Introduction
Basket abandonment in online ordering is not simply “the customer changed their mind”. It often means that something confused them, delayed them or made them doubt their choice at the last moment. For a restaurant, grill house, café or takeaway, this translates into lost orders that could have been completed with a few practical improvements.
The good news is that most causes are easy to fix: clear prices, fewer steps, proper photos, clear delivery information, a fast mobile experience and simple instructions. Below, you’ll see 7 key reasons why customers abandon their order basket and what you can do straight away to reduce them.
1. Unexpected costs at the end of the order
One of the most common reasons for abandonment is an unpleasant surprise at the final step. The customer has chosen their food, has decided to order and suddenly sees a delivery charge, minimum order or some other cost they had not understood beforehand. Even if the amount is reasonable, the feeling of “they showed me this at the end” can make them leave.
What to do in practice
- Show the delivery charge early, before the customer reaches the final step.
- If you have a minimum order, write it clearly near the basket.
- If you offer free delivery above a specific amount, display a message such as: “Add another €3 for free delivery”.
- Do not hide area or opening-hour restrictions until checkout.
Transparency does not necessarily reduce orders. On the contrary, it builds trust and makes the customer feel they know exactly what they are paying for.
2. A complicated ordering process
A customer ordering food usually wants something quick. They may be at work, at home with children, on the road or simply hungry. If the process has too many steps, irrelevant questions or confusing fields, the chance of them abandoning it increases.
Think of the order as a short journey: dish selection, options or extras, details, collection or delivery method, confirmation. The clearer this journey is, the more easily it is completed.
What to simplify
- Ask only for the details needed to fulfil the order.
- Put dish options in a logical order: size, cooking preference, extras, comments.
- Avoid long texts during the checkout process.
- Make the completion button visible, with a clear phrase such as “Complete order”.
A good test is to ask someone who does not know your system to place a test order. If they ask you “where do I click now?”, you have an area to improve.
3. Mandatory account creation
Mandatory registration before ordering often acts as a brake. The customer has not come to create a profile; they have come to get food. If you ask them for a password, confirmation, a complex form and lots of personal details, they may stop there.
This does not mean a customer database is not useful. It is very useful, as long as it does not block the first order. The best approach is: first, the order is completed easily and then, if it makes sense, you give the customer a reason to save their details for next time.
More customer-friendly options
- Allow ordering as a guest, without mandatory registration.
- Ask only for name, phone number and address when delivery is needed.
- If you offer saving details, present it as a convenience for the next order.
- Do not add lots of mandatory fields that do not help you fulfil the order.
A satisfied customer will find it easier to return. Registration should not be an obstacle, but an optional convenience.
4. Doubt about payment and collection method
Many abandonments do not happen because the customer does not want to buy, but because they are not sure what will happen next. Do they pay now or at the door? Can they pay by card? Is it delivery or do they need to come to the shop? Roughly how long will it take?
In online food ordering, certainty is critical. If the customer cannot find clear answers, they may go back to the phone or choose something else.
What should be clearly visible
- Available methods: delivery, collection from the shop or both.
- Payment method: for example cash or card at the door, if that is what you support.
- Estimated preparation or delivery time.
- Service areas and any order limits.
If you use an online ordering system such as Wiiz Eat, where the customer pays the restaurant directly in cash or by card on your own POS at the door, make sure this information is written simply and visibly. Clear communication reduces uncertainty.
5. A poor mobile experience
Most online food orders are placed in a hurry and often from a mobile. If the menu does not open properly, the buttons are small, photos load slowly or the basket is not easy to see, the customer gets tired. And when they get tired, they will not send you a message to tell you what went wrong; they will simply leave.
The mobile experience should be the first thing you check, not the last. Do not only look from a computer, because that way you may miss problems the customer experiences in practice.
Quick 10-minute check
- Open the menu from different mobiles, if you can.
- See whether the categories are clear: pizzas, burgers, coffees, salads, desserts.
- Check whether the “add to basket” button is visible without searching.
- Try adding extras and comments.
- Place a test order up to the final step.
If something is difficult for you, even though you know the menu, it is probably even more difficult for the customer.
6. Incomplete menu information
The customer wants to know what they are ordering. When they simply see “Club sandwich” without a description, photo, options or allergen information, they may hesitate. The same applies to dishes with many variations: size, side dish, sauce, cooking preference, extra ingredients.
A complete menu reduces questions and helps the customer decide faster. You do not need to write literature. You need clarity.
What every main dish should have
- Clear name: not internal names that only the kitchen understands.
- Short description: main ingredients, sauces, sides.
- Correct price: together with the options that change the cost.
- Extras: with a clear charge where there is one.
- Photo: realistic, not misleading.
- Labels: allergens or a vegetarian indication, where needed.
Also, if a dish has run out, hide it or mark it immediately. There is no worse experience than someone completing an order and then you calling them to change it.
7. They cannot easily find where to order
Sometimes the customer does not abandon the basket because they were disappointed during the process, but because they never reached it properly. If you have one link on Instagram, an old menu on Google, only a phone number in the window and no QR code on the bags, you create friction before the order has even started.
The goal is to have one simple, stable point where the customer can order without searching. This particularly helps customers who discover you through social media, pass outside the shop or have kept an old delivery bag.
Where to put the link or QR code
- In your Instagram bio and in highlights titled “Order”.
- On your Google profile, where local customers search for you.
- On a sticker in the window or on the counter.
- On delivery bags and flyers.
- In posts or stories when you promote specific dishes.
If you want a more organised approach, see the guide Order link & QR code for your restaurant, so you do not lose customers because they could not quickly find the right way to order.
8. Lack of help and clear confirmation
The customer wants to feel that their order has been recorded and that there is someone to answer if something goes wrong. If they click complete and do not see a clear message, if they do not know whether the order has been accepted or if there is no contact phone number, they may feel anxious or avoid the next online order.
Support does not need to be complicated. It needs to be visible, human and practical.
What really helps
- A confirmation message after completion, in simple language.
- Updates on progress: accepted, preparing, out for delivery or ready for collection.
- A visible shop phone number for changes or clarifications.
- A small frequently asked questions section: areas, times, payments, collection.
- Staff training so they answer common questions in the same way.
To sum up, reducing basket abandonment does not necessarily require major changes. It requires you to look at the order through the customer’s eyes: do they understand the cost, find dishes easily, feel secure and complete without unnecessary obstacles? If you fix these points one by one, you will have a clearer experience and more completed orders.