Factors Influencing Cart Abandonment in E-CommerceA Conceptual and Empirical Review of Consumer Decision Discontinuity in Digital Retail

Abstract

Cart abandonment remains one of the most persistent challenges facing e-commerce platforms worldwide. Despite advances in digital infrastructure, artificial intelligence, and personalization, a significant proportion of online shoppers fail to complete purchases after adding products to their shopping carts. This study investigates the major factors influencing cart abandonment in e-commerce environments through an integrative review of behavioral, technological, economic, and psychological determinants. Using a systematic review of prior research and industry analytics, this paper identifies key abandonment drivers such as unexpected costs, forced account creation, complex checkout processes, security concerns, delivery delays, and pricing transparency issues. The study further proposes a conceptual framework illustrating how these factors interact to shape purchase discontinuity. Findings suggest that cart abandonment is not merely a technical failure but a multifaceted behavioral outcome driven by trust, convenience, and perceived value. The study concludes with actionable managerial implications and future research directions for reducing abandonment rates and strengthening consumer conversion.