70% of online shopping carts are abandoned before purchase (Baymard Institute). This means: Out of ten customers who add products to their cart, only three complete the purchase. For online shops, this represents enormous untapped revenue potential. The good news: With targeted checkout optimization - combined with proper shop monitoring - the abandonment rate can be significantly reduced.
Why Do Customers Abandon Checkout?
Before you can optimize, you need to understand the reasons for abandonment. A study by the Baymard Institute (2024) shows the most common causes:
| Abandonment Reason | Percentage |
|---|---|
| Extra costs too high (shipping, taxes) | 48% |
| Account creation required | 26% |
| Delivery too slow | 23% |
| Checkout too complicated/long | 22% |
| Shipping costs not visible upfront | 21% |
| Website not trustworthy | 18% |
| Technical errors | 17% |
| Return policy not acceptable | 16% |
| Too few payment options | 13% |
| Credit card declined | 9% |
The 10 Most Important Checkout Optimizations
1. Offer Guest Checkout
26% of abandonments (Baymard Institute) are caused by mandatory registration. Always offer guest checkout. Customers can optionally create an account after purchase - with one click, since all data is already available.
2. Show Costs Early and Transparently
48% of abandonments (Baymard Institute) happen due to unexpected additional costs. Show shipping costs, taxes, and fees as early as possible - ideally on the product page or in the cart.
3. Reduce Checkout to Maximum 3 Steps
The more steps, the more drop-off points. The optimal checkout length is 3 steps or fewer. A one-page checkout can increase conversion by up to 21% (Invesp).
Step 1
Contact details and delivery address
Step 2
Shipping method and delivery options
Step 3
Payment and confirmation
4. Use Progress Indicator
Customers want to know where they are in the process. A visual progress bar reduces perceived complexity and motivates completion.
5. Integrate Trust Signals
18% of abandonments (Baymard Institute) are caused by lack of trust. Build security through SSL certificates, trust badges, secure payment icons, and visible contact options.
6. Offer More Payment Options
13% of customers (Baymard Institute) abandon because their preferred payment method is missing. Offer PayPal, credit cards, buy now pay later options, and digital wallets.
7. Optimize Mobile Checkout
60% of e-commerce traffic comes from mobile devices, but mobile conversion rates are often 50% lower than desktop (Monetate). Mobile checkout needs special attention: large touch targets, appropriate keyboard types, and express checkout options.
8. Minimize Form Fields
Each additional form field increases abandonment probability. Only ask for what you really need and use autofill wherever possible.
9. Implement Express Checkout
Express checkout options like PayPal Express, Apple Pay, Google Pay or Shop Pay enable one-click purchase - without manual data entry. These options can increase conversion by up to 40% for mobile users (Shopify).
10. Exit-Intent and Cart Recovery
Not every abandonment is final. With the right measures, you can recover abandoned carts: exit-intent popups, email reminders within 1 hour, and remarketing ads.
Every Percentage Point Counts
The average cart abandonment rate of 70% shows the enormous potential of checkout optimization. Even small improvements have big impacts: A 5% reduction in abandonment rate can mean additional 7,000 EUR per month for a shop with 100,000 EUR monthly revenue.
We support you with checkout optimization for your Shopware, WooCommerce, or Magento shop. From analysis to conception to technical implementation - contact us for a checkout audit.
A good checkout conversion rate (percentage of users who start and complete checkout) is above 45%. Top performers reach 60-70%, while many shops are at 30-40%.
Studies show that 3 steps or fewer is optimal. A one-page checkout can increase conversion, but isn't suitable for every shop - for complex products or B2B, a structured multi-step process may work better.
Very important. Every second of load time can reduce conversion by 7% (Akamai). Optimize server response times, use AJAX for form validation, and minimize JavaScript in checkout.
This article is based on data from Baymard Institute (Cart Abandonment Statistics 2024), Monetate E-Commerce Quarterly, Shopify Checkout Research, Invesp Conversion Studies, and Rejoiner E-Commerce Recovery Data. As of: January 2026.
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