While most consumers love the convenience and variety of shopping online, they find certain aspects frustrating or time-consuming.

As a result, about half of consumers have abandoned their online shopping cart on a potential apparel and accessories or home furnishings purchase in the past year, according to “The Tailored Shopping Experience,” a collaboration between PYMNTS and Elastic Path based on a survey of 2,094 people. American consumers.

Get the report: The tailor-made shopping experience

The survey found that 54% of consumers had abandoned a clothing and accessories purchase in the past 12 months and 47% had abandoned a home furnishings purchase.

The most common reasons consumers abandon their cart are the cost of delivery and the price of the product.

Of those who abandoned an online clothing and accessories purchase, 38% said they did so because the delivery cost was too high and 36% said they did so because they found the product. cheaper elsewhere.

These are also the top two reasons cited by home furnishings buyers, but these buyers ranked them in a different order. Of home furnishings shoppers, 40% said they found the product cheaper elsewhere and 37% said the shipping cost was too high.

When consumers encounter barriers while shopping online, they may delay that purchase, or worse, they may not complete it.

To address such issues and increase consumers’ chances of completing their transactions online, many brands have implemented tailored online shopping experiences that use known information about a customer to provide them with an experience of more personalized, customer-centric and frictionless shopping. .

For example, a tailored online shopping experience can include the consumer’s desired shipping options or select items based on consumers’ preferred price, eliminating friction and potentially improving cart abandonment rates.