A customer picked your product, read the reviews, put it in the basket and started to check out. Then they left. That is the most expensive moment in ecommerce, because it is the closest anyone gets to buying without actually buying.
Here is the part most stores get wrong. They assume the price scared the customer off. It almost never does. Somebody who adds to cart has already made peace with the price on the product page. What loses them is the surprise on the last screen.
A delivery charge that turns up at the end like an uninvited guest. A duty line they never saw coming. A forced account when all they wanted to do was pay. A total that grew by fifteen percent somewhere between the product page and the pay button.
The tell is always the same. The number they agreed to and the number they are asked to pay are different, and nobody warned them. Trust is not lost over a high price. It is lost over a changing one.
I have watched a checkout win back a real chunk of lost orders with no discount at all. The fix was deleting a required field nobody could explain and showing the delivery cost three steps earlier. Same product, same price, more sales. The customer did not suddenly become more willing to pay. They just stopped being ambushed.
So before you touch the price, walk your own checkout as a stranger on a phone. Count the surprises. Every one of them is a customer standing at your till with their card out, waiting for a reason to put it away.
A cart is not an abandoned sale. It is a sale you already won, then talked the customer out of, one surprise at a time.
If your add-to-cart rate looks fine but the checkout leaks, tell me what you are seeing: mail@sandeepkv.com, or message me on LinkedIn.