A continue shopping link in the cart: keep shoppers in the store
A cart without a way back to the catalogue is a dead end. See how a continue shopping link works and where to place it.
2 min read
Area
CRO & UX
Severity
Low
Fix effort
Small
Stores failing
Not enough data
A continue shopping link in the cart takes the shopper back to the catalogue to add more items. Without it, the only way out is the back button, and many shoppers who wanted one more item leave instead. This check looks for the link on the cart page.
Why it matters
The cart is also a decision point, and shoppers use it to review the order. If they remember a missing item, the path back should be obvious. Stores selling items usually bought together benefit the most.
What the audit looks at
The audit reads the cart page and looks for a link back to a collection or the catalogue.
What usually causes it
- A cart template with the link removed to push the checkout button
- A cart drawer with no link to the catalogue
- A link that goes to the home page rather than a collection
- A theme that hides the link on mobile
How to fix it
Add a continue shopping link to the cart. The effort is small, usually a setting or a paste and under 30 minutes.
- A shopper who wants to keep browsing needs a way back that is not the browser button, or the cart becomes a dead end.
- Link it to your main collection or all-products page, and show it both on the cart page and in the empty cart.
On Shopify
- Online Store > Themes > Customize, open the Cart page template, and look for a continue shopping link or button setting in the cart section.
- If your theme has none, edit the cart section in Edit code and add a link to /collections/all.
On WooCommerce
- Most themes show a Return to shop link in the empty cart; for a cart with items, add a link to your shop page in your child theme cart template (cart/cart.php) rather than editing the plugin.
How to check it yourself
- Add an item to the cart and look for a way back to browsing.
- Click it and see where it leads.
- Check the drawer and the full cart page separately.
Frequently asked questions
Will a continue shopping link reduce checkout?
It gives people a choice, and most take the checkout button when ready. Removing it forces rather than persuades.
Where should it lead?
To the collection the shopper last visited, or the main catalogue.
Related checks
Check your own store
See whether your store passes this check
Paste your store URL. The audit loads your pages in a real browser and shows the result for this check with the evidence behind it.