shipped, they don’t know when to start counting down the days until it arrives. The term “business days” can also be confusing, since carriers define them differently.

Thankfully, the solution is simple. To avoid confusion, provide a specific estimated delivery date for every order. Your customers will thank you!

Paint a picture of the delivery process in abandoned cart emails

When someone abandons their cart, a brand’s first move is usually to send an abandoned cart email or retargeting ad. These messages often focus on reminding the shopper what’s in their cart and encouraging them to complete the checkout process, sometimes offering a discount to sweeten the deal.

While this classic marketing strategy can be effective, most businesses overlook a powerful way to encourage purchases: bringing shipping into the picture. 

When you provide a delivery timeline, a customer can visualize themself receiving their package; they know exactly what to expect. And it can make them more likely to follow through with the purchase.

So if you’re looking to improve your abandoned cart email conversion rates, try something like this:

Subject: Order now, get your package on Friday.

Body: If you order today, your package will arrive by 9:00 p.m. on Friday. 

[Name], it looks like you left a product in your cart. If you finish checking out in the next four hours, it can be yours in just four days!

• Today: We pack and ship your order.
• Wednesday: USPS picks it up (and you can start tracking its journey).
• Friday: Your package is delivered!

Want to make it happen? Click here to finish checking out. 

Transform shipping from a hurdle to a selling point

Shipping doesn’t have to be the reason a shopper walks away at the last second. 

By being transparent about costs, offering flexible delivery options, and clearly communicating when an order will arrive, you give customers the confidence they need to complete a purchase. While these change are often straightforward, they can have a big impact on conversion rates and customer trust. 

And that’s a win for everyone.