Cart abandonment can pose a challenge for online businesses. Our latest abandonment stats from our 2022 Ecommerce Stats & Trends Report show that around 80% of people who add an item to their shopping cart don’t complete their purchase in that session.
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In this guest post, Anthony Capano, MD of Rakuten Marketing Asia-Pacific looks at the role remarketing plays in the path to purchase.
As marketers our primary role is to compose and distribute our brand’s message. We’re constantly pondering what message about our brand is being portrayed, who it is being delivered to, and how is it being received. Consumers continue to blur the line between online and offline channels, disrupting what has traditionally been perceived as a linear path to purchase.
What does this disruption mean for marketers? It means that there has never been a more important time to ensure that a brand’s message is being received. The right message, at the right time and place. Now this may spark debate about an entirely different set of challenges presented to marketers, however there is a solution to the problem.
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Cart abandonment is on the increase and the trend looks set to continue…
There’s a good chance you’ve done it today.
If not today, then you’ll almost certainly do it later this week and the majority of times you shop online this year.
‘It’ is cart abandonment – the act of putting something in your shopping cart on a website but not completing your purchase – and in 2014 we will abandon a whopping $3 trillion worth of products across the globe.
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