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The Use of the Shopping Cart: The Problem of Abandonment in e-Commerce

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Pedro R. Palos-Sanchez

    (University of Seville)

  • Rocio Radio Martinez

    (University of Seville)

  • Mercedes García-Ordaz

    (University of Huelva)

  • Juan José López García

    (Madrid Open University, (UDIMA))

Abstract

One of the biggest changes brought about by the Internet and technological advances has been the creation of e-commerce, which has expanded the strategic options for millions of entrepreneurs, erased borders and even led to the emergence of purely digital businesses. Convenience and savings in time and money have led more and more consumers to opt for this method of shopping. However, as in traditional commerce, entrepreneurs have to deal with specific problems, such as cart abandonment. Cart abandonment without completing the checkout process has emerged as the main reason for lost revenue and can account for up to 70% of initiated transactions. For this reason, this research aims to know the state of the art on this subject, carrying out a systematic review of the literature to identify the main reasons for cart abandonment in e-commerce, as well as the possible gaps that may exist.

Suggested Citation

  • Pedro R. Palos-Sanchez & Rocio Radio Martinez & Mercedes García-Ordaz & Juan José López García, 2022. "The Use of the Shopping Cart: The Problem of Abandonment in e-Commerce," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 93-103, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_12
    DOI: 10.1007/978-3-031-05728-1_12
    as

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