Baymard reports that 39% of users in its survey abandoned checkout because of extra charges such as shipping, taxes, and fees. The result supports an operational test: reveal the total cost as early as possible and explain how any estimate was calculated.
Cost transparency table
| Risk | Evidence | Improvement to test |
|---|---|---|
| Shipping appears late | Exit after delivery selection | Show a range in cart |
| Tax is unclear | Repeated edits to address | Explain when tax is calculated |
| Fees are unexpected | Support questions about totals | Itemize every charge |
| Free-shipping threshold is hidden | More cart edits near threshold | Show eligibility beside subtotal |
Source: Baymard cart abandonment research, accessed August 10, 2026.
Make the total easy to trust
Show subtotal, delivery, tax estimate, discounts, and total in the cart and checkout summary. Explain any estimate and update it when location or fulfillment changes. Avoid a discount CTA that hides the current total or makes the customer calculate the result.
Track cost-related exits, support contacts, checkout completion, and refund or cancellation reasons. A conversion gain is not useful if it creates fulfillment surprises or margin loss.
Method and limits
Baymard's result reflects its survey and research definitions. It does not predict the share for a particular store. Validate the cause with first-party event data and customer feedback.
Frequently asked questions
Should a store promise exact delivery cost before an address is known?
No. Provide a clearly labeled estimate or ask for only the location information needed to calculate it.
Is free shipping always the best remedy?
Not necessarily. Clarity, fair options, and a reliable delivery promise may matter more than one blanket offer.
Related Research
An evidence-led ecommerce routine can keep cost transparency, content, and SEO improvements in one reviewable queue.
Sources
- Baymard Institute, How to Reduce Cart Abandonment, accessed August 10, 2026: https://baymard.com/learn/reduce-cart-abandonment