Reasons for Shopping Cart Abandonment

What is shopping cart abandonment? It is a situation when a consumer puts something into an online shopping cart and after a while leaves a webpage without completing his purchase.

Is it a big problem for online retailers? If we look at several statistics concerning the shopping cart abandonment we see that the average abandonment rate is nearly 70 %. So yes, it is a huge problem and retailers should take actions to lower the rate.

What are the main reasons shoppers abandon their shopping carts?

Baymard Institute

Extra costs

Surprises are fine but being surprised by extra costs in the end of your shopping journey just makes you pretty mad. Unexpected costs cause the primary reason shoppers abandon their shopping carts. Customers want to know the whole price before putting an item into a shopping cart.

Solution? Show your customers how much they are going to pay right in the beginning. Transparency is valued by all customers.

Do you offer free shipping? Tell your customers. Do you offer free returns? Tell your customers. Tell your customers that they don’t have to worry about any extra costs.

“The site wanted me to create an account” and a too long checkout process 

Forcing buyers to create accounts before making a purchase is risky. They don’t want to spend years on buying an item. If the checkout process takes too long your customers are more likely to change their minds.

Solution? Make the checkout process as easy as pie. Don’t ask your buyers billion  questions and don’t force them to create an account before completing a purchase.

Returns policy wasn’t satisfactory

Again. Again. And again. It might seem that there are other reasons that make your customers change their minds about buying items online. But the truth is that bad return policy belongs to the top reasons for a shopping cart abandonment.

Solution?  Check out: Perfect Return Policy.

An important finding: Customers really do check  return policies (more than 60 % of them) and they seek for return policies which are simple and clear.

Karolína Alvaradová – creates a perfect return process at Retino


eCommerce Trends That Can Cost You Conversions

The internet is full of trends you should follow to give your online store a competitive edge. However, not all of them are as effective as they seem to be.

We’ve listed 4 eCommerce trends that can be a burden to your business if you don’t consider the pluses and minuses before implementing them.

Social sharing buttons on product pages

Your customers are able to share or like products on your webpage. Great. But are you sure that they are really going to be active? The main problem is that low social shares on product pages can create a negative social proof.

  • One study shows that removing social sharing buttons can increase by 20% in click-throughs to the “add to cart”.
Reviews sweet as cupcakes  

We wrote many articles about the importance of online reviews. Online reviews are super important – but both positive and NEGATIVE.

Customers aren’t stupid, they will get to the idea that you removed negative reviews. Or worse – that you wrote fake reviews of yourself.

  • 95% of buyers are skeptical when an online store doesn’t have negative reviews and suspect censorship or fake reviews.
Forced account creation at checkout

You want to collect as much information as possible about your customers to create a better shopping experience. Ok. But be aware that forced registrations belong to major causes of cart abandonment.

Live chat that does not answer

Live chat is a great tool. An survey shows that 63% of buyers are more likely to return to a website that offers live chat. But if you do it badly, it’s worse than not offering it. Customers expect to be able to talk to you right away. If you don’t respond to your customer immediately, it will ruin the whole shopping experience.

Not all trends are bad. You should track new trends. But always consider the impact that can have on your business.

Karolína Alvaradová – creates a perfect return process at Retino

Benefits of Collecting Customer Feedback

Want to drive customer loyalty? Ask for feedback from your customers after every purchase they made.

67% of customers mention bad experience as a reason to churn but only 1 out of 26 unhappy customers complain, the rest remain silent. If you don’t ask for feedback your customers will just leave without telling you what went wrong.

Feedback from your customers is valuable in many ways.

Firstly, you are going to get to know your customers better. After getting feedback from your customers you will be able to identify their needs and create business based on your customers needs. Which also means you will be able to create powerful marketing strategies.

Secondly, feedback will reveal where you can improve.  Maybe you consider your customer care service flawless and perfect. However, without an outside view you can’t be 100% sure.

Customer feedback is also an opportunity to motivate your team. Positive feedback gives them confidence that business is on the right track and also when employees feel valued, they just want to work more.

Online reviews

You can ask for feedback directly by email but online reviews are also powerful tools. Online reviews are becoming more and more important for buyers while making a buying decision. 77% of buyers read reviews before making a purchase.  People trust them more than ever, some studies show that people trust them almost as much as recommendations from people they know.

  • 83% of buyers trust recommendations from people they know, while 70% trust consumer opinions posted online.

And what’s more, every customer online review means free advertising. Your name or products are exposed to buyers and this helps boost brand awareness.

If you haven’t started collecting your customer feedback yet, you should start right away! It is the easiest way how to make your customers loyal and to identify their needs.

Karolína Alvaradová – creates a perfect return process at Retino

Online Stores That Provide Great Return Policies

What is the secret of successful online stores? They never forget about post-purchase experience.

With 70% of customers reading your return policy, it is a great chance to turn your return policy into your competitive advantage. A today’s customer is looking for an excellent shopping and also post-shopping experience.

Look how these stores handle the return process.


Zappos’s entire business is based on hassle-free shipping and returning. Customers don’t need to worry about anything while buying items online. Zappos provides free shipping. And what’s more, buyers have 365 days to make the return and Zappos will pay for the return process.


Athleta also provide a unique return policy. They provide Give-It-A-Workout-Guarantee policy. This means: go and exercise in it and if you don’t like it you are allowed to get a full refund. Athleta also put a prepaid label in a package in case customers want to return. In Athleta customers have up to 45 days to return items.


Nordstrom handle returns on a case-by-case basis and there is no time limit for returning items. Nordstrom want every customer to be happy and satisfied with an order so if a customer wants to return, he just returns.


L.L.Bean is another store with a customer-friendly return policy. “If you are not 100% satisfied with one of our products, you may return it within one year of purchase for a refund.” They will take back any item in any condition at any time after purchase.

store return policy


In Asos customers are able to return items within 28 days from receiving them to get a refund. They are also allowed to return underwear, swimwear or items on sale. “Do you want to return something? No problem! Returns are FREE customers.” They include a pre-paid shipping label so the return process is faster and easier.

Karolína Alvaradová – creates a perfect return process at Retino

BEFORE AND AFTER: Interview with Miroslav Štufka

Mission of Retino is to help e-shops with their returns and claims. But how does the cooperation with us look like in reality?

Meet Miroslav Štufka, founder and director of Ventishop, an online store selling professional HVAC equipment. We couldn’t be more proud of Ventishop. They have been with us from the very beginning and they really are striving to provide the best service to their customers.

Can you tell us a bit about your store –

We started our services under the Ventishop brand in 2016. Ventishop sells professional air conditioning products like fans, recuperation units and accessories for a wide range of customers. We cooperate with large construction companies as well as freelancing handymen. I have tried my best to create a customer-oriented culture in our company, which I believe is the key to market success today. Every customer has different needs and every order is unique. We want communicate clearly, be helpful and take care of our customers the best way possible. In our segment, professional after-sales service is a must.

How did you manage returns before integrating Retino?

I hate to admit this, but our returns and claims were a big pile of mess. There was no strict process to adhere to and we managed everything through emails, phone calls and post-it notes. We faced issues with legal deadlines, frequent customer questions about the progress, dealing with suppliers… We had always tried to do our best, but it was pretty tough sometimes.

How do you manage the return process now?

Once we heard about the solution offered by Retino and saw the benefits, we were excited and decided to give it a try. Tests went well and we prepaid Retino for 12 months.

One thing that our customers love is that they can create return cases themselves. Retino integrates this little form on our page and customers get cleared in a couple of seconds. They can then track the progress of their return or claim online. As for us, we now have a clear and optimized process that tells us what to do. Many things like deadlines, documents, messages are automated.

Using Retino is straightforward and easy. It saves us time we can use to grow our business.

How does the cooperation with Retino work?

It works great! They give us full support. They helped us implement the solution, but also when they ship a new feature, they reach out to us and explain how this can benefit our business. Whenever we had an issue, they were here for us, willing to understand and help us quickly.

What are the most significant benefits of using Retino?

We have more time for our business and our customers and that means a lot for us. The main benefits I would mention are total control of our return chain in real time, less phone calls from our customers because they are informed instantly, and an survey of our customer satisfaction.

Would you recommend Retino to other e-shops?

Definitely! Customer satisfaction is a key nowadays. In order to be competitive, you also need streamlined operations. We have found a strong partner in Retino that helps us to deliver those two goals. I’m sure many other shops would benefit too.

That’s very flattering, Miroslav, thanks so much for your time!


Budget-Friendly Ways to Thank Your Customers

Telling your customers how much you appreciate them is an important part of their emotional shopping journey. It is also a great way to create a relationship between you and your customers.

Why is it so important to strengthen your relationship? 60% of businesses have lost their customers because they felt the business was indifferent to them. When a customer falls in love with your online store he is going to spend more money at your store and he is also more likely to recommend your store to someone else.

There are plenty of ways how to thank your customers. With automated emails it is easier than ever to send a thank you email to all loyal customers. So why not start thanking your customers right now?

We’ve prepared some tips how to thank your customers effectively and cheaply.

  • Show your customers that you’re utilizing their feedback. A customer feedback is an important way how to make your customer loyal but only if you do not ignore it. Show your customers that you’ve implemented their ideas.
  • Happy Birthday! When a buyer registers at your store he is usually asked to fill in his date of birth – a perfect opportunity to show your customer that you appreciate him. It’s up to you if you provide a 10% discount to him as a present or you just write him: “Happy Birthday from our team, Mark”. One thing is clear, this is the way how to create a stronger relationship.
  • Loosen up your return policy. At least you should consider adding special return policy to members of your loyalty program. Successful online stores provide excellent return policy to all buyers. Why? They don’t want to lose any opportunity and want please all customers, who are now looking for best shopping experience, including great after care service.
  • Unexpected gifts. Even a small discount or a gift with purchase can make your customers happy – more likely when it comes unexpectedly.
  • Do something extra to stick in your customer hearth. Does your customer need something to be delivered faster than usual? Do it! This is the way how to thank a buyer for being your customer. Show him that you will do anything to make him happy.

Karolína Alvaradová – creates a perfect return process at Retino

Building Customer Loyalty Through Your Return Policy

  • You have a 60-70% chance of selling to an existing customer, while you only have a 5-20% chance of selling to a new customer. Loyal customers also spend more per order.
  • The cost of acquiring a new customer can be from five to 25 times higher than keeping an existing customer.
  • 78% of loyal customers tend to recommend the brand that they love to others.

A loyal customer who returns to your store is much more valuable than a new one.  The key is to create a relationship between your e-shop and buyers. How? By creating great shopping experience, including great return policy. The most successful online stores like Amazon or Zappos built their entire business on fast shipping and easy returns. They wanted to create a strong relationship with their customers.

Online retailers hate returns and their customers hate them, too. However, the truth is that almost 30% of all products ordered online are returned. High return rate isn’t always a threat to your company. You just have to know how to deal with returns effectively and how to turn them into your advantage. A today’s customer is looking for an easy, fast and cheap return process. Price won’t be soon the key to differentiate your online store from others. And if you provide an excellent customer service, including perfect return process, don’t be afraid to charge more. 86% of buyers are willing to pay more for a better customer experience.

  • Be fast. 80% of buyers want easy and fast return process.
  • Make your great return policy visible. 60% of customers are satisfied when return policy is easy to find.
  • Offer free return shipping. 68% say free return shipping is a key to a positive return experience.

With more than 60 % of buyers who consider e-shop’s return policy before making a purchase is a good return policy crucial to all online stores.

Karolína Alvaradová – creates a perfect return process at Retino

How Social Media Influences Shopping Behavior of Millennials

The generation of millennials is different – more than 70% of those born between 1980 and early 2000s are active on social networks.

Millennials grew up in a technological boom and use social networks not only to read news and chat but also to be updated with the last fashion trends and to search for products that they want to buy.

50% of millennials say that their purchase decisions are influenced by social media. We live in a digital world. Buyers enjoy reading online reviews which now seem to have the same power as personal recommendations. 85% of buyers trust online reviews as much as personal recommendations.

Millennials are active in writing about their own experience – they are not passive readers. Which is good because people are more likely to buy a product which was recommended by someone else. They don’t stick with Facebook, they use Instagram and Tumblr. Buyers who use social media to help to shop during or before going to a store are 29% more likely to make a purchase the same day.

Customers pay attention to social media. So if you want to meet a today’s customer expectations you should start building a relationship through social media.

How to build a relationship through social media?
  • Allow your customers to buy things right through your social media page with a buy button to make the buying process simple.
  • Encourage them to write reviews about your e-shop.

Are you afraid of bad reviews?  Turn them into your advantage. Check all reviews and answer them to show that you care. Even a bad review can help you to increase awareness about your store.

To sum up, social media definitely influence buyer’s shopping behavior. If you haven’t started communicating through social media yet you should start right now. With 46% of buyers looking towards social media when making a purchase, social media is a powerful tool to increase your sales.

Karolína Alvaradová – creates a perfect return process at Retino

How to Create a Successful Online Store

Today, it’s easier than ever to launch an online store. However, the whole process of creating a successful e-shop is a challenge. Today’s customer has access to a global e-marketplace, which is full of options.

You need to stand out in a crowd of competitors during every stage of a customer journey. Customers don’t buy  because of price alone. There are more effective ways to attract your customers and make them loyal to your e-shop.

Design of your online store

About one half of online shoppers won’t return to an e-shop if they find it unesthetic. The web page design belongs to the top factors while deciding a purchase. While creating a web page you should think of a good navigation – to provide your customers an easy travel throughout the entire website. You should also keep in mind that a brand consistency is important – make your brand easily recognizable.

Product reviews

People want to know everything about a product that they are willing to buy. They are reading reviews more than ever. 63% of buyers are more likely to make a purchase from online store which provides online reviews. So they don’t have to search for the products reviews somewhere else.

Related products

Do you want to increase sales? Show your customers related products – products that other people have bought together or things that just look great together.

Easy mobile buying process

Mobile traffic accounted for 50 % of visits in the last holiday season. Smartphones are becoming the most powerful tool when searching for a product. On the other hand the number of shopping cart abandonments is much higher while using a phone. How is that possible? Maybe there are more buyers who are searching on their mobile phones. Or maybe the whole buying process is not as highly optimized to smartphones as it should be.

Great customer experience

By 2020 customer experience will overtake price and product as the key brand differentiator. 86% of buyers are willing to pay more for a better customer experience.  Customer experience is important. It improves customer satisfaction, reduce customer churn and increase loyalty and sales.

6 Tips to Reduce Shopping Cart Abandonment

Almost 70 % of online shoppers don’t complete their purchase. The number of cart abandonments is increasing and becoming one of the most serious problems for online retailers. There are many reasons why people don’t complete their purchasing journey. We will discuss the reasons and give you tips how to encourage your customers to buy before leaving your online store.

The top 3 reasons why customers don’t complete their purchase are “extra costs”, “the site wanted me to create an account” or “too complicated checkout process”. There are many other reasons why customers are not satisfied with the buying process and leave your website before buying. Here are some tips how to reduce the shopping cart abandonment.

Keep the shopping cart visible

20 % of buyers who don’t complete the buying process want to save their items in a shopping cart for future consideration.  The best option is to place a shopping cart icon in the corner of your website.


Scarcity will encourage your customers to buy now. A great example how to show your customers that they have a last chance to buy a product is to show how many products are remaining. If they see there is a last unit of a product, they won’t waste time and will buy it faster.

Offer free shipping

44 % of buyers who abandon their shopping carts do it because of extra costs like shipping costs or return shipping costs. Offering free shipping is a way how to stand out from your competitors and encourage your customer to buy from your online store.

Easy guest checkout

Don’t ask your customers for creating an account before the checkout. It will slow down the process. It is better to ask them in the end when they already have completed their purchase.

Use exit-intent popups

Exit-Intent Popups appear when a customer is about to leave your page or shopping cart. You can stop him from abandoning his cart by providing more information about his purchase or offering a deal so they won’t leave your page. For example: “Don’t go, get 10 % off if…


Buyers have many questions when buying a product. They usually aren’t 100% sure about a purchase. Use a live chat to help them with their purchase completion.

Karolína Alvaradová – creates a perfect return process at Retino