Solved: Identify why customers abandon carts in e-commerce funnel

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance on your situation with the high adds-to-cart but low conversion rate on your eCommerce store running TikTok Ads.

Looking at the drop-off point...

So, you're getting people interested enough to add items to their cart, which is actually a really good sign. It means your ads and product pages are doing their job to spark initial interest and get them emotionally invested to the point of wanting to buy. The problem comes between that 'Add to Cart' click and the final 'Purchase' button.

This is usually where practical barriers, unexpected costs, or a lack of final trust come into play. Think of it like being in a physical shop – you've put something in your basket, you're walking to the till, but then maybe the queue is huge, or you realise you forgot your wallet, or the price on the till is higher than the shelf price. Online, similar things happen.

You've mentioned this isn't your first store, which means you likely understand the basics, but sometimes the subtler things make all the difference, especially when burning cash trying to find that profit.

We'll need to look at the checkout experience...

The absolute first place I'd look is the actual checkout flow. From when someone clicks 'Proceed to Checkout' or similar, how many steps are there? Is it clear what they need to do? Are they forced to create an account? Forcing registration before purchase is a classic conversion killer, tbh. Make it as easy as possible for them to just enter their details and pay.

Then there's the cost side. Shipping costs appearing late or being higher than expected is probably the number one reason for abandoned carts. Make sure shipping costs are clear early on, ideally on the product page or at least the cart page. Offering free shipping over a certain basket value can often incentivise people to complete the purchase or even add more to their cart.

Payment options are also important. Do you offer the standard credit/debit cards, but also options like PayPal, Apple Pay, Google Pay, or even local payment methods relevant to your main customer base? Limiting options can lose customers right at the final hurdle.

Building trust at the crucial moment...

Beyond the mechanics of the checkout, there's the trust factor. People are giving you their money and personal information. If your site doesn't look completely legitimate and secure at this final stage, they'll bail. On Meta campaigns I've worked on, simply adding universally recognised trust badges (like SSL certificates, payment provider logos, security seals) near the payment fields dramatically improved completion rates. Also, easily accessible links to your refund policy, terms of service, and privacy policy are essential.

Make sure your contact information is easy to find too. Even just a phone number or a physical address (if applicable) adds credibility.

Consider your targeting and retargeting...

While you're getting ATC, it's still worth double-checking if the traffic you're getting is the *right* traffic. Sometimes ads can attract people who are just browsing or price-checking but aren't serious buyers. Look at the targeting in your TikTok campaigns – is it too broad? Could it be refined to reach a more purchase-intent audience?

For those who do add to cart but don't buy, retargeting is your best friend. You already know they were interested. A specific ad reminding them they left items in their cart, perhaps with a small limited-time discount or free shipping offer, can be very effective at bringing them back to finish the job. This has been a high-ROAS strategy for many of the eCommerce clients we've run campaigns for.

Here’s a quick overview of the key areas to focus on:

Implementing these changes and then testing is key. Sometimes even small tweaks in the checkout flow or adding a few trust badges can significantly lift your conversion rate, turning those ATCs into actual sales.

Given that you've been at this for 11 stores and 1.5 years, and are still struggling with profitability despite getting interest, it might be worth getting an experienced eye to look at your full setup – the ads, the funnel, the website. Someone who has seen these patterns across many accounts can often spot the bottlenecks quickly and help you stop burning cash and start converting.

If you'd like a more in-depth look and tailored recommendations, we could book in a free consultation to go over your specific situation.

Hope this helps!

Regards,
Team @ Lukas Holschuh