The real cause of frequent basket or cart abandonment isn’t poor email marketing. It is information overload, judging by The Empowered Consumer, a study by Accenture.

Of the consumers polled, 74% abandoned purchases in the retail, travel, and consumer goods industries in the last three months of 2023. They felt bombarded by advertising (75%) and inundated by too much choice (73%).

Moreover, 41% say it has become more difficult to make a purchase decision than it was three years ago, while 30% see no change. Only 29% say it takes less time and effort. 

Specifically, 72% say they are confused by the different terminology or metrics used to explain features or benefits. And 76% struggle to determine whether a product will deliver on its promises. 

It depends on the generation. GenZ is most likely to abandon carts at 80%, versus 68% for Gen X and 53% for Baby Boomers. 

Artificial intelligence (AI) might help, as 51% of consumers are open to using it. 

Indeed, “consumers are telling us they will use conversational gen AI solutions to help them research and buy products and experiences, and these tools will cut through the traditional sales and marketing messaging that, to date, has been the dominant shaper of consumption,” says Oliver Wright, senior managing director and global lead for Accenture’s Consumer Goods & Services industry practice.”

Wright adds: “This will likely be the biggest opportunity to gain or lose market share that consumer companies have seen in recent memory."

Accenture surveyed 19,000 consumers across 12 countries.