There is a long list of reasons why ecommerce shoppers abandon their carts at checkout, and the cost of shipping sits firmly at the top. Thanks to Amazon and friends, consumers are entirely averse to paying for shipping. Even the most intent shoppers often waver when shipping costs are factored into their total at checkout.
To reduce cart abandonment, online retailers need to make shipping less of a purchase barrier. The key to doing that? Offering appealing options at checkout.