The determinants of consumers’ shopping cart abandonment : an empirical research in Turkey

Abstract

The landscape of commerce has undergone a profound transformation with the exponential rise of E-commerce sales, where products and services are accessed and ordered through online platforms. This digital revolution has been further accelerated by the unprecedented global events surrounding the COVID-19 pandemic, which have compelled individuals to embrace online shopping as an integral part of their daily lives. However, in the midst of this digital transformation, there's a significant problem that stands out: Shopping cart abandonment which is characterized by the act of prospective customers loading their virtual carts with desired items only to exit the transaction process before completing their purchase, stands as a formidable impediment to the revenue-maximizing aspirations of E-commerce companies. This phenomenon has become increasingly prominent, urging businesses to go deeper into understanding its causes and exploring predictive patterns that can illuminate the path to a solution. Within this context, this research aims to provide invaluable insights to empower E-commerce companies, not only in reducing cart abandonment rates but also in enhancing the overall consumer journey. Through this endeavour, the study seeks to chart a course that not only benefits E-commerce businesses but also contributes to the evolution and sustainability of the Turkish E-commerce ecosystem.