Title: FACTORS INFLUENCING SHOPPING CART ABANDONMENT IN E-COMMERCE: A REVIEW OF EXISTING LITERATURE
Author: Dr. Sayak Gupta, Dr. Puja Prasad and Dr. Rakesh Kumar
Abstract:

Shopping cart abandonment has emerged as a critical concern in the e-commerce industry, significantly affecting sales conversion, customer acquisition efficiency, and organizational profitability. Although online shopping offers convenience and accessibility, a substantial proportion of consumers discontinue their purchase journey after adding products to their shopping carts. This review paper synthesizes existing literature to identify and analyze the major factors contributing to shopping cart abandonment in e-commerce platforms. The review categorizes these factors into five key dimensions: cost-related factors, website and technical factors, payment and security factors, consumer behavior factors, and delivery and service factors. To provide a structured understanding of the phenomenon, the Fishbone (Ishikawa) Framework is employed to identify the root causes underlying abandonment behavior. The findings indicate that hidden costs, complicated checkout procedures, security concerns, website usability issues, comparison shopping tendencies, and delivery-related challenges are among the most influential determinants of shopping cart abandonment. The study further highlights the interconnected nature of these factors and emphasizes the importance of adopting a holistic approach to improve customer experience and conversion rates. In addition, the review identifies important research gaps and proposes future research directions in the areas of mobile commerce, artificial intelligence, and personalized shopping experiences. The study contributes to the growing body of e-commerce literature by consolidating fragmented findings and offering practical insights for retailers seeking to minimize shopping cart abandonment and enhance online purchase completion

Keywords: Shopping Cart Abandonment, E-Commerce, Consumer Behavior, Online Shopping, Customer Experience, Payment Security, Website Usability, Purchase Decision.
DOI: https://doi.org/10.38193/IJRCMS.2026.8341
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Date of Publication: 17-06-2026
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Published Vol & Issue: Volume 8 Issue 3 May-June 2026