Why do shoppers abandon checkout within seconds? Often because the total suddenly jumps. The cart shows one price, then checkout adds shipping and tax and shows a bigger one. The simplest fix is to warn them earlier: add a line in the cart saying shipping and taxes are calculated at checkout.

That’s the change we made for a DTC brand we worked with. Over our time working together, we took the brand from five figures to six figures in revenue, and cleaning up the path from cart to checkout was part of that.

What did we see?

Cart abandonment was high before we made our changes. More telling was how fast it happened: many shoppers left within seconds of reaching checkout. They hadn’t started filling in their details. Something on that first checkout screen was sending them away.

Why does a price jump make shoppers leave?

Because it feels like a surprise, and surprises feel like a trick. The shopper has already decided the product is worth the price in the cart. When checkout shows a higher total once shipping and tax are added, that decision suddenly doesn’t hold, and they start to wonder what else they haven’t been told.

On a phone, leaving takes one tap. Many won’t stop to work out where the extra came from.

What’s the fix?

Tell shoppers before they reach checkout. We added one line to the cart:

Shipping and taxes calculated at checkout.

It sounds like common sense, and it is. But a buyer who’s been told to expect extra costs isn’t caught off guard when they appear. Prompt them in the cart, and the surprise disappears.

Where should the message go?

Right by the cart total and the checkout button, where shoppers look just before they click. On a phone, check that it shows without scrolling. A note hidden below other content does little.

Other ways to take away the surprise

A few more changes take away the rest of the surprises. This brand used the first two:

• Have a free shipping threshold. Free shipping over a set order amount gives shoppers a way to avoid the shipping cost altogether, and a reason to add a little more.

• Say which currency you charge in. If your store only processes one currency, add a note in the cart such as “All orders are processed in [your currency].” Shoppers from other countries then know what to expect when the checkout total appears.

• Show clear shipping times by region. List delivery times for each region on your shipping page, and again in checkout where shoppers choose their shipping option.

How do you spot this in your own store?

Look at your checkout funnel in Shopify’s reports. Compare how many sessions reach checkout with how many complete it. If many shoppers drop at the first checkout step, before entering their details, an unexpected total is a likely cause. Then open your cart on a phone and check whether shipping and tax are mentioned before checkout.

Frequently asked questions

Why do people abandon checkout?

One of the most common reasons is an unexpected cost, usually shipping or tax added at checkout. Other reasons include a slow or confusing checkout and being asked to create an account.

Should you show shipping costs before checkout?

Yes, or at least tell shoppers they’ll be added. The aim is that nothing in the checkout total comes as a surprise.

What should the cart say about shipping and tax?

A short, plain line near the cart total, such as “Shipping and taxes calculated at checkout.” If you offer free shipping over a set amount, or only charge in one currency, mention that too.

Does Shopify show this message by default?

Many Shopify themes include a setting or text for it, but it isn’t always switched on or easy to see. Check your cart on a phone to make sure shoppers can see it before they click to check out.

What’s the difference between cart abandonment and checkout abandonment?

Cart abandonment is when shoppers add items but never start checkout. Checkout abandonment is when they start checkout but don’t finish paying. An unexpected total usually shows up as checkout abandonment.

See the full project

The cart fix was one part of a wider project for this brand, alongside Meta ads, product page changes and upsells. You can read how it all came together in the full case study.

Losing shoppers at checkout? Get in touch with One World Ideas and we’ll help you find where they drop off.