How to Increase Add-to-Cart: Ultimate Guide for D2C Brands

Key Takeaways:

• Add-to-Cart Rate (ATC) shows how many visitors are moving from browsing to buying intent, which is the first big signal of product interest.
• For D2C brands, a good ATC rate is 11–15%, an average is 6–10%, and below 5% means you need urgent fixes.
• Offer affordability with Snapmint BNPL so shoppers can split payments into easy EMIs without credit cards, reducing cart abandonment and boosting conversions.
• To increase ATC, optimize product pages, build trust with social proof, personalize recommendations, and focus on mobile-first design.
• Reduce buyer friction with clear policies, size guides, and transparent costs; use urgency/FOMO to nudge action; and re-engage smartly with retargeting.

Introduction

D2C founders know the struggle all too well; getting shoppers to your website is only half the battle. The real challenge? Turning browsers into buyers. One of the biggest roadblocks is a low Add to Cart (ATC), which directly impacts conversions and revenue.

Customers often get distracted, second-guess their purchase, or abandon the page due to affordability concerns. If your ATC rate is stagnant, you’re leaving serious money on the table.

The good news? With the right tweaks, you can transform hesitant visitors into confident buyers.

What is Add-to-Cart Rate?

Your website is basically an online store. Just how people walk in, look around, pick up a product and drop it in their shopping basket in a store, the same happened in your website too. That metric, when they add something to their cart, is exactly what the add-to-cart rate measures.

In simple terms, it’s the percentage of visitors who show interest in buying by clicking the “Add to Cart” button.

So, if 1,000 people visit your store in a day and 100 of them add something to the cart, your add-to-cart rate is 10%.

Why Increasing Add-to-Cart is Critical for D2C Brands?

You might think - add-to-cart does not mean a sale. It doesn’t guarantee a purchase, plenty of carts get abandoned, so why does it even matter?

Even though ATC does not guarantee a purchase, but it’s a strong signal that people are liking what they see. It’s the clearest sign that a casual browser is turning into a potential buyer. The higher your ATC rate, the more people are moving down the purchase funnel.

Here’s why it’s so important:

Revenue growth starts here

Even though Add to Card is not equal to sale, but every sale starts from here. No “Add to Cart,” no sale. It's that simple.

Stronger retargeting opportunities

Even if someone doesn’t buy, you now know what caught their eye. That makes your remarketing smarter and more personalized.

Indicator of product-market fit

If lots of people add items but few check out, you know where the friction lies; pricing, trust, or checkout process. This way you can work on the friction that stops your customers from proceeding to buy.

Customer psychology insight

A healthy ATC rate tells you that your product pages are convincing and your offers are working.

In short, improving add-to-cart isn’t just about boosting numbers; it’s about making your brand more irresistible at the very first step of conversion.

Add-to-Cart for D2C brands: What’s considered low, average, or good ATC?

If you’re running a D2C store, your add-to-cart rate is one of the clearest signals of how well your website and products are connecting with shoppers. But what’s “good” and what’s “not so great”? Let’s break it down:

• Low ATC (below 5%): This usually means visitors aren’t convinced enough to take the first step. It could be because of unclear product descriptions, lack of trust signals, slow site speed, or hidden costs that turn people off.
• Average ATC (6-10%): This is where many D2C brands sit. It shows that your site is working reasonably well, but you still have opportunities to improve; whether through stronger product storytelling, better CTAs, or adding affordability options like BNPL.
• Good ATC (11-15% or higher): If you’re here, you’re doing something right. Your product pages are engaging, your brand has built trust, and your offers are compelling enough to push shoppers closer to checkout.

Pro tip: Don’t obsess over chasing “marketplace-level” numbers. As a D2C brand, your edge lies in building a deeper connection with customers and nurturing loyalty, not just in pushing one-time add-to-carts.

Strategies to Increase Add-to-Cart 

Let’s cut to the chase. Now you know why you need an above average ATC rate, how a high add-to-cart rate helps brands, and why you need to improve add to cart rate.

So, how can you increase add to cart rate? Here are some strategies that brands use to improve add to cart rate. 

1. Optimize Product Pages for Maximum Impact

Shoppers come to your product page and just leave - why is that? Maybe because your product page is not solving their queries.

Anyone who searched a query and landed on your product page is definitely looking for the ‘said product’, right? But the product page does not meet their expectations, whether it’s about product quality, trustworthiness, or many other things.

What can you do to optimize product pages? Use high-quality images, 360° views, videos, and AR try-ons. Highlight key benefits, not just features. Use text smartly to resolve the queries of your users.

2. Build Trust with Social Proof

When shoppers land on your product page, they’re not just looking at the product, they’re looking for reassurance from customers like themselves. Social proof is the quickest way to build that trust and nudge them toward clicking “Add to Cart.”

Showcase customer reviews, UGC, influencer shoutouts, and testimonials. Honest feedback from real buyers gives new visitors the confidence that your product delivers on its promises.

And beyond voices, visual cues matter too. Trust badges like “Secure Checkout,” “Free Returns,” or “COD Available” act as instant confidence boosters, showing customers that their money is safe and that buying from you is risk-free.

The result? Your brand feels reliable, your products feel worth trying, and shoppers feel more comfortable adding items to their cart (and eventually purchasing them).

3. Add Affordability Options and Pay-in-Parts

One of the biggest reasons shoppers hesitate to hit “Add to Cart” is pricing. When the total feels heavy, they may browse but never take action. By offering EMI or pay-in-parts options, you make your products instantly more affordable and accessible.

Instead of paying the full amount upfront, customers can start with a smaller payment, removing the psychological barrier that often stops them from adding items to their cart.

Partnering with EMI/BNPL providers like Snapmint ensures that your shoppers see affordability right on the product page, which not only encourages them to add items but also boosts their confidence in going ahead with bigger-ticket purchases.

In fact, Snapmint integration has proven to increase PDP to cart uplift by 25-30%. 

4. Optimize Your Add-to-Cart CTA

Your “Add to Cart” button is the gateway to conversions, so don’t let it hide in plain sight. Make sure it’s placed above the fold, where shoppers can spot it instantly without scrolling.

Small tweaks can make a big difference: experiment with button color, copy, and size. Sometimes a switch from “Add to Cart” to “Shop Now” can resonate better with your audience.

On mobile, don’t rely on users scrolling back up. Add a sticky ATC button that follows them as they browse, making checkout just a tap away. 

5. Personalize Recommendations

Shoppers love feeling like the store “gets them.” That’s where personalization works wonders. Use AI-driven suggestions like “Frequently Bought Together” or “Recommended for You” to inspire add-ons and bigger carts.

Bundles and curated combos also do the trick, whether it’s pairing a moisturizer with sunscreen or a shirt with matching trousers.

And if someone leaves without adding to the cart? Reel them back in with personalized onsite popups, showing products they recently browsed or similar styles.

Several platforms can make this level of personalization easy.

6. Prioritize Mobile-First Experience

This should go without saying- everyone browses on their mobiles (okay, almost everyone). If your website is not optimised for mobile phones, you are missing out on sales left and right.

What to do?

• Ensure lightning-fast load speeds (under 3 sec).
• Use responsive design for images, text, and buttons.
• Add swipe-friendly carousels and sticky ATC buttons.

7. Reduce Buyer Doubts & Friction

Hesitation kills conversions. If customers aren’t sure about a size, fit, or policy, they won’t add that item to their cart.

Solve this by offering clear size guides, comparison charts, and FAQs right on the product page. Reassure them further by highlighting easy returns, refunds, and COD availability. When shoppers know the purchase is risk-free, they’re more likely to click “Add to Cart.”

8. Create Urgency & FOMO

Show stock counters like “X people bought today,” or “Hurry, Sale ends in 2 hours.”

You can also highlight limited editions or seasonal launches to spark excitement and the fear of missing out. And if they’re about to leave, an exit-intent popup with a flash deal can change their mind.

With few easy tweaks, you can not only increase your Add-to-Cart rate, but also boost your revenue by nudging the shopper to buy.

9. Retarget & Re-engage Smartly

Not everyone will hit “Add to Cart” on the first visit, and that’s okay. What matters is how you bring them back. Send push notifications or cart reminder emails to re-capture interest.

For those who need an extra push, personalized retargeting ads that show the exact product they viewed can work like magic. Sweeten the deal with free shipping or a limited-time discount, and watch them reconsider.

Common Mistakes to Avoid

Now that you know how to increase add to cart rate, it’s important to highlight the common mistakes D2C brands, e-commerce and retail platforms make. By avoiding these mistakes, you can not only increase add to cart rate, but also boost your GMV and revenue.

Overloading product pages with too much text

Shoppers don’t want to read a novel. Keep descriptions crisp, clear, and benefit-driven. Too much information can overwhelm instead of inspire action.

Confusing CTAs (“Buy Now” vs “Add to Cart”)

If your buttons send mixed signals, customers freeze. Be consistent with wording and make sure the difference between “Buy Now” and “Add to Cart” is crystal clear.

Hidden costs at checkout

Nothing kills trust faster than surprise charges for shipping or taxes at the last step. Be upfront about all costs on the product page itself because transparency boosts confidence. This is the best way to build a rapport with your shoppers.

Ignoring mobile optimization

Most of your audience is shopping on their phones. If your site loads slowly, buttons are hard to tap, or product images don’t scale well, you’ll lose carts before they even begin.

The fix? Simply follow the 9 proven strategies to improve add to cart rate and see your ATC rate go up. Don’t worry, conversions will follow. And if you need tips on how to increase conversions, read How to increase checkout conversion: 13 Proven Ways.

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