Why online shoppers switch off mid-browse

THE vast majority of online shoppers simply abandon a purchase on their mobile phone if the process is too difficult, a survey shows.

The results are a stark warning to retailers to make sure their online platform is easy to use and runs smoothly for mobile users or lose business.

Seven in ten shoppers will abandon an online purchase when the process is not easy and smooth, the study of 1,000 adults on their mobile shopping experience in Ireland found.

Similarly, nearly two-thirds – 63% – surveyed reported that a poor experience would affect their decision to shop with the brand again, according to the research from payments experts Elavon.

The reason so many will abandon mobile transactions is out of principle if the process is too difficult, listing the major sources of annoyance they range from being forced to repeat information at 57%, to obligatory sign-up processes, 42%, and limited payment options at 40%.

Almost half of online shoppers say they get frustrated when shopping or carrying out payment transactions on their mobiles. That figure rose to 60% among the cohort of shoppers most likely to use their mobile when online shopping – 18 to 24-year olds.

Half of those surveyed also still prefer to using a shop’s website through a mobile phone when shopping online, with only 28% preferring the shop’s own app, the research also showed.