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APAC e-commerce transaction abandonment rate is the world’s highest – and rising

APAC abandonment rateShoppers in Asia Pacific are more likely to abandon their online purchasing activity than anywhere in the world, according to data from remarketing firm SaleCycle.

A Q2 report from the firm, which measured cart abandonment and remarketing data from over 500 global retail, travel and fashion brands, found that the rate at which people desert their online transactions in APAC is 76.3%, above the global average of 74.5%, and is up from 75.9% in the first quarter of the year.

Travel sites in this region performed particularly poorly, losing the most customers at the point of purchase. The cart abandonment rate for travel sites was 83.1% in Q2, compared to 80.1% globally.

Online fashion stores in APAC that suffered a 69.8% abandonment rate compared to 68.8% globally. Abandonment rates are lower for retail (74.6% globally).

Abandonment rates by industry

The abandonment rate for travel sites tends to be higher than other sectors because there are more considerations at play for the consumer. For instance more than a third of people ditch travel transactions because they were there just to compare prices, and 13% do so because they are put off by complicated checkouts. More than a half (57%) abandon when they see the final price of the travel booking.

Chris Brinkworth, chief revenue officer for APAC, SaleCycle, said that people tend to abandon transactions not because the websites are bad, but because of the overall customer experience.

He commented: “A key issue is that our Remarketing Report for Q2 shows an upward trend in cart abandonment in Asia Pacific since the last quarter. There is a very long way to go to match the low abandonment rates of mature markets like Europe and North America, which have widely adopted remarketing tools that give them the ability to communicate quickly and efficiently with visitors who abandon online.”

Globally, abandonment rates have been rising in recent years, according to data from SaleCycle.

Source: SaleCycle

Source: SaleCycle

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