How to Create an Online Shopping Cart that Encourages Purchases and Avoids Frustration
When was the last time this happened to you? You had a cart full of products in an online store that instantly caught your eye... but in the end, you closed the page!
If your business relies on an online store, take the time to ensure you're truly offering the best possible user experience.
So, what should a shopping cart look like that won't drive customers away?
▶ The cart should clearly display the selected products
The customer should be able to see all the details of their selected products in one place, including:
product images,
product names and specifications (like size or model number),
product quantities with the ability to adjust them (adding more or removing items),
prices (including any discounts),
the total price (before and after any discounts).
✅ ADVANTAGES OR WHY THIS WORKS?
No one likes surprises when it comes to prices or complicated processes. The customer should always see what's in their cart and the final price. People are more likely to complete a purchase when they understand what’s happening.
❌ DISADVANTAGES OR WHERE YOU CAN MESS UP?
Too much information or a cluttered design can confuse the customer. Their brain will start processing too much data and get overwhelmed.
▶ The cart should allow easy product addition and removal
How many times have you thought: "Oh, I just love having to click five times to remove an item from my cart?" ... Yeah, right.
Customers should be able to adjust quantities or completely remove products in their shopping cart. Changes should be displayed instantly without refreshing the page.
✅ ADVANTAGES OR WHY THIS WORKS?
The easier the process, the more likely a customer is to complete their purchase. If people can easily manage their items, they feel in control, which is a GOOD feeling.
❌ DISADVANTAGES OR WHERE YOU CAN MESS UP?
The final purchase value may decrease. If customers can easily reduce or remove items, they might become more cautious about costs and remove more products than they otherwise would.
▶ The cart should clearly display shipping costs and taxes
Oh, our favorite – shipping costs (read with sarcasm). Nothing drives a customer away more than finding out at the last step that shipping costs more than the product itself. Inform them upfront about:
the shipping costs,
the final purchase price,
and anything that increases the total amount.
✅ ADVANTAGES OR WHY THIS WORKS?
Customers appreciate transparency. If they know from the start what additional costs they'll face, they’re more likely to complete the purchase.
❌ DISADVANTAGES OR WHERE YOU CAN MESS UP?
If shipping costs are high, the customer might abandon the purchase. However, the percentage of drop-offs is much higher if you reveal shipping costs only at the end. It's better to be upfront than to lose a customer due to "hidden" costs.
▶ The cart should automatically save
Have you ever added a few items to your cart, only to be interrupted and when you returned, your cart was empty? You probably didn't feel like refilling it.
The shopping cart MUST allow customers to save their selected items for later, either by creating an account or as a guest. Ideally, offer both options so customers aren’t forced into creating an account to complete their purchase.
✅ ADVANTAGES OR WHY THIS WORKS?
It increases the chances of the purchase being completed. The customer revisits the cart, the products stick in their memory, and they want them more. Plus, with well-placed ads, you can remind them of the items they’ve selected across the web.
❌ DISADVANTAGES OR WHERE YOU CAN MESS UP?
If products in the cart don’t automatically refresh over time (e.g., when stock decreases or prices change), it can lead to customer frustration upon their return.
▶ Easy option to return to the main store page
The customer is in their cart but wants to add something else? Great! Ensure their wish is easy to fulfill. The shopping cart must allow seamless continuation of shopping without losing items or resetting the cart.
✅ ADVANTAGES OR WHY THIS WORKS?
Because customers can easily add more products, it can result in a higher final purchase value.
❌ DISADVANTAGES OR WHERE YOU CAN MESS UP?
If the button to return to the store is not visible enough, the customer might prematurely end their shopping, even if they wanted to add more items.
▶ Safe and easy payment
When a customer is ready to pay, don’t slow them down with long forms or complicated payment methods. Offer various payment options, such as card payments, online payments, mobile payments... and make sure the process runs smoothly and quickly.
✅ ADVANTAGES OR WHY THIS WORKS?
The customer chooses their preferred and most trusted payment method. A completed purchase means they trust you as well.
❌ DISADVANTAGES OR WHERE YOU CAN MESS UP?
If there are too many payment options or the process is too complicated, the purchase might remain incomplete. Your shopping cart should offer secure and easy payment options.
The conclusion
A good shopping cart is one of the keys to successfully completing sales in an online store.
Offer the customer clarity, ease of use, transparent costs, and of course, security. Don’t overburden their brain unnecessarily.
A smooth experience without unnecessary complications will quickly turn a full cart into a “complete purchase.”
DO YOU ALSO WANT TO COMPLETE PURCHASES WITHOUT ISSUES?
Send us a message. We’ll take a look at whether your cart is just starting out or already scaring customers because it's in its teenage phase, and we'll give it a lesson in manners.