Published: February 20, 2019
Reading time:  minute read
Written by: Forter Team


During peak shopping periods, providing customers with a seamless shopping experience is essential. Forter surveyed 2,000 Americans and found that most of us will start to experience second thoughts about buying items in our shopping cart after just 22 seconds. Whether or not shoppers actually make a purchase may heavily depend on how long the online checkout process takes.

“It is imperative for merchants to provide a friction-free shopping experience if they want customers to purchase products on their site. Although requiring shoppers to re-enter information is often intended to protect them from fraud,  it also makes online retailers less competitive,” says Forter CEO, Michael Reitblat

Half of Americans agree they’re less likely to buy something online if the entire checkout process takes longer than half a minute. The average customer will wait just ten seconds for their credit card to be verified, and one in three have clicked out of purchasing their item when having to re-enter their credit card info. In an age of instant gratification, the average American says they’ll start to doubt their purchase if they have to click just four different buttons when checking out.

“Shoppers expect instant gratification. That’s why being able to confirm the trustworthiness of a customer automatically without making them jump through hoops, is essential for e-commerce merchants looking to beat out the competition during the holiday season,” says Reitblat.

Check out our infographic below to uncover more results from the survey.



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