Top 10 Ecommerce Shopping Cart Mistakes That Kill Conversions on Your Fashion Marketplace (And How StoreHippo Fixes Them)

Your ecommerce shopping cart isn’t just a final stop before checkout—it’s a critical moment that decides whether your customers complete their purchase or abandon it altogether. 

In the fast-paced world of fashion ecommerce, even a minor inconvenience in the cart can send potential buyers elsewhere.

From complicated checkout processes to hidden costs and limited payment options, there are several mistakes that can derail conversions. 

Customers on your fashion marketplace expect a seamless, frictionless experience. 

And when your shopping cart doesn’t meet their expectations, they won’t hesitate to leave.

But here’s the good news: These common mistakes are avoidable. 

Want to know what’s holding your conversions back and how to fix it? 

Fix Your Ecommerce Shopping Cart - Why and How

By optimizing your shopping cart for speed, simplicity, and convenience, you can significantly reduce drop-offs and increase sales. A well-optimized cart isn’t just about completing a sale—it’s about creating a frictionless shopping journey that keeps customers coming back.

And with the right approach, you can turn your shopping cart into a conversion powerhouse rather than a roadblock.

Add a connecting line

Let’s first look at some shopping cart trends:

• 70.19% of all online shopping carts are abandoned by shoppers in 2024
• 43% of consumers prefer guest checkout 
• 45% increase in conversion rates for online stores with a guest checkout option 
• 30% higher conversion rate for ecommerce shopping carts with multiple payment options

Source: Statista, McKinsey

Shopping cart can make or break your fashion marketplace. Slight mistake in your shopping cart design can kill your conversions, however, with the right strategies and features, you can turn lost sales into profits. 

Wonder how?

By optimizing your ecommerce shopping cart, you can create a seamless, user-friendly shopping experience for your buyers, that boosts conversions, maximizes revenue, and fosters long-term customer loyalty. 

Keep reading to find more.

Top 10 Ecommerce Shopping Cart Mistakes That Kill Conversions on Your Fashion Marketplace (And How StoreHippo Fixes Them)

Even the most stylish and well-curated fashion marketplace can struggle with conversions if the shopping cart isn’t optimized. A flawed shopping cart experience can drive customers away, irrespective of the best fashion products. You need a seamless, intuitive cart experience to keep shoppers engaged and reduce drop-offs.    

Infographic: 10 Ecommerce Shopping Cart Mistakes That Kill Conversions And How To Fix Them 

Let’s explore the top 10 cart mistakes and how StoreHippo fixes them:

1. Poor Mobile Shopping Experience

A cluttered, slow, or unoptimized mobile cart can frustrate mobile shoppers. With mobile commerce dominating online shopping, a poorly designed ecommerce shopping cart can significantly hurt conversions. If the cart is slow, or doesn’t fit well on different mobiles with different, customers may abandon their purchases out of frustration. Key elements of a mobile-friendly cart include a clean layout, large tappable buttons, clear product details, etc. A non-optimized mobile cart impacts not just conversions but also brand trust, as customers may perceive the platform as outdated or unreliable. 

StoreHippo’s marketplace software is built on a mobile-first technology that helps build Android and iOS apps from your admin dashboard with no coding and at zero additional costs. Customers on your fashion marketplace app can shop on the go. You can also create multiple mobile apps for different sub-stores and different users like admins, vendors, delivery boys, etc. to handle business on the go. Also, the online stores built by StoreHippo are PWA stores that look, feel, and work like mobile apps even on entry-level devices with poor internet connectivity. 

2. Lack of Auto-Saved Cart Across Devices

In today’s multi-device world, customers browse on one device and complete their purchases on another. If your shopping cart doesn’t save progress across devices, shoppers might abandon their purchase entirely. Without cart synchronization on your marketplace app, customers need to re-add products on every visit, which can be frustrating and discouraging, ultimately leading to a loss of sales. Hence an auto-save cart functionality becomes a must. It ensures that a shopper’s selections remain intact, reducing friction and making it easy for them to continue their buying journey across multiple devices.

StoreHippo’s shopping cart software is designed to work seamlessly across devices, ensuring that customers can access their cart from any device. StoreHippo marketplace software automatically syncs the cart in real time, allowing users to switch between devices without losing their selected products. Whether a customer logs in from a mobile, tablet, or desktop, their cart remains updated. This auto-save across device feature helps you minimize cart abandonment and boost conversions. 

3. Poor Navigation To Shopping Cart 

A smooth shopping journey can turn casual browsers into buyers, but poor cart navigation can quickly disrupt this flow. If customers struggle to find or access their ecommerce shopping cart, they may abandon their purchase altogether. One of the biggest issues is when the shopping cart is not clearly visible at all times. Additionally, if the cart does not update in real-time—showing newly added items instantly—customers may feel unsure if their selections were saved. A smooth navigation becomes a must for a conversion-oriented marketplace.

StoreHippo offers easy navigation and fast loading page speed to help you offer a seamless shopping experience to your customers. Your buyers can fluidly move back and forth the website. StoreHippo also helps you give your customers easy access to all the pages, collections, and fashion products/accessories within your online store by linking each page in a central place. You can also change the theme of your fashion marketplace and place the main navigation in the main menu. 

4. No Personalization in Cart 

In a competitive fashion marketplace, generic shopping cart experiences can result in lost revenue. A cart that merely serves as a static order summary—without upsell recommendations, discounts, or retargeting efforts—can significantly reduce customer lifetime value. Today’s online shoppers expect personalized interactions in their ecommerce shopping carts based on their browsing behavior, purchase history, and preferences.You can recover your abandoned carts by reminding your shoppers about pending purchases or offering an incentive to complete their orders. 

StoreHippo empowers your fashion marketplaces with personalization to enhance your shopping cart experience. You can send personalized emails, SMS, and push notifications to your customers and recover abandoned carts. StoreHippo enables smart product recommendations within the cart, suggesting complementary fashion items or higher-value alternatives. Such recommendations boost order value and help you cross-sell with ease. You can also integrate upsell features into your shopping cart with StoreHippo marketplace software. By creating an engaging and relevant cart experience, StoreHippo helps you keep your cash counter ringing. 

5. Poor Cart Designs

A poorly designed shopping cart can be a major roadblock in converting shoppers into buyers. If the cart is cluttered, difficult to navigate, or lacks key features, customers may feel frustrated and abandon their purchase. In a fashion marketplace, where visual appeal and user experience play a huge role, lack of clear call-to-action (CTA) buttons or an unresponsive design can significantly impact conversions. Similarly, if important details like product names, sizes, colors, and return policies are missing, customers might hesitate to finalize their order. To keep the conversion rates soaring high, you need to design a cart that converts and brings your customers back for more. 

StoreHippo comes with a rich design themes library to help you play around and create professional-looking designs for your fashion brand. StoreHippo marketplace software comes with an easy drag-and-drop tool that allows you to create the most engaging designs without the need for any coding. You can also mix and match different design elements to create a customized design for your marketplace and shopping cart.  StoreHippo marketplace solutions also provide faceted search and advanced fashion related filters to help your customers narrow down their search to exact matches, making their shopping experience seamless.

6. Limited Payment Options

Fashion shoppers expect multiple payment options, from credit/debit cards to digital wallets. Restricting payment choices forces customers to reconsider their purchase or look for an alternative platform with more flexible payment solutions. The lack of familiar and convenient payment methods increases cart abandonment. While some shoppers prefer credit cards, others opt for digital wallets, UPI, or cash on delivery. Offering a variety of choices in your ecommerce shopping cart not only enhances convenience and builds trust, but also increases the likelihood of completing a purchase. 

StoreHippo helps you retain customers on your fashion marketplace by creating a smooth and frictionless payment process. You can seamlessly integrate with multiple payment options from StoreHippo’s 60+ domestic and international payment gateways. Your customers can choose to pay in their preferred payment mode like credit/debit cards, net banking, UPI, e-wallets, or international payment solutions. You can also offer personalized payment gateways to your customers based on their location and support transactions in multiple currencies for global customers. This flexibility ensures that your marketplace app customers can choose their preferred payment method, reducing friction at checkout and improving conversion rates on your fashion marketplace.

7. Complicated Checkout Process

A lengthy or confusing checkout process often leads to abandoned carts. When customers are required to fill out multiple forms, create accounts, or navigate through multiple pages, they are more likely to exit before completing their purchase. A cluttered, multi-step checkout flow is one of the biggest mistakes that leads to lost sales on your fashion marketplace. A Guest checkout option allows customers on your online marketplace to complete their purchase without registration, streamlining the buying process and encouraging faster transactions on your fashion marketplace. 

With StoreHippo solutions, you can tailor the checkout experience, catering to both guest and registered users for a seamless purchase journey. StoreHippo allows you to configure custom checkout flows that suit your fashion brand’s needs, from adding specific payment gateways to streamlining steps for faster transactions. Additionally, StoreHippo supports multilingual and multi-currency options, making it easy for your global customers to checkout on your marketplace. 

8. Hidden or Unexpected Costs at Checkout

Nothing frustrates online shoppers more than seeing a sudden spike in the total amount at checkout due to hidden charges. When customers add products to their ecommerce shopping cart, they expect transparency in pricing. Many shoppers abandon their purchase when the final price differs significantly from what they initially expected. Lack of price clarity not only increases bounce rates but also damages brand credibility, leading to lower customer retention.

StoreHippo offers transparent pricing by displaying shipping charges, taxes, and any additional costs upfront. This transparency builds trust and ensures that customers complete their purchases without second-guessing their decisions. StoreHippo’s multi-tier pricing structure also helps you customize prices based on your customer segments, helping B2B and B2C buyers see relevant pricing without confusion. You can also enable discounted or free shipping strategies to incentivize bulk orders, reducing customer hesitation at checkout.

9. Lack of Trust Signals in the Cart

Trust is a critical factor in the ecommerce shopping world. Customers need assurance about payment security, product authenticity, and return policies. If your ecommerce shopping cart lacks visible trust signals—such as security badges, customer reviews, return guarantees, and clear policies—shoppers may abandon their purchases out of fear of fraud or hidden conditions. Many online shoppers hesitate to enter their payment details if they don’t see SSL certification, secure payment icons, or well-known payment providers at checkout. 

StoreHippo ecommerce platform is a PCI-DSS-compliant platform that builds secure sites with unmatched data security. StoreHippo’s inherent multi-level security, one-way data encryption, authentication etc. ensure your customers’ and business data is safe. You can maintain a secure network for transactions for multiple user segments like your customers, vendors, distributors, affiliate partners, etc.on your fashion marketplace. Compliance with PCI DSS standards helps you minimize the security risks of a data breach and helps build customer trust and brand reputation. StoreHippo marketplace builder also offers free SSL for your business in just a few clicks directly from your admin panel. 

10. No Easy Cart Editing Options

Imagine a shopper browsing your fashion marketplace, excitedly adding items to their ecommerce shopping cart. Just before checkout, they realize they need a different size, want to remove an item, or adjust the quantity. If your shopping cart doesn’t allow quick and easy edits, they might get frustrated and leave rather than go through the hassle of re-adding products from scratch. A rigid cart ecommerce shopping cart experience forces customers to return to product pages, search for the right variations, and start over—adding unnecessary steps to the buying journey. This friction increases the chances of cart abandonment, especially in the fast-moving fashion industry, where impulse purchases and last-minute changes are common. 

StoreHippo’s marketplace software offers an intuitive, user-friendly shopping cart with seamless editing options. Customers can modify their selections directly within the cart without navigating back to product pages. The cart updates in real-time, reflecting changes instantly, whether it’s adjusting quantities, selecting different sizes, or removing unwanted items.

Conclusion

Your ecommerce shopping cart plays a crucial role in determining whether your marketplace thrives or struggles with conversions. By eliminating common shopping cart mistakes, you can turn lost sales into profits and build a thriving fashion marketplace that customers love to shop from. 

StoreHippo is a 360-degree robust ecommerce platform that helps reach a wider audience by creating a seamless cart for your customers. Built on MACH architecture, StoreHippo gives inherent flexibility and scalability to build tailor-made solutions for the unique needs of your business. StoreHippo marketplace software empowers you with cutting-edge features to enhance conversions. With StoreHippo’s 300+ built in tools and features, you can build next-gen fashion marketplaces by offering an engaging and conversion-oriented shopping cart.

Ready to upgrade your ecommerce shopping cart experience? Explore StoreHippo features by starting your own 14-day free trial now.