The Impact of Product Sorting and Cognitive Moderators on Consumer Cart Abandonment in E-commerce: A SEM-Based Analysis

Abstract

The rapid growth of electronic commerce has encouraged online retailers to enhance the functionality and capacity of virtual shopping carts. Despite these advancements, a substantial number of consumers place items in their online carts but fail to finalize their purchases, resulting in what is commonly referred to as online shopping cart abandonment. This study investigates how product sorting influences cart abandonment behaviour and further examines the mediating effects of choice overload and consumers’ tendency to forget items added to their shopping carts. An exploratory and descriptive research design was adopted. Data were collected through an online questionnaire distributed via social media platforms such as Instagram and Facebook Messenger during the period from July to September 2025. Using purposive sampling, 370 completed responses were obtained, of which 20 were excluded after data screening. The final sample exceeded the minimum requirement for large populations. The survey consisted of 22 items measured on a 5-point Likert scale. Structural Equation Modeling (SEM) was employed to test the proposed relationships. The findings reveal a significant positive relationship between product sorting and online shopping cart abandonment. Additionally, choice overload and forgetting were found to mediate this relationship, indicating that extensive sorting options may increase cognitive burden and reduce purchase completion. The study offers practical implications for e-commerce practitioners aiming to optimize sorting mechanisms and enhance user experience. Future research should employ longitudinal or experimental designs, examine additional moderating variables, and conduct cross-cultural studies to improve generalizability and deepen understanding of consumer behaviour in online shopping contexts.