Your 2026 D2C Calendar mapped day by day - Powered by real data from India’s biggest D2C shopping network
Your 2026 D2C Calendar mapped day by day - Powered by real data from India’s biggest D2C shopping network
Your 2026 D2C Calendar mapped day by day - Powered by real data from India’s biggest D2C shopping network
Your 2026 D2C Calendar mapped day by day - Powered by real data from India’s biggest D2C shopping network
Kwik Checkout
Now Slash Cart Abandonments With GoKwik's One-click Checkout
20 Mar 2026
07 Min Read
Atul leads marketing at GoKwik, championing D2C brand building, growth strategies, scalable GTM for e-commerce, and data-driven customer acquisition. A former Amazon leader and IIFT MBA alumnus based in Bengaluru, he brings 15+ years scaling business across e-commerce, and fintech.
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In the ever-evolving Indian eCommerce landscape, the battle against cart abandonment is a pressing concern for all online retailers, be it small or big enterprise brands. The digital shopping experience has transformed the way consumers interact with brands. But with this shift comes the challenge of overcoming hurdles that can hinder successful transactions and help brands clock high revenues. One of the most significant roadblocks is the phenomenon of cart abandonment.
In this blog, our primary objective is to
- Find reasons behind high cart abandonment rate in the India eCommerce industry
- Explore how innovative solutions like one-click checkout can serve as a game-changer for eCommerce brands
- Streamline this pressing concern, boost conversions, and enhance user experience
But before that, let’s start with the basics.
What Is Cart Abandonment?
Cart Abandonment Meaning:
Cart abandonment refers to a situation when a shopper adds products to their online shopping cart but does not complete the purchase for any unknown reason. Today, this has become a common and pervasive issue among Indian eCommerce brands, affecting their bottom line and impeding growth.
Many studies show that the average cart abandonment rate hovers around 70%, showcasing an urgency for eCommerce brands to find an approach that helps tackle this challenge head-on. GoKwik, a leading eCommerce enablement company has cracked this code by developing a seamless one-click checkout process. But, more on it later.
Cart Abandonment Rate:
Cart abandonment rate refers to a phenomenon to measure the percentage of online shoppers who started the online purchase process cart but did not convert into paying customers.
Cart Abandonment Rate Formula:
In an ideal scenario, cart abandonment rate is calculated by dividing the number of abandoned carts by the total number of initiated carts, and multiplying the result by 100.
Cart abandonment rate formula is as follows:
Cart Abandonment Rate = (Number of Carts Created / Number of Carts Abandoned) ×100
To break it down:
1. Number of Carts Abandoned: This is the total number of shopping carts that users have abandoned before completing the purchase.
1. Number of Carts Abandoned: This is the total number of shopping carts that users have abandoned before completing the purchase.
2. Number of Carts Created: This represents the total number of shopping carts initiated or created during a specific time period.
3. Calculation: Divide the number of abandoned carts by the total number of carts created, then multiply by 100 to express the result as a percentage.
This metric is crucial for eCommerce businesses to assess the effectiveness of their checkout process and identify areas for improvement. A lower cart abandonment rate generally indicates that a brand has an optimised and user-friendly checkout process making shopping experience an easy breeze for shoppers.
Why Is Shopping Cart Abandonment A Problem For eCommerce Brands?
The problem of cart abandonment not only impacts the revenue of an eCommerce brand but also hinders the brand’s relations with its customers and its overall business performance. Here are some key reasons why shopping cart abandonment is a problem for eCommerce brands:
1. Lost Revenue
One of the most significant impacts of cart abandonment is the loss of potential revenue. When customers abandon their shopping carts, a brand is unable to realise its potential sales. To give you an example, if a customer adds products worth INR 1000/- to their cart but abandons it, the eCommerce brand loses the opportunity to make that INR 1000/- sale.
2. Decreased Conversion Rates
High cart abandonment rates directly impact the overall conversion rates of a business. A lower conversion rate indicates that a smaller percentage of online shoppers are completing their purchases and contributing to business conversion rate.
For instance, if an eCommerce brand’s website is visited by 100 visitors per day and only about 20 of them make a purchase, then the brand’s conversion rate sits at 10%. Meanwhile, if 50 of them abandon their carts, then the conversion rate will drop to only 5%.
3. Increased Customer Acquisition Costs
This is quite an imperative problem to explain. An eCommerce brand invests time and money in acquiring a new customer. However, if this customer abandons the cart, the cost of acquiring the new customer goes into vain.
To give you an example, a brand spends INR 200/- on acquiring a new customer via its marketing efforts. However, this customer visits the site, adds items to the cart but abandons it after some time. Now the brand has to again make efforts to bring that customer back to the website in an anticipation to make them convert into a paying customer. This is what defines high customer acquisition cost.
4. Competitive Disadvantage
In a competitive eCommerce landscape like India’s, customers have numerous alternatives at hand. They’re free to hop from one eCommerce brand to another and buy items of their choice. However, brands lose customers to competition and witness a high cart abandonment rate.
After doing much cart abandonment analysis, folks at GoKwik realised that a process like one-click checkout is one of the most effective ways to reduce high cart abandonment rate. One-click checkout not only helps minimise the risk of high and frequent cart abandonment, but improves conversion rate, and ultimately enhances the profitability of an online store.
One-Click Checkout: The Solution To Reduce High Cart Abandonments
One-click checkout refers to a process wherein a customer is able to complete the entire checkout process with just a single click. Ideally, it eliminates the need for multiple steps generally seen in a traditional checkout process and makes shopping a frictionless experience for shoppers.
GoKwik is one of the few one-click checkout companies to offer such a streamlined process to eCommerce brands in India and help them unlock 10X growth.
But, how does GoKwik’s one-click checkout reduce cart abandonments?
Having about 1000+ brands in its arena, GoKwik has done a thorough research in this arena and found friction points that aid in high cart abandonment rate. GoKwik has eliminated or added quick fixes at these identified points to offer a one-click checkout experience to all the shoppers.
Before explaining how GoKwik’s one-click checkout works, let’s touch base on these areas of friction.
1. Login Process / Creating An Account - This is the very step where a lot of cart abandonment happens. To streamline this step, GoKwik gives shoppers two ways to login.
- Single-sign-on (SSO) Login - Here, a shopper can quickly login/create an account on an eCommerce brand’s website via OTP login. Meanwhile, once logged in to the website, they do not need to login again when they return to the brand’s site.
- Login via Truecaller - As the name suggests, shoppers can also leverage Trucaller’s login mechanism to login to a platform within 5 seconds.
2. Address Pre-fill - Here, the address stage is where consumers spend maximum time filling information. And, as a result, as many as 18% of people abandon carts because of this very reason. To break the chain, GoKwik, via its data of 100 million shoppers, automatically detects and fills this information, giving customers the ease of mind.
3. Discount Integration On Checkout Window - Another reason why people abandon carts is because either they did not find a coupon code or exited the checkout process to find one on the website. GoKwik solves this problem by showing discounts on the checkout window itself. Shoppers can find all the coupons at one place, select as per choice, and move to the payment stage instantly.
4. Order Information And Cart Breakdown - Last but not least, GoKwik also solves issues like unavailability of complete order information on the checkout window including shipping cost, taxes, cart breakup, etc. When shopping on any of GoKwik’s partner merchant’s websites, a shopper can find all the necessary order details on the same checkout window and do not need to go back and forth.
GoKwik, via its effective and efficient solutions at various steps, has reduced the time to checkout to almost 120 seconds and just a click away.
Here’s a video that demonstrates GoKwik’s entire one-click checkout process in the easiest manner. Take a look.
Conclusion
In the dynamic world of eCommerce, the battle against cart abandonment requires innovative solutions that prioritise user experience. One-click checkout by GoKwik has emerged as a powerful tool for online retailers, offering a swift and convenient transaction process that addresses the root causes of cart abandonment.
By embracing this streamlined approach, eCommerce brands can not only reduce cart abandonment rates but also cultivate customer loyalty and drive sustained growth in an increasingly competitive marketplace.
AUTHOR
Atul Bansal
Head of Marketing
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