SmallBusinessNewz

Many small businesses are really, really close to making a lot more money, according to the results of some new studies.  But the significant problem of shopping cart abandonment has consumers essentially snatching back the cash at the last moment.

An eMarketer article states, "According to an e-tailing group survey, nearly 60% of US online retailers survey are seeing cart abandonment rates of over 20% this year. . . .  A study by PayPal and comScore found 45% of US online shoppers had abandoned shopping carts multiple times in just three weeks."

And "most importantly from the merchants' point of view, the average cost of abandoned goods in those shopping carts was $109."  Yipes.

Now, there's no way to save all of those potential sales; the leading causes of shopping cart abandonment are people wanting to comparison shop, not having enough money, seeking coupons, or just shopping offline.

There are some issues you can address, however.  One cause of abandonment is "couldn't find preferred pay option."  Another's "item unavailable at checkout."  Then "couldn't find customer support" and "security concerns" kick in.

Fix problems like these, and you should be able to keep some shopping carts from getting abandoned.  That seems much easier than going to the trouble of attracting a different set of would-be customers.