Cross-Border checkout is broken - and it could costing you more than you think.

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For an ecommerce merchant, an abandoned cart feels worse than being stood up on a date.

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But in all seriousness, cart abandonment is a major challenge for ecommerce brands, but it’s even worse for cross-border sales. While the average cart abandonment rate is already over 70%, it’s even higher for international transactions due to unexpected fees, slow shipping, and complicated checkouts. 

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Every abandoned cart means lost revenue… and in global ecommerce, the stakes are even higher.

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The good news? Most of these issues are fixable. By optimizing pricing transparency, checkout experience, payment methods, and logistics, you can dramatically reduce cart abandonment and convert more global visitors into paying customers.

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Let’s analyze each reason for cart abandonment and how to fix it.

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1. Hidden Duties & Shipping Fees Drive Cart Abandonment

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Unexpected fees at checkout are the biggest reason shoppers abandon their carts. International customers, in particular, are deterred by duties, taxes, and high shipping costs that only appear at the final step.

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Why This Happens

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Customers get frustrated when they reach the checkout page only to find extra costs—import duties, taxes, high shipping fees—that weren’t visible earlier. 56% of shoppers abandon carts due to unexpected costs. 

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How to Fix It

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• Use upfront duty & tax calculations – Show landed costs so customers know exactly what they’ll pay.
• Offer prepaid duties (DDP shipping) – Reduce friction by covering duties upfront.
• Localize shipping options – Provide regional carrier choices for cost-effective delivery.

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Example: Bloom Nutrition, a US based supplements company, doubled down on cart abandonment in the UK market localized pricing. The result? A 40% improvement in conversions.

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2. Complicated Checkout Kills Conversions

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A lengthy or confusing checkout process causes shoppers to give up before completing their purchase. This is especially true for international buyers who may face additional form fields and security checks.

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Why This Happens

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A slow, multi-step checkout process creates frustration—especially for global customers. Forms that require too much manual input, confusing address fields, or forced account creation lead to high abandonment rates.

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How to Fix It

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• Enable one-page checkout – Minimize friction with a fast, streamlined process.
• Allow guest checkout – Don’t force account creation.
• Auto-fill addresses – Use AI and geolocation to speed up form completion.

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Example: Not even the mighty Nike has been able to escape the downsides of multi-step checkouts. Recognizing that mandatory account creation can deter purchases, Nike offers a guest checkout option, streamlining the process and reducing potential abandonment.

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3. Lack of Local Payment Options Blocks Sales

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Shoppers prefer to pay with familiar methods, and offering the wrong ones can dramatically reduce conversions, especially in global markets.

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Why This Happens

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Global customers expect region-specific payment options like Alipay in China, Klarna in Germany, and Paytm in India. If these aren’t available, they’re more likely to abandon their carts.

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How to Fix It

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• Offer local payment methods – Integrate popular region-specific options.
• Display payment choices early – Show accepted methods before checkout.
• Enable Buy Now, Pay Later (BNPL) options – Increase affordability for international buyers.

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Example: Abercrombie & Fitch Co., the well-known U.S.-based e-commerce retailer, has integrated Klarna's payment services into its German operations. This collaboration allows customers in Germany to choose flexible payment options, such as paying immediately, later, or over time. 

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4. Slow or Expensive International Shipping Leads to Drop-Offs

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Customers expect fast and affordable delivery. If shipping is slow or too costly, they’ll abandon their carts in favor of competitors with better logistics.

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Why This Happens

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Many brands rely on domestic fulfillment for international orders, leading to long delivery times and expensive shipping. Customers expect faster and cheaper options, especially with major marketplaces setting high standards.

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How to Fix It

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• Use regional warehouses – Reduce delivery times by storing inventory closer to customers.
• Offer multiple shipping speeds – Give customers options between economy and express.
• Partner with local carriers – Lower costs by working with country-specific logistics providers.

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Example:

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Bambu Earth, a US based skincare brand, has been able to cut international shipping costs by 70% by ensuring all the above criteria are met.

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5. Unclear Return Policies Create Purchase Anxiety

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Cross-border shoppers hesitate to complete purchases if return policies are unclear or complicated. A lack of confidence in returns can drastically lower conversions.

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Why This Happens

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Cross-border returns are often expensive and complicated. If customers don’t understand how returns work or if they fear they’ll lose money on an unreturnable item, they won’t complete the purchase.

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How to Fix It

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• Make return policies clear & easy to find – Display policies on product pages and checkout.
• Offer local return hubs – Reduce costs for both you and your customers.
• Provide prepaid return labels – Boost trust and conversion rates.

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Example: Obvi, a fast-growing US based wellness brand, has been able to scale its global sales from <10% to 30% of total revenue in just one year, of which a major contributor was its ability to offer up faster, cost-effective international returns via local return hubs.

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6. Poor Localization Creates Friction in the Buying Process

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For international customers, seeing an unfamiliar language or currency can be enough to stop them from completing a purchase.

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Why This Happens

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Many brands don’t fully localize their shopping experience. A shopper in Japan might see prices in USD, English-only product descriptions, and no local sizing guide, making them hesitate.

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How to Fix It

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• Display prices in local currencies – Prevent confusion by auto-converting based on the shopper’s location.

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• Offer multi-language support – Translate product descriptions and checkout pages.
• Use localized size charts – Reduce uncertainty around fit and returns.

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Example: 

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Lumin, a US based men’s skin care brand, managed to get 52% of their revenue purely from international markets. One of the critical contributing factors was implementing multilingual support on their website (powered by OpenBorder).

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Cart Abandonment in Cross-Border Ecommerce: A Challenge that Can Be Turned Into An Opportunity

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Instead of thinking of cart abandonment as a problem to fix, you can look at it as an opportunity to get ahead in cross-border ecommerce. It’s the logical next step.

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Because, ultimately it boils down to removing friction at every stage:

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✅ Show all costs upfront – No surprise duties, taxes, or fees.
✅ Make checkout fast & frictionless – One-page, auto-fill, and guest checkout.
✅ Offer the right payment options – Include region-specific methods.
✅ Improve international shipping – Faster, cheaper, and with local partners.
✅ Simplify returns – Clear policies, local hubs, and prepaid labels.

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Luckily, you can check all these boxes when you partner with OpenBorder. Talk to us today.

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