Avoiding Black Friday’s dreaded abandoned cart

As Black Friday draws near, shoppers around South Africa are preparing for a frenzy of online deals.

However, a significant number of these potential transactions could end up as missed opportunities due to abandoned shopping carts, a recurring challenge for e-commerce businesses, especially small and medium enterprises (SMEs).

According to the recent FedEx 2025 E-Commerce Trends Report, a staggering 85.15% of South African online shoppers abandon their carts, often due to the sheer inconvenience encountered during the checkout process.

Nelson Teixeira, managing director of operations for Sub-Saharan Africa at FedEx, elaborates on this trend, stating, “This rising expectation has made cart abandonment a significant challenge for e-tailers.” With over 97% of U.S. customers having abandoned a purchase for similar reasons, the global landscape mirrors South Africa's woes.

Understanding the problem

In a fiercely competitive e-commerce landscape like South Africa’s, the primary culprits behind cart abandonment are inconvenient payment methods and long delivery times.

Shoppers expect a seamless and rapid purchasing experience. When confronted with complicated payment processes or limited delivery options at the checkout, many abandon their carts without a second thought.

The stakes are even higher during peak sales events, such as Black Friday and Cyber Monday, when browsing is abundant but customer patience is at a low.

To counteract these obstacles and convert casual browsers into loyal customers, Teixeira shares three effective strategies for South African e-tailers.

1. Simplify the checkout process

The intricacies of the checkout experience frequently drive customers away.

Compulsory account registrations, repeated entry of personal details, and convoluted payment paths can all lead to higher drop-off rates. Streamlining the checkout process can produce immediate improvements.

• Offer a guest checkout option.
• Utilise auto-fill technologies to speed up data entry.
• Minimise the steps required to complete the purchase.

With more than 70% of South African online purchases occurring via smartphones, ensuring mobile optimisation is vital.

A slow website or non-mobile-friendly payment interface could see businesses losing customers before they even reach the checkout stage.

2. Offer flexible and convenient payment options

A smooth checkout experience can still hit a dead end if customers are unable to pay comfortably.

Payment preferences vary widely; some customers favour traditional methods, while others lean towards instant digital solutions. Teixeira advises e-tailers to provide a diverse range of payment options:

• Credit and debit cards
• Mobile wallets
• Instant EFTs

Furthermore, transparency is critical. Unexpected fees during checkout, such as hidden charges for shipping or taxes, can quickly deter customers.

Businesses should clearly communicate total costs and expected delivery times before customers reach the payment stage.

3. Partner with a reliable delivery provider

Finally, delivery quality can make or break a purchase decision. Long delivery times, poor tracking, and missed deliveries can erode customer trust, ultimately increasing cart abandonment rates.

Teixeira emphasises the importance of partnering with a reliable delivery provider, stating, “When customers know their parcels will arrive on time, they’re far more likely to complete their purchase.”

Utilising tools like FedEx Delivery Manager can further augment the customer experience, offering flexible delivery options and real-time tracking that enhances loyalty.

By collaborating with an established logistics provider, SMEs can replicate the level of convenience and reliability offered by larger competitors. “That builds trust, and trust drives repeat sales,” concludes Teixeira.

BUSINESS REPORT