Paypal and comScore have released their 8th Annual merchant survey which includes some extremely useful statistics regarding shopping cart abandonment rates. Canada needs to overcome two main hurdles before it can make eCommerce a more viable option to it's residents. The first is to reduce shipping charges and the second is to create more warehousing options on the West Coast to increase delivery speeds (and therefore reduce delivery charges to West Coast residents).

The overall abandonment rates were around 45% with these constituting a micro view.

High shipping charges: 46%
Wanted to comparison shop: 37%
Lack of money: 36%
Wanted to look for a coupon: 27%
Wanted to shop offline: 26%
Couldn’t find preferred pay option: 24%
Item unavailable at checkout: 23%
Couldn’t find customer support: 22%
Security concerns: 21%

This post will be short and to the point, just like your e-Commerce checkout funnel should be. In the first Movie of Lord of the Rings there is a scene in Frodo's house where Gandalf says to him 'Keep it secret. Keep it safe". He was of course referring to the Ring but the same could be a succinct way of summarising your check out process.

To help people make it through your checkout try to achieve that. Make them feel it is safe.

Here ends todays e-Commerce tip on behalf of Gandalf. Isn't he wise...