Commitment-shy shoppers drop nearly £125 billion worth of items in their online baskets every year.

A study of 2,000 adults found that an online shopper would put clothes and gadgets worth £4,283 a year in their baskets, but don’t try to reach for ‘confirmation’.

This fictional check-out total includes £480 worth of clothing, £571 home accessories and £500 health and beauty items.

Individuals give up an extra £554 when shopping for food each year and £586 when looking for technology.

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Reasons for abandoned baskets include delays due to the cost of postage and packaging (26 percent), wanting to search and compare prices on other websites (20 percent), and finding too many steps in the check-out process (11%).

It found that the least loyal shoppers are those who browse for clothes (22 percent), while shoes (10 percent) and books (10 percent) regularly end up in the shopping junk pile.

suspicious sites

It also appeared that one in five adults had noticed an increase in suspicious websites.

More than one in 20 people abandoned a purchase after being asked to approve a transaction in their banking app that seemed questionable.

The research was conducted by the Nationwide Building Society to highlight the strong authentication check for new customers – where customers need to verify that they made a transaction by entering a one-time passcode or payment authentication within their banking app.

Company spokesperson Matt Cox said: “The results show that we are a nation of online shoppers, yet we often get bogged down in ‘fancy’ baskets and end up giving away a lot of items.

“The numbers put into perspective just how far behind reluctant shoppers are.

“But brands have a smart way to get people back in to complete a purchase, whether with an offer, a reminder email, or targeting them with social media ads.

“While the nation loves to shop online, scammers love too, which is why this new protection was introduced.

“So far, the SCA scrutiny means that Nationwide is seeing a decrease in 2,000 cases of online card fraud per month, which will be replicated across banks and building communities, and while the battle against fraudsters is never over, SCA represents a huge step forward.”

The study also found that online shoppers spend an average of three and a half hours browsing and purchasing online per month, typically receiving four deliveries.

Although 21 percent had received 10 or more packages in that time.

Nearly three-quarters (73 percent) revisited an abandoned cart to make a purchase, satisfied with an incentive to buy (18 percent), email reminders (13 percent) and loyalty points (10 percent).

But while it took 26 percent several hours to come back, 14 percent admitted they only waited a few minutes.

When shopping online, four in 10 were concerned about their card details being compromised and 59% had concerns about it being stolen or used by someone else online.

It also found that seven out of 10 were asked to enter a one-time passcode to verify a purchase in their banking app, but that meant that 21% were unable to purchase.

This was due to not having their phone on them to use the app, no Wi-Fi signal and even not having a mobile phone.

While 22 percent of those surveyed via OnePoll made the purchase successfully, it took longer than usual.

Matt added, “Currently, most people who shop online will come across a ‘strong customer authentication’ check when they go to pay for online shopping.

“This check will only add a few seconds to the payment process, but it has a huge impact on protecting consumers from online fraud.

“Security and comfort are important which is why most people are happy that the check-out process took a little longer and say they feel safer knowing this check is in place.”

The cost of items left in carts per adult per year

Fashion Accessories – £523

Health and Beauty – £500

Gadgets & Technology – £586

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