The Best Ecommerce Cart Experiences: 7 Factors to Get Right

A successful ecommerce cart experience is an exciting moment for your customer. The shopper just found the perfect item — and in just a few clicks, it’ll be theirs. But a clunky, confusing cart experience can do the exact opposite — it can end a sale in seconds. Customers want a convenient, intuitive cart and checkout experience‌. Any hiccup or obstacle may lead to cart abandonment (or worse: loss of loyalty.)

With the right optimization strategies and ecommerce shopping cart software, you can increase conversions and reduce abandoned carts. Here’s what you need to know.

An ecommerce shopping cart allows customers to hold selected items they intend to purchase before moving into the checkout process. Think of it like a virtual version of the physical shopping cart you use in a brick-and-mortar store. The major difference? An ecommerce shopping cart does more than just hold products‌. ‌As the bridge between browsing and buying, it shapes the entire purchasing experience. In fact, a typical ecommerce shopping cart displays the selected items, quantities, prices, and the total cost. It allows users to add, remove, or modify their selections before finalizing their order and making a payment.

The best carts keep things simple. They update prices instantly, support different payment methods, and make it easy for customers to review their orders. A confusing or rigid design slows people down, often leading to abandoned carts. A commerce platform that prioritizes speed and convenience helps customers follow through with their purchases.

Customers remember bad experiences and are less likely to return to sites where they struggled to complete a purchase. That means your shopping cart is one of the most critical touchpoints on your ecommerce website. A smooth, intuitive cart makes checkout effortless, while a frustrating one sends customers looking elsewhere.

A single inconvenience‌ — ‌like a slow-loading page or an unclear total‌ — ‌can turn a ready-to-buy shopper into a lost customer. The numbers prove this: About 48% of customers will abandon a cart when there’s no transparency in the costs. Site speed is also crucial. If the ecommerce checkout process takes too long, shoppers will leave. A clear, well-structured cart keeps them focused and makes buying feel easy. Payment flexibility matters, too. When customers don’t see their preferred method, they often don’t come back. And security? It’s non-negotiable. If a cart looks unreliable, hesitation turns into abandonment.

Checkout is a transaction but also a reflection of the business behind it. Although a final bridge in conversion, it’s what shapes a good ecommerce experience.

Every abandoned cart represents lost revenue. On average, nearly 70% of online shopping carts are abandoned. That’s a significant chunk of revenue slipping away before checkout is complete. And it’s not just about immediate revenue loss. When a shopper leaves without purchasing, they may not return at all, making it harder to turn one-time visitors into loyal customers.

High abandonment rates also signal deeper issues. Complicated checkout processes, surprise fees, or limited payment options often frustrate shoppers and push them toward competitors. Fixing these problems isn't just about the current transaction — it's about designing an engaging cart experience that fosters customer loyalty and repeat purchases.

There’s a reason shoppers often leave right before buying. Usually, it's because something makes it too hard – extra steps, surprise costs, or not enough payment methods. Knowing why your target audience leaves the cart is the first step to fixing it. Here are some common issues that stop sales (and how to fix them):

Surprise fees can hinder a purchase. If shipping, taxes, or additional charges appear late in the process, customers feel misled‌ — ‌and many won’t stick around to complete the purchase.

Transparent pricing upfront builds trust. If free shipping isn’t an option, showing estimated costs earlier in the shopping experience can help set expectations. Discounts should also be easy to see in the cart, reassuring customers that they’re getting the deal they expected. Cost transparency is a direct way to reduce abandoned carts and improve conversion rates.

Mandatory account creation at checkout is often seen as a frustrating roadblock. Some shoppers prefer a quick purchase without the obligation of providing extra information or personal details.

The solution? Guest checkout. Consider letting your customers buy without signing up for an account — no strings attached. If your business relies on account creation, you can offer perks‌, ‌like faster future purchases or order tracking‌. This gives your customers a reason to opt in without feeling forced.

A long or complicated checkout gives shoppers time to second-guess their purchase. That’s why 17% of customers abandon carts when they face a complex checkout process. Think about it: If your customers have to click through multiple pages, enter the same information twice, or fill out unnecessary fields, disinterest or irritation builds‌.

A streamlined checkout removes those pain points. Autofill options, clear progress indicators, and a single-page layout help keep things moving. Every extra step should have a purpose. If it doesn’t, it’s just another reason for customers to walk away. You can also offer a one-click checkout option to simplify this process.

Shoppers expect flexibility and convenience in how they pay. If their preferred payment method isn’t available, many won’t bother finding an alternative. Expanding payment options removes that barrier.

Digital wallets like Apple Pay and Google Pay, buy now, pay later (BNPL) services, and region-specific methods can help you reach a wider audience. Even something as simple as accepting PayPal can make a big difference in conversion rates. Digital wallet usage saw a significant surge, increasing by 62% in the third quarter of 2023 compared to the year before.

Want to turn browsers into buyers? Here are the most important features of an ecommerce shopping cart experience:

Great user experience (UX) matters. If shoppers can’t instantly and intuitively navigate their cart, the design is already working against them. An easy-to-understand layout helps shoppers focus on buying, not on finding their way around. Effective carts clearly show prices, quantities, and checkout options without being too cluttered.

Pro-tip: Make your ecommerce site mobile-friendly. Mobile commerce is now ubiquitous with online shopping, with about 60% of global ecommerce purchases happening on mobile phones. Optimizing your cart experience for smaller screens is critical.

A slow checkout kills sales. Even a brief delay can make customers abandon their purchase. So, ensure your page design and code are optimized for your cart's performance. Large images, excessive scripts, and bloated code can cause frustrating slowdowns. You can improve speed by using caching, image compression, and streamlined checkout pages. Every millisecond matters. A fast, responsive cart ensures customers don't hesitate when it's time to pay.

Many businesses are turning to headless commerce architecture to improve speed. Headless commerce separates the front-end layers from the back-end ecommerce functionality. This allows you to optimize the front end specifically for speed using modern frameworks and technologies. By decoupling the front and back end, you can avoid ‌performance bottlenecks often associated with monolithic platforms where the frontend and back end are tightly integrated.

Hidden fees are one of the biggest reasons shoppers abandon their carts. When customers see a sudden spike at the checkout, it breaks trust, and you should provide a clear and upfront pricing breakdown to navigate this.

Clearly itemize all charges — including taxes, shipping, and discounts‌ — ‌early in the checkout process. Highlighting free shipping thresholds and applied savings further reinforces value and encourages order completion. Plus, this can build long-term trust and foster repeat purchases.

The moment a customer doesn’t see their preferred payment method, the sale is at risk. While some shoppers prefer credit or debit cards, others rely on digital wallets like Apple Pay and Google Pay. Buy now, pay later (BNPL) services such as Afterpay or Klarna are also growing in popularity, especially for larger purchases.

A limited selection of payment options forces customers to either rethink their purchase or leave to find another store that accommodates them. This is especially critical for international businesses, where failing to support preferred local payment methods can restrict access to entire markets. So, consider offering flexible, familiar online payment solutions to give your customers more choices and complete the purchase.

A checkout that feels unsafe is a top reason shoppers flee. If customers have even the slightest doubt about the security of their payment details, they won't proceed. In fact, 64% of customers believe businesses aren’t very responsible with their data. So as a business, the onus of establishing trust and protecting sensitive information is on you. Because this is how customers feel:

Compliance with Payment Card Industry Data Security Standard (PCI DSS) is essential if you’re handling credit card transactions. Beyond back-end security, visible trust signals make a difference, too. Badges from trusted payment providers, clear privacy policies, and fraud protection messaging help reassure customers that their data is safe.

With growing cyber threats, fraud prevention tools like address verification, two-factor authentication, and real-time monitoring add another layer of protection. When customers feel confident that their payment is secure, they’re far more likely to follow through with their order.

A checkout form that asks for too much information slows customers down and makes them second-guess their purchase. Every extra field ‌ — ‌ especially those that don’t seem necessary ‌ — ‌ adds friction and might lead to distrust. Most consumers are wary of providing extraneous details. Request only essential information needed for order processing and shipping. Smart design choices — like social login options, auto-filling capabilities based on previous purchases, and streamlined form fields‌ — ‌create an effortless checkout experience.

Remove unnecessary obstacles, and maintain a clean, focused interface to improve conversion rates and customer satisfaction.

Customers don’t always complete their purchases in one sitting. They may get distracted, browse other sites to compare prices, or decide to think it over. If all the items in their cart disappear when they come back, they might not bother starting over.

A well-implemented auto-save function eliminates the frustration of lost selections. A solid shopping cart maintains items even when customers leave the site, allowing them to resume their purchase journey seamlessly at a later time. You should also optimize this for cross-device functionality. This particularly benefits mobile users who begin shopping on smartphones but complete transactions on larger screens. The best part? This creates a continuous experience that accommodates modern browsing habits.

You can also proactively recover abandoned carts with email marketing. A simple message like “Still thinking it over? Your cart is waiting for you” gives customers a gentle nudge to return. If they’re on the fence, an incentive‌ — ‌like free shipping or a limited-time discount‌ — ‌can seal the deal. You can implement a marketing strategy to bring customers back to the cart. Artificial intelligence (AI) can help significantly here as it can analyze individual customer behavior and recommend strategies that’ll work for each customer. This also increases conversion likelihood.

Not all online store platforms will cater to all businesses. Some are designed for small and medium-sized businesses (SMBs) with fewer needs, while others support large-scale enterprises with complex ecommerce checkout requirements. Finding the right fit means balancing features, flexibility, and long-term growth potential.

Here’s what to consider when evaluating your options:

• Ease of use: Can you customize it to match your business needs and checkout flow without unnecessary complexity?
• Payment and checkout options: Does it support the methods your customers prefer, including digital wallets and BNPL services?
• Security and compliance: Look for PCI-compliant solutions that protect customer data and prevent fraud.
• Integration and compatibility: Will it work smoothly with your ecommerce website, inventory system, and customer service tools?
• Cart recovery features: Can it auto-save carts, send email reminders, or offer incentives to bring customers back?
• Performance and speed: Does it load quickly and support a seamless one-click checkout experience?
• Pricing and fees: Compare upfront costs, transaction fees, and scalability to avoid unexpected expenses.
• AI functionality: Does it come with AI features to help you meet evolving customer needs and ecommerce trends?

Thanks to large language models (LLMs) and machine learning, your ecommerce, customer experience, design and creative, and front-end engineering teams can significantly enhance your ecommerce cart experience. All those issues that can lead to cart abandonment. AI can proactively help you solve them. Here’s how:

Intelligent product recommendations: AI can instantly analyze a customer’s behavior on your site and shopping preferences to recommend products, even right in the cart. For example, AI agents like Agentforce can show a customer which items are frequently purchased alongside the products about to be purchased.

Personalized promotions and messaging: AI tools adjust pricing or offer real-time discounts based on demand, user profile, or competitor prices. For example, offering free shipping when AI detects hesitation or presenting a personalized discount on complementary items or product bundles when appropriate.

A/B testing and optimization: AI tools can A/B test even the smallest tweaks in variations of your cart layout, CTA buttons, colors, or copy to optimize for conversions.

Smart inventory management: AI can provide real-time stock updates and transparency about availability. It can suggest alternates or similar products when items are low in stock rather than leading to disappointment at final checkout.

Conversational shopping assistants: AI chatbots can help resolve questions about items in the cart, shipping options, or return policies without requiring customers to leave the checkout process to find information. Conversational commerce is crucial to modern ecommerce strategy.

Fraud detection and security: AI can verify transactions in real-time while minimizing false positives that might reject legitimate purchases. This creates a smoother experience while maintaining security.

Post-purchase engagement: This is equally important for customer retention. AI can optimize the timing and content of order confirmations, shipping updates, and follow-up communications based on customer preferences and behavior patterns.

It’s not just first impressions — even final impressions matter. Especially because it’s the last interaction your customers will have with your business. Your ecommerce cart experience should leave a lasting impression on your customers. And with the right tools, ‌checkout becomes a reason for customers to return instead of a reason to leave. Commerce Cloud gives you the flexibility to create a checkout experience that builds trust, and ultimately encourages your customers to come back for more.