Introduction:

Ghost eCommerce is a term used to describe the online shopping behavior of consumers who add items to their cart but never complete the purchase. According to research, almost 70% of online shopping carts are abandoned before the transaction is completed. This trend has been a major concern for eCommerce businesses, as it impacts their sales and revenue. In this article, we will explore the reasons behind ghost eCommerce and how businesses can address the issue.

Reasons Behind Ghost eCommerce:

High Shipping Costs:

One of the primary reasons why consumers abandon their shopping carts is the high shipping cost. Consumers often expect free shipping, or at least low shipping rates, and high shipping costs can be a major turn-off. According to research, 60% of consumers abandon their shopping carts due to high shipping costs.

Complicated Checkout Process:

Another reason why consumers abandon their shopping carts is the complicated checkout process. If the checkout process is too long, complicated, or confusing, consumers are more likely to abandon their carts. According to research, 28% of consumers abandon their shopping carts due to a complicated checkout process.

Security Concerns:

Many consumers are concerned about the security of their personal and financial information when shopping online. If they feel that the website is not secure, they are more likely to abandon their shopping carts. According to research, 17% of consumers abandon their shopping carts due to security concerns.

Technical Issues:

Technical issues such as slow page loading, website crashes, and error messages can also cause consumers to abandon their shopping carts. According to research, 18% of consumers abandon their shopping carts due to technical issues.

Addressing Ghost eCommerce:

Free Shipping:

Offering free shipping is one of the most effective ways to reduce ghost eCommerce. Many consumers are more likely to complete the purchase if they know that shipping is free. eCommerce businesses can consider offering free shipping on certain products, or for orders above a certain amount.

Simplify Checkout Process:

Simplifying the checkout process is another way to reduce ghost eCommerce. eCommerce businesses can consider streamlining the checkout process, reducing the number of pages, and making it easier for consumers to complete their purchase. One-click checkout, guest checkout, and auto-fill forms are some of the features that can make the checkout process more convenient for consumers.

Improve Website Security:

Improving website security is another way to address ghost eCommerce. eCommerce businesses can consider using SSL certificates, two-factor authentication, and other security measures to ensure the safety of consumer data. Displaying security badges, customer reviews, and testimonials can also help build trust with consumers.

Optimize Website Performance:

Optimizing website performance is another way to reduce ghost eCommerce. eCommerce businesses can consider improving page loading times, reducing website crashes, and eliminating error messages. This can be achieved by optimizing website images, reducing the number of plugins, and using a content delivery network (CDN).

Conclusion:

Ghost eCommerce is a major concern for eCommerce businesses, as it impacts their sales and revenue. By understanding the reasons behind ghost eCommerce and implementing the right strategies, businesses can reduce the number of abandoned shopping carts and increase their sales. Offering free shipping, simplifying the checkout process, improving website security, and optimizing website performance are some of the ways to address ghost eCommerce.