Online Shopping: Login Processes Combat Cart Abandonment

Most consumers visit a website without signing up or making a purchase, whether that’s buying a pair of jeans, subscribing to a newsletter, or booking a flight. Shopper behaviour teams across industries have been investigating this issue, called cart abandonment, for decades.

Now, as lockdown restrictions ease, brands are looking for fresh ideas to attract and convert customers across channels.

To help uncover why people abandon carts and login boxes, and what online businesses can do about it, the identity management experts at Auth0 are releasing the third in a series of international surveys. The research, commissioned by Auth0 working with YouGov, asked more than 1,200 business leaders and 8,000 consumers around the world (including 200 and 1000 respectively in Singapore) about their expectations for login and sign-up experiences.

Falling short of consumer expectations

The survey found more than half of APAC consumers (55%) are frustrated by long login and sign-up forms, compared to 49% globally. However, one in three APAC businesses surveyed (34%) estimate that it takes potential customers between 1 and 5 minutes to sign up for their app – and more than one in five (24%) say the login process for returning customers takes more than one minute.

Survey data previously released by Auth0 reveals that almost 9 in 10 APAC consumers (89%) admit to reusing passwords for more than one account, and that their main frustrations with the sign-up process for new apps are password-related. Consumers want alternatives to passwords, including biometrics and passwordless authentication. However most businesses fall short of consumer expectations for these login experiences.

Poor login experiences cost more than reputation

According to the survey, almost 9 in 10 APAC organisations (87%) admit that potential customers abandon their cart or sign-up process, compared to 85% globally. More than six in ten (63%) attribute these abandonments to sign-up processes and about half (51%) attribute them to the login processes.

However, the research shows that more than 8 in 10 APAC consumers (84%) abandon their shopping cart or registration attempt due to a complex login process.

Around the world, Australian (86%), together with Singaporean (89%), French (86%), and British (85%) consumers are more likely than those living in Germany (78%) and Japan (76%) to abandon their cart or sign up to online content if the login process is too arduous.

Organisations from Asia-Pacific countries are much more likely than their European counterparts to attribute cart abandonment to sign-up processes (Australian 66%, Japanese 63%, and Singaporean 60%, compared to French 49%, British 46%, and German 41%).


‘The Login Experience Customers Want’ study was conducted online by Auth0 and YouGov between 23 February and 1 March 2021. The research consisted of two surveys, questioning more than 8,000 consumers and 1,200 IT and marketing decision makers who work for businesses that offer an app/online service to customers (excluding sole-traders) across six global markets: the UK, France, Germany, Australia, Singapore, and Japan. The data for the consumer study was post-weighted by age, gender and region to reflect the latest population estimates in each market.

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