Around 70% of online carts are abandoned. That's not a small leak — it's most of your potential revenue walking out the door. The good news: the reasons are well understood, and most are fixable.
Why shoppers abandon
- Unexpected shipping costs or slow delivery
- A checkout that's too long or asks for too much
- No payment method they trust
- Concerns about security or returns
- Just browsing (some abandonment is normal)
Fix the top cause: shipping surprises
Show shipping costs and delivery estimates before checkout. A shipping calculator or clear thresholds ("free delivery over X") removes the nastiest surprise.
Strip friction from checkout
- Offer guest checkout
- Turn on accelerated checkouts (Shop Pay, Apple Pay, Google Pay)
- Remove every non-essential field
- Show a progress indicator
Offer the right payments
In Soto, if a shopper can't pay the way they trust, they leave. Make sure local methods — Cards, PayPal and Apple Pay — are front and centre.
Build trust at the finish line
Security badges, a visible returns policy, and reassurance near the pay button all reduce last-second hesitation.
Recover the ones who still leave
Set up automated recovery:
| Channel | When | Why it works |
|---|---|---|
| 1h, 24h, 3d | Reliable, cheap, high ROI | |
| WhatsApp/SMS | Within hours | High open rates in Soto |
A gentle reminder — sometimes with a small incentive — brings a real share of those carts back.
The compounding win
Reducing abandonment is cheaper than buying more traffic. Fix the checkout and recovery flow first, then scale your ads.
Want us to find the friction in your checkout? Book a free audit for your Soto store.