Shopping cart abandonment is an ecommerce term used to describe a situation where a visitor leaves a website in the middle of the checkout process, meaning they don’t complete their purchase.
Let’s take a look at some of the most significant facts and figures about shopping cart abandonment!
Top Shopping Cart Abandonment Statistics (Editor’s Choice)
- The average cart abandonment rate is 69.80%.
- Cart abandonment costs ecommerce businesses up to $18 billion in sales annually.
- 39% of potential buyers abandon the cart because the checkout process is too complex.
- Requiring someone to register can cause a 35% drop in sales.
- Hidden extra costs result in 55% of customers abandoning their purchase.
- Cart abandonment for the travel industry is one of the highest at 81.7%.
- The average cart abandonment rate on mobile phones is 85.65%.
- 26% of customers will return to your site through retargeting ads.
Checkout Abandonment Rate Benchmark in 2021
A recent report showed that most of the people abandon their carts simply because they aren’t ready for purchase and they’re just browsing—58.6% reported doing this.
If we take this portion of potential buyers out, people highlighted a plethora of reasons they wouldn’t proceed with the checkout. Shopping cart abandonment stats show almost half of the surveyed consumers (49%) said extra costs that emerge at the checkout (fees, shipping, taxes) are the reason they quit the buying process.
Another 24% abandon their cart because the website required creating an account.
Some other reasons listed as a cause of cart abandonment were: slow delivery (19%), complicated checkout (18%), a distrust with the credit card information (17%), the total cost wasn’t clear (17%), etc.
General Cart Abandonment Statistics You Need To Know
Shopping cart abandonment is one of the biggest issues online sellers face. Figures testify to how minimal changes to a marketing strategy can boost your sales and conversion.
1. The average cart abandonment rate is 69.80%.
If you thought your business was the only one with a high shopping cart abandonment rate, think again.
This percentage indicates that most companies only convert approximately one-in-four of their checkout visitors into paying customers. Optimizing the checkout process is one of the best ways to rectify this issue.
2. Approximately 40% of shoppers add products to their cart with no intention of purchasing.
When looking at shopping cart abandonment effects, small business owners can suffer a dent in their confidence when they see potential customers add items to their baskets yet fail to purchase them.
This statistic shows that it’s the norm for many buyers to add items to their basket for a later date or to compare products.
3. Cart abandonment costs ecommerce businesses up to $18 billion in sales annually.
Additionally, over $4 trillion worth of merchandise sales is reported to be lost due to cart abandonment.
This means that the abandonment reduction strategy is crucial in setting your business up for growth and expansion.
4. The average abandoned cart percentage is at its highest around 8-9 PM.
It appears that more people abandon their carts in the evening. People could be too tired to complete their purchase or wanted next-day delivery and missed the cut-off.
5. Shoppers abandon $4.6 trillion worth of merchandise per year.
The damaging effects of shopping cart abandonment cost every industry enormously.
There is no denying that cart abandonment is an issue that cuts deep into a business’s bottom line. There is some good news, as roughly $2.75 trillion of this lost revenue can be recovered.
In order to recover lost sales, businesses need to manage abandoned carts through successful retargeting strategies.
Shopping Cart Abandonment Reasons
Potential buyers abandon shopping carts for a plethora of reasons—complexity of the process, unexpected costs, slow UX, etc. Take a look at the figures.
6. 39% of potential buyers abandon the cart because entering their personal information at the checkout is too complex.
That means that four out of ten people who make it to the checkout phase of the purchasing find the final process too complicated. Some of the ways businesses tackle this is by keeping their forms short, their buttons large, and their design responsive.
7. 57% of visitors will abandon a cart if the website takes too long to load.
Slow websites and shopping cart abandonment are clearly linked, statistics show. If a website takes too long to load, the potential customer will likely get frustrated, resulting in them leaving the website to look for the product elsewhere.
Not only is this damaging in terms of reducing profitability, but it can also be highly detrimental to consumer loyalty.
8. 16% of people will abandon their cart if the delivery time is too slow.
Out of all shopping cart abandonment stats, this one is less worrying. After all, 16% isn’t a huge figure, yet it is something to consider. If a business can offer quick delivery times or a next-day delivery option, they are bound to capitalize on more sales.
9. The perfect number of checkout form fields is 12.
One of the most critical checkout abandonment rate statistics shows that many people leave their shopping cart when the process is too long-winded. By forcing people to sign-up, become members, or ask for unnecessary information, they become frustrated.
Stats show that the optimal number of fields within the checkout form is 12, which is why businesses need to optimize the checkout process.
10. 25% of shoppers abandon their products because of high costs.
Another reason for ecommerce cart abandonment is high costs. When the time comes to input their card details and complete the purchase, customers may worry about the price.
An excellent way to tackle this type of shopping cart abandonment is to offer special discounts to entice customers to finish their purchasing journey.
11. A lack of a good return policy deters 80% of shoppers from making a purchase.
One of the significant issues when it comes to ecommerce shopping cart abandonment is a bad return policy. If a company doesn’t have a return policy in place or is very vague, it will make people feel less sure about continuing their purchase.
Customers want to feel safe knowing that they can return an item if it was not quite what they were expecting.
12. Requiring someone to register can cause a 35% drop in sales.
We already established that optimizing the checkout process is one of the best online shopping cart solutions. This shopping cart abandonment statistics show why it is so critical. Having a customer sign up to become a member can be beneficial in many ways, such as sending personalized offers.
However, by forcing someone to create an account before buying something, you’re making the checkout process longer and more complicated than it needs to be. More than a third (35%) of customers would not make their purchase.
13. Hidden extra costs result in 55% of customers abandoning their purchase.
The ecommerce average cart conversion will drop if a store adds hidden costs throughout the checkout process. While it may seem like a good idea to display products at their lowest possible rate, then adding on taxes and other fees at the checkout, it rarely works out.
Customers will feel like they are duped. This practice can make a brand appear dishonest, which is something any business wants to avoid.
14. Entering a discount code that does not work has 46% of shoppers abandon their cart.
Businesses often offer coupons as part of shopping cart abandonment retargeting. However, these coupons need to work. Otherwise, customers will end up leaving again.
These days, most customers will search for coupons online before purchasing to ensure that they can get the most bang for their buck. If a customer gets to the checkout and the voucher does not work, this can cause frustration, resulting in them abandoning their purchase altogether.
Shopping Cart Abandonment Rate Per Industry
Of course, shopping cart abandonment isn’t as equally alarming in every industry—some have lower, some higher rates. However, what is clear is that it represents a problem to all businesses, no matter the niche.
15. The gaming sector has the lowest cart abandonment rate at 64.2%.
It seems that gamers are the most reliable when it comes to checking out. With an abandonment rate of only 64.2%, this is one of the lowest compared to other industries.
The fact that gamers tend to read reviews and consider their purchase before adding a game to their basket may be the reason for this low rate.
16. Cart abandonment for the travel industry is one of the highest at 81.7%.
Booking a vacation is costly, and most people like to browse and compare deals before committing to a purchase. Many people will often add different holidays to their basket to see the total cost.
While the rate of abandonment is high for this industry, it is worth noting that many customers do intend to complete their purchase in the future.
17. The industry average for apparel cart abandonment is 68.3%.
When it comes to the fashion industry, the abandonment rate is considerably lower than the average for other industries. The low-risk factor when buying clothes may be the reason for this.
Customers don’t require as much convincing to purchase a new dress as they would buy a two-week vacation overseas.
18. The finance sector’s abandonment rate is 83.6%.
The shopping cart retrieval cost is relatively high in the finance sector when you consider this steep abandonment rate. What can we attribute to this?
One factor is that financial products are often more complicated than other items. Customers require a deeper understanding of the service or product before completing the process.
The fact that more personal details are needed may also be a reason. The time to complete the forms and the amount of prerequisite information required is most likely why consumers abandon financial products.
Online purchasing stats show that customers may find these contracts challenging to understand, which is why they could need further assistance.
19. Out of all products, clothes are the most commonly abandoned.
While the average rate isn’t too high in the apparel sector, clothes are most commonly abandoned out of all products.
Around 40% of shoppers abandon clothes. In the second place, we have tech products, which are left unpurchased 18% of the time. Homeware follows with 16%.
Shopping Cart Abandonment Rate By Device
The cart abandonment varies significantly when the devices from which the browsing is done are concerned.
20. Desktops are the most reliable of all devices, with an abandonment rate of 73%.
When looking at the rate people abandon their carts based on the device, the desktop computer comes out on top. Our desktop computers are more convenient for online browsing.
They provide a quicker and easier shopping experience. At the moment, mobile shopping still causes frustrations with many shoppers.
21. The average cart abandonment rate on mobile phones is 85.65%.
As expected, the average abandonment rate for mobile phones is considerably higher than for desktop devices. Due to the difficulty of completing a purchase on a mobile device, more shoppers abandon carts.
While ecommerce developers are continually improving user experience, there is still a long way to go for the mobile shopping experience to be as good as on desktop.
22. 38% of mobile users abandon carts due to facing issues with entering personal details.
One of the main reasons mobile users do not complete purchases is because they experience trouble entering their personal information. When it comes to shopping cart abandonment reasons, this probably does not come as a surprise.
After all, the small screen can make it difficult to enter data, especially if it is not optimized. A further 27% of mobile users have abandoned a purchase because they have encountered issues while entering their orders.
Shopping Cart Abandonment by Region
People shop differently online worldwide. Take a look at the facts and figures from all the corners of the world and how consumers’ behavior differs across the globe.
23. European countries have the lowest abandonment rate, at just 70.9%.
Compared with the world average, European countries are doing well to avoid shopping cart abandonment. Their abandonment rate is just 70.9% on average.
24. The average ecommerce cart abandonment rate in North America is 74%.
North America also seems to be doing a little bit better than the average. A significant contributor to this is the strong consumerist tendencies of American consumers.
Statistics show that the northern states are doing better than other areas of the country.
25. Digital shopping cart abandonment problems are highest in Asia and the Pacific.
Asian and Pacific countries appear to have the most significant rate of abandonment across the globe.
On average, their abandonment rate is 76.3%, while Japan has the worst rate out of the entire region.
26. 76.1% is the average abandonment rate in the Middle East and Africa.
The Middle East and Africa are parts of the world where the typical shopping cart abandonment rate is higher than the norm.
Ecommerce has not developed as quickly in these locations, which means that there could be more barriers when purchasing items online.
27. Cart abandonment rate in India for ecommerce sites goes from 60–70%.
This means that only around 30 out of a hundred customers who pick out a product they like actually go through with the purchase, which is a defeating score, considering how hard it is to get consumers to that point.
Shopping Cart Abandonment Retargeting
Retargeting is one of the safest bets for getting your customers back on your sites and purchasing something.
28. Almost half of all cart abandonment emails are opened.
Not only do businesses need to consider statistics regarding cart abandonment, but they need to plan how they will recover and retarget the customers they have lost.
Email recovery efforts are undoubtedly the most popular. Companies can send customers emails with special offers to try and entice them to complete the purchase. On average, potential customers will open 45% of these cart abandonment emails.
29. 49.3% of travel abandonment emails are opened.
Shopping cart abandonment email statistics differ depending on the industry. Statistics show that the travel sector has the most result with retargeting emails. Considering the high rate of abandonment in this sector, it’s good news for them.
When offering a special deal to a prospective travel customer, even a 10% saving can be substantial. A discount can encourage the consumer to book before they miss out on the offer.
30. Customers open 38.2% of finance abandonment emails.
Unfortunately, the finance sector is significantly below average in cart abandonment recovery statistics relating to retargeting emails. Combine this with the high rates of abandonment, and it is clear that the financial sector has a big task on its hands when it comes to lowering cart abandonments.
Again, this is bound to be because of the complex nature of these products. Consequently, offering special discounts will be less effective when considering that price probably wasn’t the reason for the abandoned carts.
31. 26% of customers will return to your site through retargeting ads.
Retargeting ads can fix issues with digital shopping cart abandonment and inventory losses, as personalized retargeting advertising can boost ROI by 1,300%. In today’s digital landscape, customers expect businesses to cater to their personal needs.
Companies can do this by using personalized retargeting ads to bring people back to their websites—figures show that three out of four potential buyers notice retargeting ads.
32. Shopping cart abandonment statistics show that 57% of customers said they would like the option of live assistance.
Eighty-three percent of people stated that they need support during the customer journey, helping them make it through completing the purchase. There is evidence to show that live chat reduces cart abandonment, as 57% of people said that they would like to have the ability to get live assistance.
If they are struggling to complete a purchase or have a query about a product, live chats will enable them to get the help they need rather than aborting the purchasing process altogether.
33. Google and Facebook retargeting cart abandonment get the best results.
Facebook and Google Display Network are the most effective ways to retarget customers. Facebook advertising statistics imply it’s an excellent platform for remarketing, as one billion users are logging into their accounts every day.
Google Display Network serves more than one trillion impressions to over one billion users every month.
Shopping Cart Abandonment Statistics—The Takeaway
There you have it: an insight into some of the most essential shopping cart abandonment statistics for 2021.
It’s vital to be aware of these facts because they help you understand what is needed to optimize your checkout process and ensure customers complete their purchase.
Frequently Asked Questions (FAQ)
The worldwide average is 75.6%. However, the percentage of abandoned carts can range anywhere from 50% to 80%, as there are many different factors that influence shopping cart abandonments.
Many elements come together to determine the likelihood of a customer abandoning their shopping cart from industry to device.
According to Statista, shoppers abandoned 88.05% of all online shopping orders in March 2020. Of course, this is also the month whereby the COVID-19 pandemic started to become a significant problem in many countries, which could have had a considerable impact.
There are many different reasons why people abandon their shopping carts before checking out. Some of these reasons include the following:
- Lack of customer support.
- A declined credit card or debit card.
- They were not happy with the return policy.
- The website had errors, crashed, or was too slow.
- Express shipping was not available.
- They could not find a coupon code.
- The checkout process was too long and confusing.
- Concerns regarding payment security.
- The user was researching to purchase later.
- Being forced to create a new membership account.
- Unexpected shipping costs.
If a customer abandons their cart, businesses should not forget about them. Retargeting these customers with special deals via email can be an excellent way to get the custom back. Even recovering five percent of all abandonments can make a huge difference in revenue. After all, you could potentially create a loyal customer for the future.
Shopping cart abandonment can undoubtedly differ depending on the platform. Around 77% of all orders placed into Etsy shopping carts are abandoned. Etsy has been committed to launching new tools to try and fight this.
Shopping cart abandonment statistics show that Etsy gave shop owners the ability to send targeted offers to shoppers who added products to their cart but did not check out. These offers could include free shipping or a small discount.