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Online Shopping Cart Deserters Come Back

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A study by security firm McAfee has found that 65% of online shoppers wait a day or more to fully convert on a purchase.

The study, Digital Window Shopping: The Long Journey to Buy, reviewed 163 million online transactions. Released September 17, it observed that this behavior — generally characterized as shopping cart abandonment — may simply be characteristic of a cautious shopper.

“The good news is that those shoppers who you thought were disappearing may not be gone, they may just be delaying,” said Research Analyst Shane Keats of McAfee.

In April, a PayPal/comScore study found that 21% of buyers said they decided not to shop at a given site because of security concerns.

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