What causes most cart abandonment?

A cost or a date that appeared late. Shipping added at the last step and a delivery estimate longer than expected account for more abandonment than price, design and trust combined.

In more detail

The rest is friction: a forced account, a long form, no wallet payment. Fix the surprises first — they are cheaper to fix and they cause the larger share.

What to do about it

Delivery is what a customer remembers, and it is the part most stores control least.

A refund handled well makes a repeat customer more often than a sale handled well.

Most support questions are the same five, and answering them before they are asked is cheaper than answering them after.

The mobile app angle

An app makes the after-sale part easier: order status, reordering and support in the place the customer already has open.