Suddenly encountering unexpected shipping costs is the No. 1 reason consumers abandon e-commerce shopping carts, according to recent research from VWO.

The report was based on data from a survey conducted in 2015 among 1,000 mobile and desktop users age 18-65.

One-fourth of respondents say unexpected shipping costs have stopped them from completing the purchase process when shopping online.

And 22% say having to create a new account on a website/app has been a barrier.

Some 10% of online shoppers say they sometimes add products to carts with the sole intention of getting alerts for discounts after they abandon their carts on purpose.

Some 58% of respondents say they would be motivated to purchase a product they abandoned in an online shopping cart if they received an email/ad saying there is a discount on it.

About the research: The report was based on data from a survey conducted in 2015 among 1,000 mobile and desktop users age 18-65.