Friction in eCommerce is a silent sales killer. When customers hit roadblocks—slow pages, confusing layouts, unnecessary steps—they ditch their carts and move on. The problem? Many online stores create friction without even realizing it.
But here’s the deal: Not all friction is the same. Some comes from clunky tech, while other issues stem from poor design choices or pushy sales tactics. In this post, we’ll break down the four biggest friction points in eCommerce and how to fix them—without annoying your customers.
The Four Big Friction Points in eCommerce
1. Functional Friction (Tech & UX Issues)
This is the frustrating stuff—when a website is slow, glitchy, or hard to use. Examples include:
- Slow Load Times: Nobody waits for a slow page. If your site takes more than a few seconds, you’re losing sales.
- Broken or Dead Links: Customers click, nothing happens—big trust breaker.
- Checkout Headaches: Long forms, forced account creation, and too many steps lead to cart abandonment.
- Poor Mobile Experience: If your site isn’t mobile-friendly, you’re missing out on sales.
🛠 Fix It:
- Use tools like Google PageSpeed Insights to speed up your site.
- Make checkout fast and simple—reduce required fields and allow guest checkout.
- Test your site regularly on desktop and mobile to spot hidden issues.
2. Psychological Friction (Too Many Choices & Confusion)
Sometimes, the issue isn’t tech—it’s too much going on. When customers feel overwhelmed, they freeze.
Common causes:
- Too Many Products: Endless scrolling leads to decision paralysis.
- Confusing Pricing & Fees: Hidden costs (like shipping) kill trust fast.
- Complicated Discounts: If users need a PhD to understand your promo, they’ll bounce.
🛠 Fix It:
- Simplify choices. Show fewer, curated options to reduce decision fatigue.
- Be upfront about pricing. No one likes surprises at checkout.
- Make discounts easy to understand and apply—automatic discounts work best.
3. Emotional Friction (Trust Issues & Pushy Tactics)
A lot of eCommerce sites use fake urgency to push sales—like countdown timers or fake stock warnings. But research shows that overusing these tricks backfires.
🔬 What Studies Say About Scarcity Tricks: 📌 Tuncer et al. (2023) found countdown timers make customers stressed and annoyed. 📌 Sites that overuse urgency lose trust fast—customers feel manipulated. 📌 “Only 2 left in stock!” messages often seem fake, making shoppers skeptical.
🛠 Fix It:
- Drop the fake urgency. Instead, highlight real reasons to buy (e.g., “This item won’t restock soon”).
- Use social proof wisely. Real-time reviews work better than sketchy countdowns.
- Personalize urgency. Not every shopper likes a pushy approach.
4. Incentive Friction (Bad Rewards & Gamification)
Loyalty programs and gamification can be great—when done right. When done wrong, they create more confusion than value.
Common mistakes:
- Overcomplicated Reward Systems: If users don’t know how to earn or use points, they won’t bother.
- Bad Discounts: “Spend $500 to save $5” isn’t an incentive—it’s an insult.
- Annoying Gamification: Spin-to-win wheels can feel cheap if they’re overused.
🛠 Fix It:
- Keep loyalty programs simple and clear.
- Offer real value—a small, meaningful discount beats a complex points system.
- If using gamification, make sure it fits your brand and audience.
How to Find & Fix Friction in Your Store
Use Real-Time UX Tools
- Session Replays & Heatmaps: Watch how customers interact with your site.
- Conversion Funnel Analysis: Pinpoint exactly where users drop off.
- AI-Powered UX Tracking: Catch friction points automatically.
Proactive Fixes Instead of Band-Aids
- Instead of fake urgency, use real demand cues (e.g., “Restocking soon”).
- Instead of intrusive pop-ups, use subtle reminders.
- Instead of complex discounts, go for straightforward deals.
Buying Should Be Easy, Not a Battle
Friction doesn’t just annoy customers—it kills your revenue.
✔ Want more conversions? Make shopping effortless.
✔ Want long-term customers? Build trust, not pressure.
✔ Want fewer abandoned carts? Remove every unnecessary step.
