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The three customer-experience mistakes that most deserve attention in e-commerce are avoidable checkout friction, hard-to-find purchase information, and treating returns as an afterthought. Each can make buying or getting help harder than it needs to be—but not every abandoned cart signals a problem: some shoppers are only browsing or are not ready to buy.
1. Why do customers abandon their carts?
Checkout can lose a ready-to-buy customer when costs appear late, forms ask for too much, guest checkout is difficult to spot, errors are hard to correct, or delivery choices are unclear. In Baymard Institute’s checkout benchmark, updated November 25, 2025, 64% of desktop sites, 63% of mobile sites, and 46% of apps had mediocre or worse checkout UX. These are benchmark findings, not a census of all online stores. Baymard’s checkout UX findings describe common design pitfalls and practical remedies.
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Cart abandonment is not a checkout-failure metric by itself. In Baymard’s 2025 update to its survey of US online shoppers, 42% said they had abandoned an order in the previous three months because they were browsing or not ready to buy; 17% cited a checkout that was too long or complicated. The figures describe respondents’ reported reasons, not the share of all carts attributable to each cause. Baymard’s abandonment survey provides the study context.
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How to make checkout easier
- Show the full order total, including shipping and other required fees, as early as practical.
- Ask only for information needed to complete the purchase, and make guest checkout easy to find.
- Use clear, specific validation messages and let customers correct errors without losing entered information.
- Make delivery methods, costs, and estimated timing easy to compare before the final step.
A single-page checkout is not automatically better than a multi-step flow. Check where your own shoppers hesitate or fail, then test a focused change rather than assuming a particular layout will raise conversion.
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2. Where should shipping costs and return policies appear?
Put decision-critical details where people are deciding—not only on a policy page. Shoppers may look for shipping and returns information in different places, so make it reachable from the product page as well as through site navigation, search, and the footer. Baymard’s observed UX research, updated with new data in 2025, found that 43% of sites did not provide shipping or return information on product detail pages and 14% did not provide it in sitewide search results. Those figures describe the sites Baymard assessed, not every e-commerce site. Baymard’s findings on shipping and returns links explain why a footer link alone may not meet shoppers’ needs.
What to make clear before purchase
- Price: Show the complete price and disclose shipping fees or other unavoidable charges before checkout surprises the shopper.
- Delivery: State likely delivery timing, available options, and any relevant availability limits near the product and purchase decision.
- Product details: Make important attributes and compatibility information easy to find on the product page.
- Returns: Explain eligibility, the return window, who pays for return shipping, and how to start a return.
Having a policy somewhere on the site is not the same as making it useful. If a customer must leave the product page, hunt through menus, or guess what a fee means, the information is technically available but poorly placed.
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3. How do returns affect customer loyalty?
Returns are part of the customer experience both before and after delivery. A clear policy can help a shopper assess purchase risk; a confusing return process can turn a post-purchase problem into a reason not to shop again. Baymard’s returns research reports that 54% of sites in its returns-flow benchmark had significant UX issues. In its survey, 11% of users said they had abandoned an order in the preceding quarter solely because of an unsatisfactory returns policy. These benchmark and survey findings have different scopes and should not be read as a universal causal estimate. Baymard’s returns experience research also reports that 7% of surveyed users would never again buy from the last site where they returned an item because of the return experience, while another 13% said they would be unlikely to purchase again.
Design the return journey, not just the policy
- Before purchase: State eligibility, timing, costs, and the steps required to return an item.
- When a return begins: Make initiation straightforward and explain what happens next.
- While it is in progress: Keep status and instructions visible so the customer does not have to reconstruct the process from scattered messages.
- When something goes wrong: Provide an obvious route to support if a return is delayed or stuck.
Assess the flow for clarity, customer control, continuity of information, and access to help. A return policy can be generous yet still create a poor experience if customers cannot understand or complete the process.
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How to find the biggest problem in your own store
Use the three mistakes as diagnostic categories, not as a universal ranking. Baymard’s 2024 checkout study announcement describes more than 4,000 research hours and over 200 qualitative user/site usability test sessions across 16 sites; that breadth does not establish how a particular store’s shoppers behave. Baymard’s study announcement gives details about its research inputs.
- Locate the drop-off: Review your own funnel and support feedback to see whether difficulty clusters around product evaluation, checkout, or post-purchase returns.
- Observe the task: Ask representative users to find delivery and return terms, place a test order, or start a return. Watch for hesitation, errors, and workarounds.
- Change one obstacle: Make the relevant information or action easier to find, understand, or complete.
- Validate the change: Compare observed behavior and store-specific outcomes before and after, accounting for other changes that might affect results.
Baymard’s overview reports a 70.19% global average cart abandonment rate; because the figure is updated on its live page, treat it as a reported benchmark rather than a fixed current rate or a target for an individual store. Baymard’s cart and checkout research overview provides the context. A high abandonment rate alone cannot tell you which of these issues, if any, is driving your store’s results.
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