Factors Influencing Shopping Cart Abandonment Among Gen Z in Indonesian E-Commerce

The rapid expansion of E-Commerce has significantly transformed consumer shopping behavior, particularly among Generation Z (Gen Z), the largest and most digitally engaged demographic in Indonesia. Despite the increasing adoption of online shopping, cart abandonment remains a persistent challenge, impacting conversion rates and revenue for E-Commerce platforms. This study aims to investigate the factors influencing shopping cart abandonment among Indonesian Gen Z consumers in the context of E-Commerce platforms. A quantitative approach was employed, utilizing Structural Equation Modeling (SEM) to analyze survey data from 350 respondents who have recently engaged in online shopping. The research explores six key determinants of cart abandonment is perceived cost, emotional ambivalence, internet search, offline inspection, complicated return policies, and waiting for discounts. The findings reveal that emotional ambivalence and waiting for discounts are the most significant predictors of cart abandonment, with emotional conflict causing decision fatigue and promotional delays prompting postponed purchases. In contrast, perceived cost, internet search, offline inspection, and return policies were found to have minimal impact on abandonment behavior. The results suggest that E-Commerce businesses targeting Gen Z should focus on enhancing consumer confidence through simplified decision-making processes and strategic promotional tactics to reduce cart abandonment rates. This study contributes valuable insights into the psychological and behavioral drivers of cart abandonment, offering practical implications for optimizing the online shopping experience for Indonesia’s Gen Z consumers.