What is Checkout abandonment?

Checkout abandonment is the last and most expensive drop-off, because you have already paid for the click and earned the intent. At a premium price point it is also where hesitation naturally clusters — the moment the customer has to decide whether the thing is genuinely worth it.

Diagnose it before you treat it. Separate genuine abandonment from payment failure, because in India a real share of lost checkouts are transactions that were attempted and did not go through. Those are fixed with better payment coverage and retry handling, not with persuasion.

For the rest, the usual causes are unwelcome surprises: a shipping charge that appears only at the final step, a delivery estimate that is vague or too far out, a forced account creation, or too many form fields on a phone. Each is fixable without touching the ad account. The instinct to reach for a discount code should be resisted — it recovers some orders now and teaches your most price-sensitive customers that abandoning is how you get a deal.