The sheer power, force and impact of the water against the coastline. It is greatest under storm conditions when hundreds of tonnes of water may hit the rock face.
Particles/material carried by the waves are reduced in size as they collide with the rock face and one another. Boulders, pebbles are broken down into sand-sized particles, which are easier for the waves to carry away
The breaking waves throw sand and pebbles against the rock face. These break off pieces of rock and cause undercutting. In large storms boulders will also be fung against the cliff face, causing even greater damage.