| Title: ONLINE SHOPPING CART ABANDONMENT: A COMPREHENSIVE REVIEW OF DETERMINANTS, CONSUMER PROCESSES AND FUTURE RESEARCH DIRECTIONS |
| Author: Audhesh Kumar and Arpita Mourya |
| Abstract: Online shopping cart abandonment (OSCA) has emerged as a significant challenge for e-commerce retailers, as consumers increasingly add products to their carts but discontinue the purchase before completing the transaction. Although a considerable body of research has examined this behaviour, the existing literature remains fragmented across economic, technological, psychological, product-related and situational explanations. This review combines these perspectives to provide an in-depth understanding of the determinants of online shopping cart abandonment. The paper reviews the main drivers of OSCA research from more than 40 research articles including seminal empirical research, systematic reviews and recent meta-analytic research articles. The review indicates that transaction inconvenience, perceived risk, price and perceived cost, website usability, information overload, consumer confusion, trust, psychological conflict, product characteristics, mobile shopping conditions and situational factors are all contributors to abandonment, but that the extent of the influence of these factors varies among consumers and shopping contexts. Recent research also shows that abandonment is not always a failed purchase as consumers may intentionally hold off on purchasing, compare options, wait for better prices or use carts as temporary storage. Based on the synthesis, an integrated conceptual framework is proposed that links the digital and retail stimuli with consumer evaluations, psychological states, and purchase decisions, while acknowledging the moderating effect of individual and situational factors. The review closes with highlighting important areas for future work, in particular, related to behavioral data, cross-cultural contexts, Gen Z consumers, AI, sustainable consumption and strategic postponement vs. genuine abandonment. |
| Keywords: Online Shopping Cart Abandonment; Perceived Risk; Consumer Confusion; Purchase Hesitation; E-commerce Consumer Behaviour |
| DOI: https://doi.org/10.38193/IJRCMS.2026.8540 |
| PDF Download |
| Date of Publication: 05-10-2026 |
| Download Publication Certificate: PDF |
| Published Vol & Issue: Volume 8 Issue 5 September-October 2026 |