12/12/25
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10
min
Humanize the mobile experience and build greater loyalty
Cart abandonment is one of the biggest challenges in any eCommerce app. According to the Baymard Institute, the average abandonment rate on mobile exceeds 70%, and in some sectors it can reach 85%. This means that most users who show real intent to purchase ultimately do not complete their purchase. Understanding how to reduce cart abandonment in apps is key to advanced optimization and performance to improve sales and increase mobile conversion.
In this article, we analyze the most common causes of cart abandonment in mobile apps and practical strategies to correct it. We will also look at the success story of Álvaro Moreno, a men's fashion brand that has drastically reduced its abandonment rate thanks to key optimizations in its app.
Although it may seem like impulsive behavior, cart abandonment is usually due to barriers of experience, perception, and performance.
According to Shopify's report, 48% of users abandon their purchases due to additional costs, while 17% do so because of lengthy processes and 13% due to technical issues.
Performance is critical: every additional 100 ms reduces conversion by up to 7%. Ensure:
The process should be as quick and clear as possible. The best apps have checkouts with between two and three steps.
Recommended actions:
A simplified checkout process can increase conversion rates by between 20% and 35%.
In Spain, Bizum already accounts for more than 20% of mobile payments in some categories. Other essentials:
48% abandon due to surprise costs. Solution:
Push notifications have a high impact on apps: their open rate can exceed 20%. Effective strategies:
Microdetails such as animations, tactile feedback, and responsive buttons increase clarity and user confidence.
According to NNGroup, apps with optimized microinteractions reduce abandonment by 17%.
Key elements in mobile user psychology:
55% of abandonments are not permanent: they are postponements. A well-integrated wish list recovers the intention without pressure.
Visual clarity reduces errors and anxiety.
Álvaro Moreno, a Spanish men's fashion brand, optimized its app with the aim of improving final conversion and reducing abandonment.
Thanks to these optimizations, Álvaro Moreno's app has become a particularly effective conversion channel within his digital ecosystem.
Implementing improvements in speed, cost transparency, express payment methods, trust messages, micro-interactions, and recovery push notifications.
The main reasons are complex processes, unexpected costs, lack of adequate payment methods, and performance issues.
Bizum, Apple Pay, Google Pay, and PayPal reduce friction and speed up checkout, increasing mobile conversion.
Abandonment rate, checkout time, payment errors, clicks per step, and cart recovery rate.
Yes, personalized push notifications can recover between 10% and 22% of carts, especially if they include urgency or clear benefits.
Reducing cart abandonment in mobile apps is one of the biggest drivers of growth in e-commerce. Improving speed, simplifying processes, adding express payment methods, and optimizing the visual experience directly increases conversion. Cases such as Álvaro Moreno demonstrate that a well-optimized app not only reduces abandonment but also transforms intent into actual and recurring sales.
