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4/6/2025

New Report: Why customers drop off from checkout - and what keeps them coming back

Kustom’s new report, “How Nordic shoppers check out and pay”, based on data collected by Ipsos, shows that unexpected post-purchase costs – such as invoice fees or interest charges – have a major impact on consumer loyalty. As many as 82% of shoppers say they would avoid returning to a store if the final cost turned out higher than expected. Shipping also plays a critical role at checkout – high delivery costs are the most common reason shoppers abandon their carts.

– The survey shows that many consumers are put off by unexpected costs after checkout, and that loyalty drops quickly if something feels unclear or overpriced. That makes the choice of payment methods critical for online retailers. If you offer options that lead to surprise charges or uncertainty, there's a good chance the customer won’t come back. At the same time, it’s clear what builds loyalty – transparency, fair shipping terms, and payment options people trust, says Jesper Eriksson, Chief Commercial Officer at Kustom.

The report is based on responses from 4 000 consumers across Sweden, Norway, Denmark and Finland. It maps consumer behaviour, from what causes shoppers to abandon their carts, to what creates a satisfying checkout experience and which payment methods they prefer to use.

- We believe this study offers valuable insights no matter where you operate in the ecosystem. Whether you're a retailer, working with checkout, payments, shipping, or other related areas. Some of the findings confirm existing hypotheses, but there are also a few surprises, Jesper Eriksson continues.

Key insights from “How Nordic shoppers check out and pay”:

  1. The most common reasons for abandoning an online purchase are high shipping costs, unexpected price increases or limited delivery options.
  2. 82% of Nordic shoppers say they are less likely to return to a store if the final cost is higher than expected — such as due to invoice or interest fees.
  3. In Sweden, Norway and Finland, Klarna is the most preferred and recognized “pay later” solution. In Denmark, credit cards remain the more popular option for deferred payments.
  4. Swish, Vipps and MobilePay are the most recognized mobile payment apps across the Nordics, while Visa, Mastercard, and Klarna are the top choices for direct online payments.
  5. Transparency around pricing, along with access to a wide range of payment and delivery options, are the most important factors for a satisfying online checkout experience.
  6. When choosing a payment method, the top priority is recognizing and trusting the provider—closely followed by ease and speed of use.
  7. Cards rule in-store, but mobile payments are gaining ground, especially among younger shoppers. 

‍Read the full report here.

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