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How to improve your customer experience as a retail business

31/03/2026 03:30 PM

How to improve your customer experience as a retail business

“Q: My online retail customers are disappearing thick and fast. What could be causing this drop in sales conversions?”

As a small retail business, you spend a significant amount on customer acquisition. But recent research from Inside Retail reveals that we have a major commitment problem.

Last year, 76% of shoppers walked away after one bad experience. This year, that number has climbed to 84%. Customers are no longer taking the traditional routes of complaining or filing tickets; they are simply disappearing and abandoning their carts.

“A: The real ‘breaking points’ are no longer happening at the checkout – they are happening after the buy button is hit.”

With online shopping such a central part of any retail strategy, customers abandoning baskets, or cancelling their purchases is a major headache.

But there are plenty of ways to improve your retail customer experience (CX) to mitigate these abandoned carts and the associated loss of sales:

Remove the barrier of shoppers needing a mandatory account:

Make it easy for shoppers to check out using a ‘guest account’. 34% of respondents say they abandoned a cart because of forced registration. Allow customers to create an account after the payment is complete, transforming a hurdle into post-purchase convenience.

Be totally transparent about the final price:

Show all shipping costs, taxes and fees up front when the customer first views the cart, rather than at the final payment step. Hidden costs are a major reason for abandonment, so providing a real-time shipping calculator prevents the potential price shock that can kill conversions.

Offer multiple payment options:

69% of shoppers may abandon carts that don’t offer their preferred payment methods. It’s sensible to include payment gateways such as PayPal, Apple Pay and Google Pay alongside the more traditional credit/debit card option. This increases the chance of your customer clicking through and paying.

Give the customer a good reason to trust you:

Place security badges, clear return policy links and live-chat icons directly within the checkout footer. Anxiety about data security or ‘what if it doesn't fit?’ worries peak at the moment of payment; these signals provide the final reassurance needed to click 'Confirm'.

Removing the barriers to cart abandonment and lost sales

With 14.3% of all Australian retail sales now being made online, removing these e-commerce customer experience barriers is a must for any small retail businesses.

Talk to our team about your e-commerce strategy and the key ways you can enhance your customer experience to reduce cart abandonment and unsatisfied customers.

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