A Study on Digital Checkout Friction and Cart Abandonment Among E-Commerce Customers in Coimbatore City

Digital technology has significantly transformed the way consumers shop, especially through e-commerce platforms. This study examines digital checkout friction and cart abandonment behav-iour among e-commerce customers, with special reference to Coimbatore City. Checkout friction, such as extra charges, lengthy processes, payment issues, and security concerns, plays a major role in influencing purchase decisions. The study aims to understand customer behaviour, identify the key reasons for cart abandonment, and analyse factors affecting checkout completion. The study is based on primary data collected through a structured questionnaire from respondents. The findings reveal that while many customers frequently shop online, a significant number abandon their carts due to factors like additional costs, slow website performance, and lack of preferred payment options. Security concerns and complicated checkout processes also contribute to incomplete transactions.Overall, the study highlights the importance of improving website design, ensuring transparency in pricing, enhancing payment security, and simplifying checkout procedures. These measures can help reduce cart abandonment and improve customer satisfaction in e-commerce platforms.