Clunky Websites Are Costing Companies Money, Scaring Away Shoppers

Clunky websites and complicated check-out systems are costing companies money, scaring away consumers already wary about their spending, according to a report from digital commerce firm Forter.

The firm’s 2024 Trust Premium Report found that a retailer’s digital experience, or how their checkout or return processes work online, can be key to growing sales and that retailers that don’t measure up are leaving money on the table. 

“The digital experience impacts trust more than retailers may think, whether with complicated check-outs, unfriendly policies, or other shopper friction,” Forter CEO Michael Reitblat said.

Nearly four in five of the 2,000 U.S. and U.K. respondents Forter surveyed said they would abandon their online shopping carts if the check-out process is too cumbersome. Over one-fifth said they’ve given up on an online purchase because it would have required them to create an account.

Competing for Holiday Spending

This year’s holiday shopping season could be a “stress test” for retailers, Forter said, with companies competing for sales to more cautious consumers with a growing preference for flexible payment options online.

About half of consumers surveyed said they plan to spend as much or more on holiday shopping this year compared to last year. Roughly half also said they plan to make use of buy-now-pay-later services.

“Retailers must focus on providing value and convenience, ensuring that their offerings meet the needs of cost-conscious shoppers,” the report said. “This means prioritizing clear communication of value, offering flexible payment options, and creating seamless online shopping experiences.”