10 ways retailers can reduce checkout abandonment in 2026
Written by
Tuesday 16th December 2025
Last updated: 6th January 2026
Checkout abandonment continues to be one of the biggest challenges for UK retailers. A recent study shows that around 74% of baskets created online in late 2024 did not result in a completed order, and recovery rates remain below 5%. Every delay, every moment of friction, and every surprise cost is a potential lost sale.
As we move into 2026, now is the perfect time for retailers to revisit the checkout experience and remove the barriers that prevent customers from completing their purchase.
Based on recent behavioural research, market data and consumer testing, here are 10 proven strategies retailers can implement to reduce abandonment and boost conversions in the year ahead.
1. Simplify the checkout journey
A long or overly complicated checkout is one of the most widely reported reasons shoppers walk away. The research highlights that customers frequently abandon when the process feels time-consuming, requires too much information, or forces them to create an account.
Quick wins:
- Reduce the number of form fields
- Offer guest checkout
- Avoid unnecessary steps or distractions
- Make it easy for customers to edit basket items without restarting the journey
2. Avoid hidden or unexpected costs
Extra fees such as delivery charges, taxes, or service fees, remain the number one cause of abandonment across global surveys. Many shoppers only discover these costs at checkout, and nearly half say they leave immediately when this happens.
What to do:
- Display delivery fees early
- Use delivery calculators that show clear, upfront totals
- Avoid last-minute add-ons that feel like “punishments” for progressing
Transparency builds trust - and trust supports conversion.
3. Be clear and realistic about delivery
Slow, expensive, or insufficient delivery options contribute significantly to abandonment. Customers want clarity early in the journey, not at payment stage.
Best practice:
- Offer delivery windows, not vague timelines
- Highlight next-day or click-and-collect options
- Make returns policies easy to find and understand (uncertain returns are another cited cause of drop-off)
4. Curate reviews to support decision-making
Reviews play a crucial role in building confidence - but too much information can overwhelm customers. Research shows that information overload increases decision time and ultimately increases the likelihood of abandonment.
Retailers can help by:
- Surfacing the most useful reviews
- Grouping reviews into themes (quality, fit, delivery experience)
- Offering filters to reduce cognitive load
- Removing outdated or irrelevant content
5. Manage product comparisons effectively
Consumers often compare multiple options before committing, especially for higher-value items. Using price anchors or comparison tools can help guide customers rather than leaving them to browse endlessly.
How to help:
- Provide easy product comparison within your site
- Use strike-through discounts to frame value better
- Avoid presenting too many choices at once, which can trigger indecision
6. Use digital nudges - but use them carefully
Scarcity messages (“Only 2 left!”), social proof (“4,000 people bought this last month”), or default pre-selection of product attributes can influence decisions. But the research is clear: overusing nudges or using them at the wrong time can actually reduce trust.
The balance:
- Use nudges sparingly
- Ensure messages are accurate, not artificially created
- Avoid nudges at emotionally sensitive steps (e.g. payment entry)
7. Use cart reminders - but get the timing right
Cart reminders are one of the most effective ways to recover lost sales, but timing makes all the difference. Studies show that sending reminders too quickly can irritate shoppers, while leaving around a day before messaging increases purchase likelihood.
Tips:
- Avoid “instant” triggers
- Personalise reminders with product images
- Consider adding incentives like delivery upgrades or finance options
8. Build trust directly into the checkout experience
A lack of trust is consistently cited as a barrier to purchase. Whether it’s concerns about payment security, unfamiliar retailers, or confusing messaging, customers need reassurance.
Strengthen trust by:
- Displaying security badges
- Clearly explaining data privacy
- Offering recognisable payment methods
- Ensuring branding, copy, and UX look polished and consistent
9. Optimise for mobile-first shopping
With 69% of UK online purchases now made on smartphones, a desktop-first approach no longer works. Even small frustrations on mobile such as tiny form fields, unclear buttons, hard-to-read text can stop a sale instantly.
Mobile must-haves:
- Large, tap-friendly input fields
- Autofill for address and card details
- Sticky “proceed to checkout” buttons
- Fast-loading pages
10. Offer flexible payment options
Shoppers increasingly expect a range of payment methods - and 27% of UK consumers have abandoned purchases because their preferred option wasn’t available.
Flexible payment solutions, including finance for major purchases, can significantly reduce hesitation and increase order value.
Flexibility builds confidence, especially for higher-ticket sectors like furniture, jewellery, home improvement or electronics.
A cohesive strategy
There is no single fix for checkout abandonment - but applying these 10 tactics can transform how customers experience your purchase journey in 2026.
Retailers who focus on transparency, trust, simplicity, and flexibility will be best positioned to convert more browsers into buyers in the year ahead.
If you’re exploring how payment flexibility or retail finance could help remove barriers at checkout, Novuna Consumer Finance can help you create a seamless, customer-friendly finance experience.
Written by
Anna Stacey is a skilled content writer based in Lincolnshire, specialising in the financial services industry. With over four years of experience in the digital landscape, she has an aptitude for crafting informative and engaging content that addresses a range of retailer needs. Spanning diverse topics, from finance and lending to broader digital marketing trends, Anna is committed to delivering customer-centric content that not only educates but also empowers readers to make informed decisions.
