Snippet: According to behavioral marketing agency SaleCycle, almost 75% of all online shopping carts are abandoned globally. With 70.9% and 74% respectively, Europe and the US actually rank the lowest.

According to behavioral marketing agency SaleCycle, almost 75% of all online shopping carts are abandoned globally. With 70.9% and 74% respectively, Europe and the US actually rank the lowest. These numbers might seem alarmingly high, but they’re not completely surprising if you’ve ever been in the shoes of an online shopper.

Abandonment issues

Some cart abandonment is unavoidable (shoppers may, for example, fill their cart while browsing, with no intention of buying), but it is crucial for merchants to identify the “conversion killers” that negatively impact their customers’ online shopping experience – not to mention their own bottom line.

Of the main reasons users cite for abandoning their shopping cart, several are related to the usability of the online store. These include:

  • “The site wanted me to create an account”
  • “Checkout process too long/complicated”
  • “I couldn’t see/calculate total order cost up front”
  • “The website showed errors or crashed”
  • “There weren’t enough payment options”

Another frequently cited reason is “My credit card was declined”, which can be the result of either a user error or a technical error.

To reduce false declines, banks need more information to enable better risk decision-making. Read: What's behind the brisk growth of risk-based authentication

These problems have a silver lining for merchants, though, because it means that by removing some relatively straightforward impediments to usability, they can drastically reduce cart abandonment and increase sales.

What about security?

In addition to usability, security is also becoming a pretty high priority for online shoppers. Despite merchants’ fears that additional layers of security will turn shoppers off, many consumers now expect some kind of explicit authentication when approving a payment online.

One obstacle to a secure but smooth checkout process is 3-D Secure – or most implementations of it – which often leaves users confused and frustrated. 3-D Secure traditionally relies on the use of text-based one-time passwords (SMS OTPs, also known as mTANs) to complete the process of authentication. Unfortunately, aside from their obvious inconvenience, they are also inadequate in terms of security. Entersekt has long maintained this view, which is now officially shared by the US National Institute for Standards and Technology (NIST).

Paying for online purchases can be a trial, but there is an alternative to the traditional implementation of 3-D Secure. Instead of waiting for a text message to arrive and then retyping a code into their browser, shoppers could tap a response to a push notification sent to their mobile phone. This not only shortens checkout time but also eliminates the threats that accompany communication over mobile networks, such as man-in-the-middle attacks and fraudulent SIM swaps.

Read: SS7 attack gives pause for thought

The fact is, contrary to popular belief, merchants don’t have to compromise on security to offer a slick and secure user experience – even with 3-D Secure.


Entersekt offers a secure, seamless card-not-present payment solution. Read more about our EMVCo approved 3-D Secure solution.

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Clara Chennells

MARKETING MANAGER: EU

Clara originally joined Entersekt’s marketing team as a copywriter, and is now based in the European headquarters in the Netherlands. In her current role, she is responsible for lead nurturing, organizing local events, managing relationships with local PR agencies, and serving as the liaison between the EU office and central marketing.

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Entersekt is an innovator of customer-centric fintech solutions. Financial services providers and other enterprises rely on our patented mobile identity system to provide both security and the best in convenient new digital experiences to their customers, irrespective of the service channel. With us, they can concentrate on their innovation roadmap, while delivering intuitive, low-friction digital experiences to their customers.