Consumers understand that there are inherent risks when shopping online, and are particularly concerned about shopping at unfamiliar websites.
In hopes of preventing disasters like identity theft, stolen credit card information, and hacked devices, many consumers take care to thoroughly research the sites they shop at, and many find reasons not to complete a purchase. So many, in fact, that the average ecommerce shopping cart abandonment rate is as high as 69.57% according to the Baymard Institute.
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