To reduce the frequency of abandoned carts and encourage shoppers to complete their purchase, there are a few steps you can take. Be completely transparent about all costs, including shipping, taxes, and any other fees customers will have to pay. If customers are surprised by costs at the end of the checkout process, they may reconsider the purchase or become frustrated; this can lead to an abandoned cart. You might also include indicators that show which step of the checkout process customers are on and provide a thumbnail of the product in order to keep customers focused on the transaction at hand.