A recent Google survey showed that 63% of all cart abandons happened as a result of the buyer being hit with last-minute shipping costs that were not highlighted in the product listing.
Today, FREE SHIPPING is almost the norm, and many buyers have come to expect it. When presented with unexpected shipping costs at the moment of payment, these buyers will abandon their purchase.
A challenge facing Swiss watchmakers wanting to sell Direct To Consumers worldwide is the VAT or Sales Tax.
Most eCommerce software solution add it at the final stage of the checkout. It is not the fact that the buyer has to pay VAT; It's the unexpected price increase at the point of transaction. The result, once again, is cart abandonment.