Dec 27, 2025
Cart Abandonment Analysis
In this case study, I analyzed the checkout experience of three e-commerce platforms representing different industries: Zara (fashion), Kifli.hu (grocery), and Eyekonik (sports optics), identifying the friction points that cause cart abandonment and quantifying their impact on revenue.
The Problem:
- Average Cart Abandonment Rate: 70.22% globally.
- Annual Loss in Hungarian E-commerce: Potential revenue decreases by roughly €13 billion annually due to cart abandonment in the Hungarian market (estimate based on 2025 market forecasts).
- Conversion Rate: Approximately 2-3 out of every 100 visitors complete a purchase, reflecting the general e-commerce conversion rate in Hungary.
Source: baymard.com/lists/cart-abandonment-rate
Zara
Excellent UX | Fast Delivery | Simple Returns | Mobile-friendly
Zara is one of the largest international fashion companies and the flagship brand of the Spanish Inditex Group, one of the world's largest distribution groups.
Performance Drivers:
- Loading Speed: Optimized, fast loading times.
- Trust Signals: Strategically placed trust elements (e.g., secure payment indicators, references) minimize uncertainty.
- Transparent Cost Structure: Clear and early communication of costs reduces surprises at the end of the checkout, which is one of the most common reasons for cart abandonment.
CART ABANDONMENT RISK: LOW (9/10)
Although the conversion rate is high, two critical areas for optimization have been identified to increase Customer Lifetime Value (LTV) and strengthen returning traffic.
| Issue | Description |
| Registration Barrier | The system allows guest checkout, which is ideal for short-term conversion but fails to leverage data collection and loyalty programs. There is currently no incentive for users to register. Consequently, value-added benefits for registered users (e.g., free shipping, exclusive discounts) are not displayed at the login point, representing a missed opportunity for repeat purchases. |
| Logistics Complexity | The decentralized logistics model (shipping directly from stores) serves to maximize delivery speed, providing a significant conversion advantage. However, this efficiency causes friction in the customer experience. Customers often receive multiple packages arriving at different times and via different couriers for a single order. This complexity lowers satisfaction (NPS) and weakens brand loyalty, especially if the website does not communicate the shipping process proactively and transparently. |
Kifli.hu
90-minute delivery | Xtra club benefits | Checkout needs improvement | Mobile-friendly
Kifli.hu is an online supermarket delivering high-quality, fresh, and often locally sourced groceries with outstanding speed (up to 90 minutes) and a full satisfaction guarantee. Its main advantages are convenience, a wide selection, and precise, time-slotted delivery.
Performance Drivers:
- Lightning-fast delivery within 90 minutes, free delivery on the first purchase over 12,000 HUF.
- "Xtra" Club Membership: Exclusive discounts, free shipping, and 10% off organic and private-label products.
- Personalized, relevant offers, wide selection, and outstanding customer reviews (4.9/5 from over 24,000 customers).
CART ABANDONMENT RISK: HIGH (5/10)
During the analysis of the cart process, I noticed several critical friction points hindering retention and conversion. While customer satisfaction is high (4.9/5) regarding product range and delivery, checkout UX friction causes significant revenue leakage before conversion.
| Issue | Description |
| Stock-out Blocking & Min. Order Limit | If an item sells out during the process, the checkout is blocked. Proceeding requires manual intervention: all missing items must be deleted one by one, interrupting the flow. Furthermore, if the deletion drops the total below the 12,000 HUF minimum, the system continues to block progress, generating immediate abandonment. |
| Exact Minimum Value Rejection | The system does not accept a total of exactly 12,000 HUF because the logic is set to 12,000 HUF + 1 HUF (or above). This unnecessary micro-friction appears as a technical error to the customer and forces the addition of extra items. |
| Multi-step Interruptions (UX Barrier) | The checkout process is overly segmented (address, data, packaging, time, payment), making it impossible to see as a whole or summarize quickly. This is worsened by the "Address modal" constantly popping up. Additionally, the final total (including shipping) is only revealed after all mandatory data is entered. |
| Lack of Payment Trust | On the payment page, the "Place Order" button is not visible beforehand (only active after all fields are filled), and critical trust signals (security guarantees, refund info) are missing, which could increase payment anxiety. |
| Late Disclosure of Bag Deposit | The optional 3,500 HUF deposit fee for reusable bags is only revealed in a later phase. This extra cost should be communicated proactively at the start to avoid late surprises. |
| Forced Registration | The system does not offer guest checkout, forcing all users to register. While this supports retention, it creates an entry barrier for new customer acquisition for those wanting a quick, one-time purchase. |
| High Entry Barrier (12,000 HUF) | The 12,000 HUF minimum order amount creates a high barrier for small purchases or new users wishing to test the service, increasing the initial abandonment rate. |
Eyekonik
Free shipping | Multi-payment | Transparent checkout | Mobile-friendly
EYEKØNIK is an international sports and fashion eyewear Shopify store offering premium sunglasses and optical solutions for runners, cyclists, and stylish everyday wear. The brand ships worldwide, incentivizing customers with free shipping and regular campaigns.
Performance Drivers:
- Free shipping and frequent promotions for customers.
- Guest Checkout Available: No mandatory registration, only an email is required.
- Wide Range of Payment Options: Card, PayPal, Apple Pay, Google Pay, Klarna.
- Transparent Cost Structure: Shipping fees are visible in the cart; the final total appears immediately.
- Strong Trust Elements: Secure payment (SSL), outstanding Trustpilot ratings, and refund information.
- User-Generated Content Campaign: Encourages customers to share photos with a dedicated hashtag, building social proof.
CART ABANDONMENT RISK: VERY LOW (9.5/10)
The checkout process is excellently optimized (3 clear steps: Cart → Info → Shipping/Payment) with minimal abandonment. The platform follows almost every e-commerce conversion best practice.
| Issue | Description |
| Mobile Checkout Optimization | The "Place Order" button slides down on mobile and isn't always clearly visible. It is recommended to keep it in a fixed position or as a fixed footer on mobile devices. |
Key Takeaways
Findings from the analysis applicable to any online sales channel:
- Frictionless UX is the Foundation of Conversion: Every extra click or unexpected cost exponentially increases abandonment. Guest checkout, early cost disclosure, and minimal mandatory fields directly impact conversion rates.
- Backend & Inventory: The Invisible Killers: Technical errors (blocking checkout due to stock issues) cause direct revenue loss. Real-time sync and intelligent "greater than or equal to" (>=) logic for limits are critical.
- Strategically Placed Trust Signals: Trust elements (SSL icons, guarantees) should be placed right next to the payment button. At the final second, fear can be stronger than intent—reassure the user where the decision is made.
- Mobile-First Design is Mandatory: With 60-70% of purchases happening on mobile, fixed payment buttons, thumb-friendly interfaces (min. 44x44px), and visual progress bars are essential requirements.
Final Conclusion
The most effective strategy against cart abandonment is a combination of micro-optimizations. Platforms like Eyekonik (9.5/10) and Zara (9/10) succeed by systematically eliminating friction. In contrast, Kifli.hu (5/10) suffers from UX and technical hurdles that directly jeopardize revenue.
In the modern e-commerce landscape, the winner isn't necessarily the one with the best price, but the one who sells with the least amount of friction.
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