Online shoppers off their trolleys

THE AUSTRALIAN AUSTRALIANS are among global champions when it comes to selecting goods to purchase online then discarding their virtual trolleys at the checkout, new research shows.

Like shopping trolleys dumped in suburban streets and parks, online shopping baskets are discarded at an alarming rate, translating into lost sales for retailers and frustration on the part of their shoppers.

Australian consumers have a high tendency to abandon virtual shopping trolleys due to the shock of higher-than-expected shipping charges or lengthy delivery times, according to the latest SAP Consumer Propensity Study.

It found 57 per cent of Australian online shoppers discarded their carts sometimes or all the time.

The problem is particularly pronounced in the categories of fashion – with a 67 per cent dump rate – and furniture, at 65 per cent.

Australia ranks as one of the worst places in the world for digital trolley abandonment.

European shopping trolley discard rates are far more modest, at 41 per cent, while the rate runs at 47 per cent for both Britain and North America and 55 per cent in China.

The survey found Australians were also sensitive to shipping charges slapped on their purchases as they proceeded to online checkouts, with 60 per cent of Australian consumers abandoning their purchases due to shipping costs.

Almost 50 per cent also reported using online trolleys as a way to compare prices with other brands and websites.

The SAP research found price was not the only deciding factor in dumping online trolleys.

Another driver was stock availability.