Top APAC e-commerce sites have at least five checkout errors

Some consumers abandon purchases due to the long checkout process.

Almost all or 95% of top e-commerce websites across the Asia Pacific region had five or more basic errors on their checkout pages, with customers abandoning their selected items due to long process, according to technology firm Stripe.

Stripe said that consumers in the Asia Pacific region expect a fast and mobile optimised payment with 34% saying they would abandon a purchase if it took more than two minutes to check out.

Merchants, meanwhile, fail to meet this with 53% of consumers saying that it takes more than three minutes to complete a purchase, with 24% of online shoppers in the past year abandoning a purchase because of a long checkout process. 

“With 90% of all online shopping carts being abandoned, fixing basic checkout page errors, and removing all possible friction in the transaction process can yield big upticks in sales, especially as more commerce moves online,” Stripe said. 

Stripe said some of the most common errors include not offering a numerical keypad for entering card numbers on mobile devices, not supporting digital wallets, such as Apple Pay and Google Play, and allowing transactions to be submitted with incorrect card numbers or expiry dates. 

Other issues cited include poor practices for a subscription, such as checkouts not offering free trials; not offering reusable payment methods, like wallets or direct debits; and not letting customers enter a coupon code directly on the checkout page. 

There were also security concerns with 10% saying they have abandoned a website that did not seem secure. Some issues cited were checkout not allowing customers to create an account connection to social media profiles, not offering guest checkout experience, and not displaying an order summary.

A total of 13% of consumers abandoned a purchase due to the non-availability of their preferred payment method.

Strip reviewed the 500 top-e-commerce websites across Australia, New Zealand, Japan, Singapore, and Malaysia.