What's causing cart abandonment at checkout?

You and your team have done the work - attracting visitors to the site, capturing their interest, and convincing them to add products to their cart. But when it’s time to buy, something stops them in their tracks.

 

It’s the checkout experience - the last and most critical part of the customer’s journey. But this is often where things fall apart. So what exactly is causing cart abandonment at this late stage in the buying journey?


The fickle nature of ecommerce


Let’s take a look at the latest research. According to the
Baymard Institute, 70% of online shoppers abandon their shopping cart. So, just 3 out of 10 customers who fill their shopping carts complete their purchase.


That appears to be a significant amount of potential revenue slipping through the cracks. But as most ecommerce retailers know, this amount of drop-offs is just a natural result of the way that users shop online. Perhaps they’re browsing, comparing prices, or just holding off till payday. But what about the users who are abandoning their cart due to real challenges at checkout?


Key checkout challenges causing cart abandonment


These are just some of the reasons given by users when explaining the factors that contributed to abandoning a recent purchase.


ADD IMAGE from eBook


19% - didn’t trust the site with their credit card info

Trust signals (or a lack of) play a major part in why a user might abandon their cart at checkout.

 

19% - had to create an account

Forcing users to create an account before they buy can be a major barrier to completing a purchase.

 

18% - the checkout process was too long or too complicated

If your customers need to fill out lengthy forms, navigate through too many steps, or are struggling with confusing formatting, they won’t put their time or energy into completing a purchase.

 

But this is where you can make small changes to your checkout that will have a big impact on your conversion rate. 


3 quick fixes for a speedier checkout


If your checkout has too many form fields or is tricky to fill out, there are quick changes you can make, with minimal coding, to speed things up. Here’s how you can recover the 18% of users who will abandon checkout due to it being too long or too complicated.


1. Reduce the time it takes to enter a delivery address

If you’re expecting your customers to manually fill out all of their address details, you’re probably expecting too much. Users are increasingly familiar with fields that automatically suggest data as they type, or inputting minimal information, such as their postcode, so that they can select their address in just a couple of clicks.

 

By integrating Address Auto-Complete functionality, you significantly reduce the time it takes for a customer to input their delivery address, removing frustration and getting them closer to completing their purchase.


2. Eliminate the possibility of typos or errors

Mistakes happen, especially when we type information manually. If, for example, a customer accidentally adds an incorrect digit to a postcode, this will not only cause operational issues but can have an impact on your customer support team and your brand’s reputation, not to mention lost revenue.

 

By adding a Postcode Lookup tool to your checkout that pulls data from a reliable source, you can make sure that human error is eliminated. It will pull a list of ready-verified addresses from the customer’s postcode so that they can easily select the correct address and carry on to complete their purchase.


3. Reduce uncertainty around how to format

Don’t leave any room for doubt when it comes to formatting, whether it’s unclear phone number layout or hesitation around spacing in postcodes. If you don’t guide your customers on how to enter their details at checkout, it slows them down and leaves them guessing about the reliability of your brand.

 

The best thing you can do is take the guesswork out of filling out forms completely. If you add data verification software to your platform, customers will get instant error feedback. So when an email address is misspelled or a phone number is missing an area code, customers know instantaneously, helping them correct the mistake and move swiftly through checkout. Plus, you can be confident that all the contact information you have is correct. 


Want to know more about data validation at checkout?


To help you
understand why your customers are abandoning their carts at checkout and how to address this issue, we’ve created a free guide: The Fast Lane to Sales: Reducing Dropped Checkouts with Data Validation. It’ll give you practical ideas of how to optimise your checkout using data validation, plus a 14-day plan to help get you started.


Download our eBook

About Fetchify


Fetchify’s address lookup and data validation platforms cover more than 250 countries, and increases customer conversion with the fastest, most accurate customer data capture. Fetchify’s flagship products – Address Auto Complete and Postcode Lookup – reduce friction at the checkout, and also significantly increase the number of successful deliveries. Founded in 2008, Fetchify processes millions of data transactions every day for clients ranging from startups to established high-street names, and offers a full suite of data validation tools, including phone, email and bank, too.

Two colleagues tracking data on an iPad
By Fiona Paton December 3, 2025
New Year. New Approach. The countdown to 2026 is on, and if you want to hit the ground running, it’s time to think about the one thing that can make or break your year: your data. We’ve all heard the saying “start as you mean to go on.” Well, if that start involves messy, inaccurate data, you’re already tripping before you’ve left the starting gates. Clean, accurate customer data is the foundation for everything: smarter campaigns, smoother deliveries, and sales that actually reflect the effort you put in. Without it, you’re fighting uphill from day one. The truth? Bad data isn’t harmless. Every failed delivery, bounced email, or wrong phone number chips away at your bottom line. In the UK alone, dirty data drains an eye‑watering £900 billion a year from businesses. And with 1 in 5 records typically incorrect, each one costs around £81 annually in wasted spend, lost opportunities, or compliance risks. Why it matters? Still need convincing? Here are the stats that show why clean data is non‑negotiable: Confidence in every customer record : Royal Mail PAF makes 3,000–5,000 updates a day - over 1 million a year. Compliance and reduced risk : UK GDPR requires customer data to be accurate and up to date. Get it wrong, and you risk fines of up to £17.5M or 4% of global turnover. Lower delivery failure and service costs : UK businesses lose £1.6 billion a year to undelivered parcels. At £125 per parcel, even small errors add up fast. Protect marketing ROI : 50% of customers walk after a single failed delivery, and 80% won’t come back at all. The Challenge That’s why starting 2026 with a data cleanse isn’t just smart - it’s essential. Clean data means clear visibility, fewer delivery failures, better targeting, and reduced compliance risk - without the operational headache. By tackling bad data upfront, you give yourself the perfect launchpad for growth, instead of joining the many organisations that end up spending 10–30% of their revenue fixing problems after the fact. So here’s the challenge: make 2026 the year you stop letting bad data hold you back. Cleanse it, validate it, and set yourself up for campaigns that connect, deliveries that delight, and results that truly count. The message is clear: dirty data costs growth, trust, and opportunity. By cleansing upfront, you protect your ROI, strengthen compliance, and give yourself the platform to launch a year of real momentum.
By Fiona Paton November 24, 2025
The Background A leading financial services provider needed to strengthen the accuracy of customer information during digital onboarding. They handle thousands of new applications every month and rely on fast, frictionless sign-up journeys that still meet strict compliance, risk and verification requirements. Their existing process struggled with poor quality address and bank details, leading to increased manual checks, slower approvals and higher abandonment. Incorrect or incomplete address data was also creating downstream issues for customer communications, account documentation and regulatory reporting. The organisation wanted a solution that could improve data quality at the point of entry, reduce friction in the onboarding journey and support their compliance teams with more accurate source information. The Solution The client selected Fetchify to enhance customer onboarding with accurate, validated address and bank data as soon as a user enters it. Fetchify provided: Global address validation UK enhanced datasets where deeper detail is available Bank account validation to check the sort code and account number accuracy Simple integration into their digital onboarding flow Consistent formatting to support KYC, AML, and compliance checks By validating information early, Fetchify helped streamline the entire customer journey. The Result After implementing Fetchify, the organisation achieved: Reduction in applications failing due to incorrect address or bank details Faster onboarding with fewer manual reviews Greater confidence in customer identity information Better outcomes for compliance and risk teams Improved data quality flowing into internal systems A smoother experience for new customers Why Fetchify? The organisation chose Fetchify because it offered: Reliable global address validation Additional UK data where extra detail helps accuracy Fast and predictable performance A simple, low-effort integration A single platform for address and bank checks Helpful and responsive support A cost structure that fits digital volume growth The Outcome Fetchify now supports the business with ongoing customer onboarding, ensuring address and bank details are accurate before progressing to further checks. This has reduced operational workload, improved customer experience, and strengthened compliance processes across the customer lifecycle.
Man checking out newly arrived shoe stock to add to his online store
By Fiona Paton November 17, 2025
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Photo of fields and countryside with Fetchify traditional, postal and ceremonial counties
By Fiona Paton October 27, 2025
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