Introduction
Contents
- Introduction
- Editor’s Choice
- What Is The Cart Abandonment Rate?
- Global Online Shopping Cart Abandonment Rate Statistics
- Top Reasons For Abandoning Online Shopping Carts Statistics
- Cart Abandonment And Security Statistics
- Fashion Cart Abandonment Rate Statistics
- Nonprofit Abandonment Statistics
- Regional Cart Abandonment Rate Statistics
- Shopping Cart Abandonment Strategies For Optimisation
- Cart Abandonment Demographics Statistics
- How To Recover Lost Sales From Abandoned Carts
- Conclusion
Cart Abandonment Rate Statistics: Cart abandonment is a significant issue for online stores, where many customers add items to their carts but fail to complete the purchase. Knowing the cart abandonment rates is important for businesses that want to improve their sales.
Various reasons cause cart abandonment, such as surprise fees, complicated checkout processes, or a lack of confidence in the website’s security. By tracking these rates, businesses can identify opportunities to reduce abandonment and increase sales. This article will shed more light on Cart Abandonment Rate Statistics.
Editor’s Choice
- Cart abandonment rate statistics indicate that approximately 69% of online shopping carts are abandoned.
- A study by Baymard Institute reveals that this rate can range from 56% to 81%, depending on factors such as industry or location.
- The Caribbean region has the highest cart abandonment rate, at 92.2%, while the Asia-Pacific region has the lowest, at 76.3%.
- B2C companies that utilise automated systems to address cart abandonment experience a 50% increase in their conversion rates.
- Products left in abandoned carts add up to $4 trillion annually.
- Retargeting ads can bring back as much as 26% of customers who abandoned their carts.
- The cart abandonment rate on Black Friday was 76.63%, and on Cyber Monday, it reached 80.25%.
What Is The Cart Abandonment Rate?
Abandonment rates indicate the frequency at which customers leave your website without making a purchase after adding items to their shopping cart. This statistic compares the number of people who show interest in your products to the number who actually complete their purchase. To calculate your cart abandonment rate, use this formula:
Completed Purchases / Carts with at least one item × 100 = Cart Abandonment Rate Cart abandonment rates have been rising. According to Business Insider, in 2016, $4.6 trillion worth of products were left in abandoned carts, up from $4.2 trillion in 2013. This increase is primarily due to the rise of e-commerce sites and ads, making the market more competitive.
The problem of cart abandonment is worsening, particularly with smaller screens. Here are the abandonment rates by device:
- Desktop: 73% abandonment rate
- Tablet: 81% abandonment rate
- Mobile: 86% abandonment rate
Although these numbers seem high, they allow businesses to improve the shopping experience and engage with customers across all devices. Companies that address this issue effectively can gain loyal customers and increase revenue.
Global Online Shopping Cart Abandonment Rate Statistics
(Reference: statista.com)
- Cart abandonment rates have risen steadily since 2014, with a notable increase in 2023, reaching a rate of 70%. This is more than a 10% increase compared to the beginning of the period in question.
- When people shop online, they tend to spend more on desktop computers.
- In December 2023, the average e-commerce purchase made on a desktop was around $159.
- Purchases on mobile devices and tablets were slightly lower, between $100 and $105.
- While consumers add more items to their carts on mobile devices for convenience, desktop computers are still preferred for more expensive purchases.
- Cart abandonment rate statistics indicate that online marketplaces are the most popular destination for global shoppers.
- As of April 2024, 29% of consumers chose marketplaces as their favourite shopping platform, followed by physical stores and retailer websites.
- Amazon is the most popular online marketplace, accounting for approximately 20% of global traffic in December 2023.
- Amazon’s sites in Germany and Japan ranked third and fifth among the top online marketplaces, respectively, demonstrating its dominance in the e-commerce world.
Top Reasons For Abandoning Online Shopping Carts Statistics
(Reference: sellerscommerce.com)
- Nearly 48% of shopping carts are abandoned because of high shipping costs and taxes added at checkout. The second most common reason for cart abandonment is being forced to create an account (26%).
- Offering free shipping could greatly lower the cart abandonment rate. We’ll discuss this further in the next section. But before that, let’s look at the 10 main reasons shoppers abandon their carts.
Reasons to Abandon Online Shopping Carts | Share of People |
The credit card was declined | 10% |
Not enough payment methods | 13% |
The website crashed during checkout | 17% |
Unsatisfactory returns policy | 18% |
I couldn’t see/calculate the total order cost up-front | 21% |
Long or complicated checkout process | 22% |
Slow delivery speed | 23% |
Lack of trust in the site with credit card information | 25% |
Mandatory account creation before checkout | 26% |
Additional charges at final checkout (shipping, tax) | 48% |
Cart Abandonment And Security Statistics
- Cart Abandonment Rate Statistics stated that 31% of Online Shoppers Choose Security Over Convenience.
- Customers are more concerned about the safety of their data than the convenience of a quick checkout.
Here’s what you can do:
- Use SSL certificates to show that customer data is encrypted and secure.
- Display trusted badges like Digicert and Verisign.
- Offer popular payment methods like Visa, American Express, and Mastercard.
(Source: drip.com)
- 18% of Shoppers Don’t Trust eCommerce Sites With Credit Card Details
- With phishing scams on the rise, shoppers want to secure their credit card info. Using trust and payment badges helps show that your site is safe.
- Cart Abandonment Rate Statistics state that 66% of Major US e-commerce sites do not highlight credit card security.
- Most customers aren’t tech-savvy, so they trust websites more when they see security signals like trust badges, secure locks, and microscopy. If these are missing, customers might think the site is unsafe.
- 35% of Customers Will Leave Their Cart Without Trust Badges
- Customers may abandon their carts if your site doesn’t show trust badges. Some helpful trust badges include:
- Free shipping
- Express checkout
- SSL checkout
- Fast shipping (40% of carts are abandoned if shipping takes 8+ days)
- Return policies (like 100% money-back or 30-day guarantees)
- Payment trust badges (such as Visa, Amex, and PayPal)
(Reference: drip.com)
- According to a CXL study, McAfee (79%), Verisign (76%), and PayPal (72%) are the most trusted. Other interesting findings:
- Millennials trust Google Trusted Stores more than other age groups.
- Gen Y likes Sitelock.
- PayPal is most popular with people over 50.
- PayPal users have a higher conversion rate because it speeds up checkout. Brands that added PayPal throughout their sites saw a 61% boost in overall conversions.
- A TrustPulse study found that forms with trust badges had a 42% higher conversion rate than those without. The VeriSign badge helps show credibility.
- 60% of Shoppers Abandon Their Carts Due to Missing Trust Badges
- Cart Abandonment Rate Statistics stated that 75% of Customers Don’t Complete Checkout Because Trust Badges Aren’t recognized
- 54% of Shoppers Abandon Checkout When Payment Options Are Limited
- Offering only credit and debit cards can lead to cart abandonment.
- Around 22% of customers will leave if they can’t use their preferred payment method.
- To reduce cart abandonment, add payment options like PayPal, Apple Pay, Google Pay, and Buy Now Pay Later (BNPL).
- 20% of Consumers Use BNPL to Protect Their Personal Information
Fashion Cart Abandonment Rate Statistics
- The fashion industry has the highest cart abandonment rate, at 84.56%. Travel is second, at 81.7%, and retail is third.
- Travel bookings have a high cart abandonment rate of 81.7% because people usually take a lot of time to plan and research their trips.
- Around 68.3% of customers abandon their carts in the fashion and clothing industry.
(Reference: wisernotify.com)
- The fashion industry struggles to reduce its cart abandonment rate, which is currently at 68.3%.
- Cart Abandonment Rate Statistics stated that clothing has one of the highest cart abandonment rates, with about 40% of items left in the shopping cart.
- The cart abandonment rate in the beauty and personal care category is 82.87%, the highest it has been in the past year.
- Jewellery, accessories, fashion, and clothing items have cart abandonment rates between 72% and 73%.
(Source: wisernotify.com)
Nonprofit Abandonment Statistics
- Nonprofit shoppers are typically thoughtful and want to understand the genuine purpose behind the businesses they support.
- These customers tend to conduct thorough research before making a purchase. It’s essential to demonstrate the value of their donation and clearly explain how it will benefit the nonprofit and the people they serve.
- When a customer leaves their shopping cart, it doesn’t mean the sale is gone for good.
- If you have their email address, you can follow up with them, remind them about their cart, and try to win back the sale.
(Source: bolt.com)
- One of the best ways to win back abandoned shopping carts is by sending recovery emails.
- These emails can be set up to send automatically based on your business setup. It’s important to track how many recovery emails are opened, how many people click the links inside, and how many clicks turn into sales. Here are the average recovery rates:
- 45% of cart recovery emails are opened
- 21% of opened emails get clicked
- 50% of people who click end up buying something
(Source: bolt.com)
- Recovery rates can vary depending on the industry, so it’s wise to continually test and refine your cart recovery strategy.
- To maximise the effectiveness of your email campaigns, it’s essential to understand the distinction between remarketing and retargeting. You can also measure the effectiveness of each email in a series.
- Try A/B testing your email subject lines, and consider adding coupon offers in later emails to encourage more customers to return.
- Also, make sure that moving from cart to checkout is easy and without technical problems.
Regional Cart Abandonment Rate Statistics
- Cart Abandonment Rate Statistics stated that more shoppers have left items in their online carts.
- This trend is primarily driven by increased competition, higher customer expectations, shifting online shopping habits, and unexpected costs during checkout. A chart illustrates the increase in cart abandonment over the years.
- Asia has one of the highest cart abandonment rates worldwide.
(Reference: statista.com)
- According to DHL’s Global Online Shopper Survey 2023, 92% of Indian and 87% of Thai shoppers said they abandoned their carts because of concerns about sustainability.
- Brands that don’t show commitment to eco-friendly practices often lose more customers.
- Also, 45% of Chinese shoppers prefer delivery options that allow packages to be left with a neighbour or at a safe spot, but many stores don’t provide these choices.
- Other big issues include the lack of free shipping and free returns.
- Cart abandonment continues to rise in Europe, with Bulgaria showing the highest rates.
- Major reasons include expensive shipping, slow website performance, and a limited number of payment methods.
- Requiring shoppers to create an account before purchasing and limiting delivery choices also push customers to leave without making a purchase.
- North America’s online cart abandonment rate stands at 79.14%
- In North America, particularly in the U.S., customers often leave carts due to high shipping fees. Other factors include slow deliveries, forced account creation, and worries about entering credit card details.
- Meanwhile, fewer delivery options and declining credit card use affect abandonment rates less.
- Shopping cart abandonment is becoming a bigger issue in Latin America. The main problems are the limited payment options and the inconvenience of having to pay in foreign currencies.
- Cart Abandonment Rate Statistics stated that Africa’s shopping cart abandonment rate is 85.15%
- Africa ranks second globally for the highest cart abandonment rate. Hard-to-us payment systems and long delivery wait times are the main reasons customers leave without finishing their purchases.
- 88% of online shoppers in Australia abandon their cart.
- Due to cart abandonment, Australian eCommerce stores are losing about $18 billion each year.
- The biggest reason is high shipping costs, which cause 63% of shoppers to reconsider their purchase after seeing the final total.
Shopping Cart Abandonment Strategies For Optimisation
- Nearly 79% of customers say free shipping makes them more likely to shop online
- Free shipping is a big reason many people buy online. Brands that offer free shipping can help lower their cart abandonment rates.
- Giving customers extra perks like free returns and exchanges (preferred by 54% of shoppers) and same-day delivery (wanted by 42%) can also help boost online sales.
(Reference: 99firms.com)
- Optimizing the checkout process can increase sales by 35.26%
- The good part is that businesses can improve this themselves. Making the checkout smoother—like fixing issues with discount codes and coupon claims and addressing customer complaints—can help reduce cart abandonment and boost sales.
- The best checkout process should have no more than seven fields and 12 form elements.
- It’s essential to have a straightforward checkout process. Instead of asking for the first and last names in two separate fields, combine them.
- Cart Abandonment Rate statistics indicate that address information, which typically spans several fields, can be condensed into a single field.
- Right now, most checkouts that aren’t optimized have around 24 form elements and 15 fields, which can make the process harder for shoppers.
Cart Abandonment Demographics Statistics
(Reference: mobiloud.com)
- Cart Abandonment Rate Statistics stated that people aged 25-34 are most likely to leave items in their shopping carts.
- The study showed that 21% of people in the 25-34 age group abandoned their carts at least once. The next most common age groups were 35-44 (20%) and 45-54 (13%).
- Overall, 81% of people surveyed said they had abandoned a cart at least once.
How To Recover Lost Sales From Abandoned Carts
Here are seven simple tips to help you reduce cart abandonment and bring back lost sales based on shopping cart abandonment data:
1. Simplify the Checkout Process
A fast and easy checkout leads to fewer abandoned carts. Two main reasons customers abandon their carts are long or complicated checkout steps. To reduce this, make your checkout as smooth as possible by minimizing clicks and form entries, especially for mobile users.
2. Offer Guest Checkout
Although collecting customer information for future sales is useful, many shoppers don’t want to create accounts. Around 25% of shoppers abandon their carts because they don’t want to register. Allowing customers to check out as guests can help them complete their purchase.
3. Provide Fast and Low-Cost Shipping
High shipping costs and long wait times are common reasons for cart abandonment. Customers who see expensive shipping fees or long delivery times might leave their cart. Offering quick and low-cost (or free) shipping can help reduce abandonment.
4. Build Trust with Your Customers
Trust is a big factor when it comes to online shopping. Customers want to be sure they are buying quality products and that their information is secure. Adding customer reviews, trusted payment options, and clear guarantees can help build trust and make shoppers more comfortable.
5. Ensure Your Website Loads Fast and Is Error-Free
Slow websites or technical issues can cause shoppers to abandon their carts. Ensure your website is fast and works smoothly to improve the user experience and reduce frustration.
6. Optimize for Mobile Users
Mobile shoppers tend to abandon their carts more than desktop users because mobile checkout is often harder to use. Since 38% of online shopping in the U.S. is done on mobile, making your site mobile-friendly is important. Simplify the checkout by cutting down on form entries, saving customer info for quicker purchases, and offering mobile payment options.
7. Follow Up with Abandoned Cart Reminders
Don’t let abandoned carts slip away. Send email reminders, use retargeting ads, and send push notifications to bring customers back and encourage them to complete their purchases.
Conclusion
To sum up, cart abandonment is a big issue for online stores, with rates varying by industry and region. But by understanding why shoppers leave their carts and taking steps to fix it, like making checkout easier, offering guest checkout, providing quick and cheap shipping, and improving the mobile experience, stores can reduce abandonment and recover more sales.
Following up with abandoned cart emails and ads can also help turn lost sales into successful purchases. Addressing these factors will improve customer experience and increase sales and revenue. We have shed enough light on Cart Abandonment Rate Statistics through this article.