South African e-tailers battle high cart abandonment
FedEx report shows African shoppers abandon carts due to payment hurdles and delivery delays
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IN AN era where customers can access just about anything at the touch of a button, expectations for online shopping have shifted drastically. This was underscored in the latest FedEx 2025 E-Commerce Trends Report, which revealed that 97% of U.S. customers have abandoned an online purchase due to sheer inconvenience.
“This rising expectation has made cart abandonment a significant challenge for e-tailers, particularly small and medium enterprises (SMEs),” says Nelson Teixeira, managing director of operations for Sub-Saharan Africa at FedEx. “Africa has one of the highest rates of cart abandonment in the world – 85.15% – and businesses continue to struggle with this issue, as it directly impacts sales conversions, profitability, and marketing efficiency.”
In South Africa’s competitive e-commerce landscape, two key factors driving cart abandonment are inconvenient payment methods and long delivery waiting times. Shoppers expect e-commerce to be both simple and fast. When they reach the checkout stage and encounter a complicated payment process or limited delivery options, they abandon their purchase without hesitation.
During peak sales events like Black Friday and Cyber Monday, when browsing power is high but patience is low, these challenges are amplified. Teixeira outlined three strategies that South African e-tailers can use to reduce abandoned carts and convert casual browsers into loyal customers.
1. Simplify the checkout process
Beyond payment hurdles and delivery delays, shoppers often leave their carts behind when faced with a complicated checkout process. Requiring account creation, re-entering personal details, or navigating multiple pages can all contribute to drop-offs.
Streamlining the checkout process can have an immediate impact. Offering guest checkout, using auto-fill options, and keeping the number of steps to a minimum are key. The fewer clicks it takes to pay, the lower the abandonment rate.
Mobile optimisation is also critical, as more than 70% of South Africa’s online purchases occur via smartphones. Slow-loading sites or payment interfaces that aren’t mobile-friendly risk losing customers in seconds.
2. Offer flexible and convenient payment options
Even a smooth checkout can fail if customers cannot pay easily. Payment preferences vary widely, with some still preferring traditional methods, while others expect instant, secure digital options.
“This is why e-tailers need to provide a mix of payment method options – from credit and debit cards to mobile wallets and instant EFTs – to ensure every consumer can pay in their preferred way,” Teixeira advises.
Transparency is equally important. Unexpected fees at checkout, such as hidden shipping costs or taxes, are one of the quickest ways to lose a sale. Businesses should clearly communicate total costs and delivery timelines before customers reach the payment stage.
3. Partner with a reliable delivery provider
Poor delivery can undo the entire transaction. Long lead times, lack of tracking, and missed deliveries all contribute to dissatisfaction, which translates into higher cart abandonment rates.
“This is why a reliable delivery provider is a make or break for any e-tailer,” says Teixeira. “When customers know their parcels will arrive on time, they’re far more likely to complete their purchase.”
Tools such as FedEx Delivery Manager enhance the customer experience by offering flexible delivery options, real-time tracking, and added convenience that strengthens loyalty.
Teixeira adds that partnering with an established logistics provider also enables SMEs to scale efficiently. “With the right delivery network, small businesses can offer the same level of convenience and reliability as larger competitors. That builds trust, and trust drives repeat sales,” he concludes.