I've been designing and developing mobile apps for over eight years now, and if there's one thing that keeps app owners awake at night, it's watching users get right to the point of making an in-app purchase—then just walk away. It happens more often than you'd think, and frankly, it's heartbreaking when you've put so much work into creating something people want.
In-app purchase abandonment is like having someone fill their shopping basket, walk all the way to the checkout, then suddenly change their mind and leave everything behind. The difference is that in the digital world, we can actually track this behaviour and—more importantly—do something about it. Understanding app behaviour and shopping app psychology isn't just academic; it's the difference between a thriving app and one that struggles to make money.
Every abandoned in-app purchase represents a moment where we failed to give our users the confidence they needed to complete their transaction
Throughout this guide, we'll explore exactly why users abandon their in-app purchases and what you can do to fix it. From technical hiccups to trust issues, pricing problems to poor user experience—we'll cover the real reasons people click away at the last second. By the end, you'll have a clear roadmap for turning those abandoned purchases into completed transactions.
What Is In-App Purchase Abandonment
Right, let's get straight to the point—in-app purchase abandonment is when someone starts buying something in your app but then gives up before finishing. Think of it like putting items in a shopping basket and then walking away without paying. Except this happens on your phone screen instead of in a shop.
I've watched this happen countless times across the apps we've built at Glance. A user might tap "buy premium features" or "unlock level pack" and then... nothing. They close the app, get distracted, or just change their mind halfway through. It's frustrating for everyone—the user doesn't get what they wanted and you lose a sale.
When Does It Actually Happen?
Purchase abandonment can happen at any stage of the buying process. Maybe they tap the buy button but then see the price and back out. Or they get to the payment screen and realise they need to enter their card details again. Sometimes they're ready to pay but the app crashes or takes too long to load.
The tricky bit is that most app owners don't even know it's happening. They just see low conversion rates and wonder why people aren't buying. But understanding where and why people abandon purchases is the first step to fixing the problem.
The Psychology Behind Why Users Stop Mid-Purchase
After years of studying app behaviour patterns, I've noticed something fascinating about in-app purchase abandonment—it's rarely about the money alone. Sure, price plays a part, but the real culprits are much more interesting from a psychological standpoint.
Think about what happens in someone's mind when they're about to spend money on something they can't physically touch. There's this moment of doubt that creeps in. "Do I really need this?" becomes the loudest voice in their head, especially when they've got time to think about it during a lengthy checkout process.
The Fear Factor
Fear drives most purchase abandonment decisions. Users worry about accidentally signing up for subscriptions, getting charged more than expected, or buying something that won't work as promised. Shopping app psychology shows us that digital purchases feel riskier than physical ones—there's no tangible product to examine beforehand.
Keep your purchase process under 30 seconds. The longer users have to think, the more likely they are to change their minds and abandon the transaction.
Common Psychological Triggers That Stop Purchases
- Surprise additional costs appearing at checkout
- Too many form fields creating decision fatigue
- Unclear what happens after purchase
- No clear way to cancel or get refunds
- Feeling pressured by countdown timers or limited offers
The psychology behind in-app purchase abandonment often comes down to trust and clarity. When users feel uncertain about any part of the process, their natural instinct is to stop and reconsider—which usually means they don't come back. This is where understanding how to use social proof without manipulation becomes crucial for building genuine trust.
Technical Problems That Drive Users Away
Nothing kills an in-app purchase faster than a technical glitch. I've seen it happen countless times—users get excited about making a purchase, they're ready to buy, and then the app crashes or freezes right at the checkout. It's heartbreaking really, both for the user and for you as the app owner.
When Apps Break at the Worst Moment
The most common technical issue I see is apps that slow down or crash during payment processing. Users tap 'buy now' and then... nothing happens. Or worse, the app closes completely. Some users will try again, but most won't bother—they'll just give up and find something else to do.
Payment gateway errors are another big problem. You know when you try to pay and get a confusing error message that doesn't make sense? That's usually because the connection between your app and the payment system isn't working properly. Users don't care whose fault it is; they just know it doesn't work.
Loading Times That Test Patience
Slow loading times during checkout are purchase killers too. If your payment screen takes more than a few seconds to load, people start getting nervous. They wonder if something's gone wrong, if their card details are safe, or if they'll be charged twice. That nervousness quickly turns into abandonment—users would rather walk away than risk a problem with their money. This is one of the key differences between mediocre and stellar apps that developers need to address.
When Prices Feel Too High or Confusing
Price presentation can make or break an in-app purchase decision—I've seen brilliant apps lose customers simply because users couldn't understand what they were actually buying. When someone opens your app looking to make a purchase, they want clarity. They want to know exactly what they're getting for their money and whether it's worth it.
The biggest mistake I see developers make is hiding the real cost behind confusing currency systems or bundled packages. You know those apps where you have to buy 150 coins to purchase something that costs 120 coins? That leftover currency frustrates users and makes them feel manipulated. People aren't stupid—they can see through these tactics and it damages trust.
Making Prices Clear and Fair
Pricing transparency builds confidence. Show the actual price upfront, explain what users get for their money, and avoid those sneaky auto-renewal subscriptions that aren't clearly labelled. When users feel like they understand the value proposition, they're much more likely to complete their purchase.
If users have to do maths to figure out what something actually costs, you've already lost half of them
Shopping app psychology tells us that confused customers don't buy. They abandon their carts and move on to competitors who present pricing more clearly. The solution? Be straightforward about costs and benefits—your conversion rates will thank you for it.
Trust Issues That Make Users Think Twice
Trust is everything when it comes to in-app purchases—and I've learnt this the hard way over my years working with different app projects. Users will happily browse your app for ages, add items to their basket, and get right to the payment screen. Then suddenly they stop. Why? Because something doesn't feel right.
The biggest trust killer I see is when apps ask for too many permissions upfront. Your photo editing app wants access to contacts, location, and microphone? That's going to make people nervous. Users start wondering what you're really doing with their data, and once that doubt creeps in, they're gone.
Red Flags That Scare Users Away
- No clear privacy policy or terms of service
- Asking for unnecessary permissions
- li> Missing contact information or customer support details
- Poor app store reviews mentioning billing problems
- Unfamiliar payment methods only
- No secure payment badges or SSL certificates
Security badges matter more than you might think. When users see familiar payment options like Apple Pay or Google Pay, they feel safer. These are companies they already trust with their money. But if you're only offering some obscure payment processor they've never heard of? That's when alarm bells start ringing and purchases get abandoned. This is where improving your app's customer service approach can make a significant difference in building trust.
Poor User Experience During Checkout
The checkout process is where good intentions meet reality—and sadly, where most in-app purchase abandonment happens. I've watched countless users get right to the final step, then just... leave. It's heartbreaking when you think about all the work that went into getting them there.
The biggest culprit? Too many steps. Users don't want to fill out endless forms or create accounts just to buy something. They're on their phones, probably multitasking, and every extra tap is another chance for them to change their minds. Keep it simple—ask for the bare minimum information needed to complete the purchase.
Common Checkout Problems
- Forced account registration before purchase
- Multiple screens with confusing navigation
- Payment forms that don't work properly on mobile
- No guest checkout option
- Unclear error messages when something goes wrong
Loading times during checkout are another massive problem. If your payment screen takes more than a few seconds to load, users will assume something's broken. They'll either try again (creating duplicate orders) or give up completely.
Always test your checkout process on different devices and connection speeds. What feels fast on your office wifi might crawl on a user's mobile data.
Shopping app psychology tells us that users want instant gratification. The longer your checkout takes, the more time they have to second-guess their decision. This is also why proper notification timing and strategy becomes crucial for re-engaging users who might have abandoned their purchase.
How App Design Affects Purchase Decisions
I'll be honest with you—I've seen brilliant apps with terrible purchase flows tank completely, whilst average apps with slick design make absolute fortunes. The design of your purchase process isn't just about making things look pretty; it's about removing every possible barrier between your user wanting something and actually buying it.
Visual Hierarchy Guides the Eye
Your users' eyes need to know exactly where to look and what to do next. If your 'Buy Now' button is the same size and colour as everything else on screen, you're making people work too hard. I always tell my clients that the purchase button should be the most obvious thing on the page—bigger, brighter, and positioned where thumbs naturally fall. Dark patterns like hiding the real price or making cancel buttons invisible might seem clever, but they backfire spectacularly when users feel tricked.
Cognitive Load Makes Brains Tired
Every extra tap, every confusing icon, every moment where someone has to stop and think "what does this mean?" increases the chance they'll give up. The best purchase flows feel almost automatic—users glide through them without having to make difficult decisions or decode mysterious symbols. Remember, tired brains don't buy things; they close apps and forget about them. This is precisely why
