As the trend of online shopping continues to overtake face-to-face spending, research shows we are still leaving £3.4bn worth of goods in our virtual baskets.
In the UK, two thirds of the contents in all online shopping baskets are left abandoned.
A Barclays poll of over 2,000 adults and 300 retail managers found that a third of customers start browsing on their mobiles, then switch to their laptops to complete the purchase.
Barclays says that during this switch, it is a lack of price reductions and/or incentives that leads shoppers to change their minds about going ahead with the purchase.
Just under a half of shoppers have chosen to wait for a better deal and 56% are persuaded by the offer of free delivery.
Online shopping is not just a playground for millennials. Most of the e-commerce market is being conquered by adults aged 45-54 as the survey finds they spend over 100 hours a week shopping online.
This is compared to a national average of 89 hours. Ian Gilmartin, head of retail at Barclays Corporate Banking, said: “This research shows that a streamlined mobile offering, flexible delivery and competitive pricing can help convert more browsers to buyers.”
Figures released by the Office for National Statistics show online sales increased year-on-year by 15.1%, accounting for nearly 16% of all retail spending.
Last month Cable.co.uk reported on security concerns being one of the main turn offs for finishing a purchase online.
A survey by Visa UK found 76% of brits are wary about sharing personal information to an unfamiliar site with 59% saying that having to go through additional payment steps put them off.
Kevin Jenkins, managing director of Visa UK and Ireland, said: “E-commerce registered a 6.5% increase in August against a 2.6% drop for Face-to-Face expenditure.
“This continues the trend of e-commerce spending growing at a much faster rate than face-to-face spending which has been evident in virtually every month since the beginning of 2013.
“If we look at different sectors, spending on clothing was down in August, albeit at a slower rate than in July, despite a much hoped for back-to-school boost."
He said spend on transport and communications fell but that the "experience economy" saw some success thanks to a rise in staycations.
“There was also evidence of the ‘lipstick effect’, which consumers spending more on small treats such as jewellery, beauty products and trips to hair salons, reflected in a 10.1% increase in the miscellaneous category,” he added.