The average shopping cart abandonment rate globally is 71.61%
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Cart abandonment rate statistics
In October, the shopping cart abandonment rate from Beauty & Personal Care was the highest, at 83.29% – this is a 1.47% spike from September. In general, over the past twelve months, Beauty & Personal Care has seen the highest shopping cart abandonment rates, at 82.59%, and Consumer Goods has seen the lowest, at 42.78%.
APAC has witnessed the most abandoned carts overall (78.92%), followed by EMEA (76.48%), and then Americas (70.8%). And in terms of device type, mobile has been responsible for 77.24% of shopping cart abandonment, with tablet representing 65.25%, and 60.6% from desktop.
How to calculate cart abandonment rate
Identify the total number of completed purchases that have occurred over a fixed period of time (i.e. one month) and divide it by the number of shopping carts created within the same period. Subtract this number from 1, and then multiply the result by 100 to calculate cart abandonment rate.
The formula is as follows:
For example, if 200 people completed purchases this week and 850 carts were created, the shopping cart abandonment rate would be 76%.
Why do users abandon shopping carts?
Shopping cart abandonment is defined as the process in which a consumer adds an item to the cart but leaves the site without completing checkout.
There are a number of factors that contribute to high cart abandonment rates. For starters, not every site visitor is truly in search of a product to purchase within their session; some are seeking inspiration, exploring a new brand, identifying products to gift, comparing prices between products across sites, or simply window shopping.
However, according to other cart abandonment statistics in the market, there are a number of reasons why users walk away without making a purchase:
- 55% of shoppers abandon carts due to unexpected fees, including shipping costs1
- 21% abandon the site due to complicated or lengthy checkout experiences2
- 17% cite lack of trust as cause for abandonment, fearing credit card theft or other security concerns2
Strategies to reduce cart abandonment rate
Continue to actively track and analyze your shopping cart abandonment rate using the formula above.
Then, consider deploying this proven shopping cart abandonment recovery strategy, which breaks down how to combat the three distinct stages of abandonment: pre-abandonment, display of abandonment intent, and post-abandonment. By learning about the behavioral characteristics of each group of “abandoners,” you can more effectively tailor segmented experiences and execute personalized campaigns, turning lost sales into conversions.
A strong triggered email plan can also significantly lower cart abandonment rate. In fact, a third of clicks on emails sent post-abandonment lead to a purchase.
From exit-intent overlays, free shipping thresholds, retargeting ads, popup cart reminders, and more – there are so many ways to minimize revenue loss, many of which you can visualize using this shopping cart abandonment use case tool.
Additionally, you can explore real-world strategies around abandonment and re-engagement that are being used by some of the leading eCommerce brands in the industry. A few of which you’ll find below:
- Surveying first-time purchasers to better understand what attracted them to the brand
- Using a sliding drawer to recommending previously viewed products for returning mobile visitors
- Targeting price shoppers with a surprise coupon
- Reminding returning customers where they left off
To close, marketers should embrace some of the innovative ideas mentioned throughout this page to better address each shopper’s needs on a personal level. As doing so can mean the difference between a lost and loyal customer.
Explore six other KPIs and discover how you compare using our eCommerce statistics