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September 5, 2025Every year, BFCM (Black Friday and Cyber Monday) presents a golden opportunity for many businesses to boost sales across various departments. But high cart abandonment rates can quickly derail your campaign’s success, leaving many shoppers (and you) frustrated.
That’s why optimising your eCommerce store and payment methods in time for Black Friday and Cyber Monday is essential. It’s not just a matter of technical fixes, but requires a strategy of multiple revenue-boosting moves that guarantee a hassle-free user experience and secure online payments.
Luckily for you, this article is all about how the right strategies can turn casual browsers into buyers. Learn proven tactics and make this BFCM your most profitable one yet.
Turn browsers into buyers this BFCM with a payment gateway that converts.
Quick answer: fastest ways to reduce BFCM cart abandonment
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Show total cost upfront (shipping, fees) before checkout.
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Offer local payment choice: Cards, Instant EFT, QR and BNPL (Payflex).
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Enable guest checkout + minimal fields; save account creation for after payment.
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Speed matters: optimise pages and payment redirects, especially on mobile.
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Reassure: trust badges, 3D Secure, clear returns, live/help chat.
Understanding cart abandonment
Cart abandonment happens when shoppers add items but leave before completing payment. It occurs when a shopper is in the process of making an online purchase but, for whatever reason, doesn’t proceed past the stage of adding items to their cart. Thus abandoning it.
Black Friday eCommerce case study
Black Friday eCommerce has been a part of South Africa’s commercial scene since 2012. Since then, we’ve also adopted Cyber Monday to increase sales over the weekend.
Studies show that about 70% of all global online shoppers abandon their carts without completing their purchases. Imagine losing up to 70% of purchases on big shopping holidays like BFCM. That is why checkout optimisation for Black Friday is so important.
You can calculate your checkout abandonment rate using tools like Google Analytics and heatmaps, which can help identify areas for improvement. One of the biggest issues that stops users from completing a service is not the shopping step, but rather the payment gateway.
Shoppers have cited that they are less likely to purchase from a website if it has a complicated payment gateway. They also mention bad friction points, additional hidden costs, or failing to meet delivery expectations.
To address this issue, consider the following steps to enhance customer trust and boost conversion rates.
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Top payment friction points
Payment friction refers to any factor that prevents a user from completing their payment for any reason. It can either be a necessary part of the buying process, but if it has too much friction, it’s more of a hindrance that blocks conversions.
Good friction points include:
Good payment friction points are anything you willingly subject your online customers to improve their process.
- Welcome screen pop-up for a personalised user experience.
- Notification to register a user account.
- Delaying user actions with a notice asking for consent (resetting to default settings).
- Filling in forms.
Bad friction points include:
Bad payment friction points are anything that hinders users from having an optimal experience on your website, which could deter them from completing a purchase.
- Sending generic emails. No matter how well-written, impersonalised emails lose their impact when not directed at the right audience. Input customer data and send targeted emails that highlight products or services they may be interested in.
- Complex forms. Checkout processes that ask for unnecessary information can slow shoppers down. Simplifying these forms by only asking for the minimum (name, address, banking details, etc.) can significantly reduce friction.
- Slow site speeds. Sites loading at a glacial pace are frustrating for anyone, not just customers making an online purchase. However, for events like BFCM, when time is essential, it can be doubly exasperating.
- Limited payment options. Limiting customers to only one or two payment options, or those not relevant to your customer’s region or device, can cause them to abandon their cart almost immediately.
- Additional costs. Customers are very likely to abandon their carts due to excessive additional costs not specified upfront.
- Poor mobile experience. South Africa is estimated to have over 11 million eCommerce shoppers in 2025, with many of these users accessing their accounts via mobile phones. So, by not optimising your website and BFCM event for mobile users, you could be missing out on vital customers.
Read more on The Evolution of Mobile Payment Solutions
Top reasons for an abandoned cart and how to optimise payments
An abandoned cart that remains indefinitely is considered a lost sale. That is why it is imperative to avoid this in your Black Friday eCommerce strategy.
Here are the significant reasons along with how to fix each one to reduce abandonment and improve conversions:
1. A customer’s preferred payment method is unavailable
Many times, customers have preferred online payment methods they feel comfortable with or know are secure. These are typically processed through EFT, digital wallets, credit cards, or Buy Now, Pay Later (BNPL), among others.
How to fix it
Offer a variety of safe payment methods that your target audience is familiar with (eg, voucher payments, BNPL, credit cards, PayPal) on your site to make the checkout process that much smoother.
2. Forced account creation
It may seem beneficial for businesses to require customers to create an account before making purchases, as this ensures they have their details and item preferences on file. But it may actually be pushing away speedy buyers or anyone who doesn't want to remember another signup username and password.
How to fix it
Allow guest checkout options, enabling customers to make purchases without needing to create an account. You can also have your buyers sign up using other accounts, such as Facebook or Gmail, to make the process faster and eliminate the need to create usernames and passwords. Ask for account creation on the thank-you page, not before payment.
3. False declines
A false decline occurs when a transaction is mistakenly rejected due to suspected fraud or an administrative error. These transactions can be a significant problem. Many customers are likely to abandon their cart if they spot a digital error or are declined, which may indicate distrust in your systems.
How to fix it
Do regular system checks to ensure your systems are up to date and performing as they should. You can also implement advanced fraud detection tools and multi-factor authentication to protect yourself and your customers from possible fraud.
4. Non-transparent pricing
Shoppers frequently abandon carts when additional (surprise) costs are added at the checkout process, such as taxes, shipping fees, or handling charges.
How to fix it
Always be transparent and upfront about all costs as early as possible in the shopping or checkout process. This can be either through banners or pop-up messages. Offer incentives such as discounted or free shipping for items exceeding a certain amount. This can be a good way to address these fees in a customer’s mind.
5. Inconsistent experience
Having a website that is inconsistent in terms of look, feel, and straightforwardness can lead potential customers to question whether your website is legitimate. An easy and seamless checkout process is vital in reducing cart abandonment. It demonstrates to your customers that you are trustworthy, authoritative, and that the site is secure.
How to fix it
Have a consistent theme across your website that is optimised for all screen sizes. This not only demonstrates authority but also shows professionalism, thereby increasing your trustworthiness.
6. Complicated payment experience
Payment portals with too many elements, forms, and required input fields are likely to deter customers.
How to fix it
Create a frictionless payment method that asks only necessary details from customers. You can also offer one-click checkout processes that store user payment and shipping information, allowing for easy auto-filling of these details.
7. Needing a user account to purchase
BFCM will draw a range of customers from all corners of the internet. However, forcing users to create an account to make even a one-time purchase can create friction for buyers. Not only is creating a new account time-consuming, but it also adds another online profile to their list of accounts that require usernames and passwords.
How to fix it
Allowing guest purchases or an express checkout option will speed up the process and make it much easier for first-time customers to click “buy”.
8. Security concerns
New users are more likely to encounter security issues, especially when it comes to financial matters. Having trust signals, such as SSL certificates, testimonials, social media accounts, and trust badges, is a great way to display your authority.
How to fix it
Use a trustworthy eCommerce platform and payment gateway such as Netcash to ensure your site is secure.
9. Confusing checkout process
A checkout process with complicated navigation, mobile incompatibility, or one with too many steps can frustrate a customer and cause them to bounce from your website entirely.
How to fix it
Sometimes less is more. That is true with payment processes. Use clear text and headings to outline where clients should input their data, avoiding confusion and frustration. It is also good practice to include effective call to actions (CTAs), such as “Buy Now,” “Add to cart,” or “Checkout”, on your payment pages to prompt direct action.
10. Minimal customer support
While an easy navigation site with plenty of clear instructions and CTAs can help most users, sometimes there are customers with additional questions. If they can’t find the answers or someone willing to provide the help they need, this can cause them to abandon their carts.
How to fix it
There are multiple ways you can provide support to your customers. This can be achieved by listing an admin email for queries or by adding a WhatsApp line to your site. If you aren’t available to answer client questions due to time differences, for example, you can add an AI chatbot to assist by giving immediate answers 24/7.
11. Ambiguous returns policy
A lack of transparency or vague return policy can cause customer anxiety, especially those unfamiliar with your website, products, or brand. A displayed policy is a necessary trust signal.
How to fix it
Display your return policies in a clear and customer-friendly manner. This could be achieved by linking to them in the site text or listing them in the website footer. It is also good practice to highlight it again during the checkout process to reassure your shoppers.
12. No follow-ups
Once your customers have added their items to their cart and left, there is a big chance that they may forget about it (or already have).
How to fix it
You can try retargeting cart abandoners elsewhere online through PPC, a tracking pixel, sending a follow-up email, or a push notification. To ensure you have returning customers, you can also prompt customers to sign up for your newsletter or create an account after they make a purchase.
Beat cart abandonment with smooth, secure checkout options your customers trust.
FAQs about Black Friday cart abandonment
How Netcash can help you reduce cart abandonment in South Africa
While not as established as in the US, South Africa is seeing a yearly increase in eager shoppers hoping to snag a deal on Black Friday and Cyber Monday. Therefore, it is wise for businesses to prepare for high-volume traffic or risk a sea of abandoned carts.
Netcash offers excellent support for multiple types of payment methods, providing flexible, fast, and secure solutions tailored to local preferences, which helps your customers complete purchases smoothly and confidently.
Keep your checkout running flawlessly, even during the BFCM rush
Author:
Candice Sergeant
Product Manager
Stay in Touch
Candice Sergeant is a digital dynamo at Netcash, where she’s on a mission to help South African businesses level up their online game. As an eCommerce Product Owner, she’s got her finger on the pulse of the latest trends and technologies, constantly seeking out ways to boost sales and streamline operations. With a knack for spotting opportunities and a passion for innovation, Candice is your go-to guide for taking your e-commerce business to the next level.
