Why do so many online shoppers in the UK ditch their baskets before checking out, and what’s the best way for businesses to win them back?

[kevinle]

A lot of UK and European shoppers abandon their carts because of hidden delivery costs, long checkout forms, or not finding their preferred payment method. The best fixes are usually the simple ones: show costs upfront, let people check out as guests, and offer local payment options (PayPal/Klarna here, iDEAL in the Netherlands, etc.). A friendly reminder email or text can also pull people back, especially if you add a little incentive like free shipping. You won’t save every sale, but even recovering a small percentage makes a big difference.