90 Compelling Shopping Cart Abandonment Statistics: 2024 Data, Causes, & Analysis

Online shopping makes for an exciting time for buyers as websites like Amazon, Walmart, and eBay flash the rosiest deals on a multitude of products. It is tempting to add all of them to a virtual shopping cart, and many people do so. However, in the end, not all of the items get to see the light of day outside the virtual drawer. In fact, many of the carts are left abandoned.

Shopping cart abandonment points to missed opportunities for retailers to make conversions. In 2021, goods worth an estimated $4 trillion were abandoned. This could be rooted in a litany of reasons, such as pricing issues, better deals from competitors, slow-loading sites, or the customer not being ready to make a purchase. There are many other potential causes for these, and we will supply the numbers for each.

This guide shines a light on the latest shopping cart abandonment statistics. It covers the cart abandonment rates in various industries, the demographics of abandoners, and the cost of abandonment. With the help of the data, retailers can turn their wares into offers customers can’t refuse. In the end, they will know how to properly leverage their shopping cart software.

What is Shopping Cart Abandonment, and Why Does It Matter?

Shopping cart abandonment refers to customers adding products to their online shopping cart but leaving the website without completing the purchase. This is one of the biggest challenges in e-commerce, as it directly impacts conversion rates and overall sales. The abandonment rate can vary, but statistics show it typically ranges between 60% and 80% across different industries.

Abandoned carts represent lost revenue, and understanding this behavior is crucial for businesses to address. Cart abandonment can happen for various reasons, such as unexpected shipping fees, complicated checkout processes, or simply a lack of trust in the website’s security. For businesses, this means losing out on immediate sales and facing the cost of remarketing efforts to bring those customers back.

Furthermore, the prevalence of shopping cart abandonment means many potential customers disengage before finalizing their purchase. This underscores the importance of having strategies in place to minimize abandonment, including optimizing the user experience and simplifying the checkout process. In fact, studies show that improving cart recovery tactics could result in significant increases in revenue for e-commerce stores.

By recognizing the factors that contribute to cart abandonment and understanding its financial implications, businesses can take proactive steps to improve conversion rates and turn abandoned carts into completed sales.

Overview of Shopping Cart Abandonment Statistics

The allure of consumer goods isn’t enough for many shoppers to part with their hard-earned dollars. As shopping cart abandonment statistics for 2022 reveal, the average cart abandonment rate ranges from 59.2% to 79.8%. Although the rates were lower in 2021 than in 2020, this is still a cause for concern among online retailers. Improving customer experience helps in this regard.

• The average shopping cart abandonment rate was 79.8%, which is 9% lower than that of 2020 (SaleCycle, 2021).
• However, a report from Fresh Relevance placed the same metric at 59.2% (Fresh Relevance, 2021).
• Meanwhile, Baymard Institute reported the average cart abandonment rate at 68.8% (Baymard Institute, 2021).
• The operating system with the highest cart abandonment rate is iOS (81.5%), followed closely by Android (81.3%), then by OS X (71.9%) and Windows (68.3%) (Kibo, 2021).
• As for the sources, social channels had the highest abandonment rate at 89.3%, followed by email (80.6%), direct (78.9%), and search (75.3%) (Kibo, 2021).
• The shopping cart abandonment for Black Friday 2021 was 76.63% (SaleCycle, 2021).
• As for Cyber Monday 2021, the rate was 80.25% (SaleCycle, 2021).
• Abandonment occurs the most on Sundays while the peak hour per day is at midnight (SaleCycle, 2021).
• On the other hand, abandonment occurs the least on Fridays while the hour of least occurrence is 9 AM (SaleCycle, 2021).

By World Region

Nations with strong economies like the United States and the United Kingdom have noticeably lower cart abandonment rates and higher conversion rates. This points to the spending power of their respective populace, as seen in their high average order value. With more disposable income comes fewer considerations to complete a purchase, as evidenced by the growing ecommerce sales in the US.

• In Q3 2021, the shopping cart abandonment rate in the US was 76.2%, lower than that of Europe, the Middle East, and Africa (81.7%), Great Britain (77.8%), and the rest of the world (84%) (Kibo, 2021).
• For the US, this represented a decrease of 1.5% from Q3 2020 (Kibo, 2021).
• However, in a study by SaleCycle, it was found that the Middle East had the highest cart abandonment rate with 90.88%, followed by South America (86.5%), Africa (86.37%), North America (83.48%), the Asia Pacific (82.49%), and Europe (81.49%) (SaleCycle, 2021).
• North America had the highest add-to-cart rate among all world regions with 7.88%, followed by Europe, the Middle East, and Africa (5.35%) and the Asia Pacific region (3.92%) (Dynamic Yield, 2021).
• China is the world’s biggest online market with a 52.1% share of all retail ecommerce sales. This is followed by the US (19%), the UK (4.8%), Japan (3%), South Korea (2.5%), Germany (2.1%), France (1.6%), India (1.4%), Canada (1.3%), and Brazil (0.8%) (eMarketer, 2021).
• As for conversion rates, Great Britain leads the pack with 4.1%, followed by the US (2.7), Europe, the Middle East, and Africa (2.1%), and the rest of the world (1.5%) (Kibo, 2021).
• Meanwhile, the region with the highest average order value is the US with $148.51, trailed by Europe, the Middle East, and Africa ($147.98), other regions of the world ($142.42), and Great Britain ($106.72) (Kibo, 2021).

By Industry

As we analyze the cart abandonment rate by industry, a couple of patterns stood out. Pricey items like cars, furniture, and airline tickets are more frequently dropped while immediate needs like grocery goods, clothing, and utilities tend to convert more. After all, consumers have become more practical, given how COVID-19 has driven a shift in lifestyles and priorities. A CRM platform can help a lot of businesses increase conversions.

• The product categories with the highest shopping cart abandonment rate are telcos (94.77%), automotive (89.11%), airlines (88.87%), home furnishings (88.64%), fashion (88.57%), luxury (87.78%), travel (85.22%), baby and child (85.1%), cruise and ferry (83.96%), and jewelry (83.73%) (SaleCycle, 2021).
• However, a study by Moosend shows different results with finance having the highest cart abandonment rate at 83.7%, followed by travel (82.2%), non-profits (82.1%), retail (77.3%), fashion (67.6%), and gaming (67.4%) (Moosend, 2021).
• In addition, the cart abandonment conversion rate across all sectors is 24.18%, foremost of which are fashion with 28.89%, retail with 28.88%, travel with 22.80%, and utilities with 16.12% (SaleCycle, 2021).
• In 2021, the abandonment rate of grocery goods stood at 61.13%, which is a 22.84% decrease from 2020 (SaleCycle, 2021).
• Cart abandonment for beauty products also decreased by 7.6% in 2020 (Today, 2020).
• Meanwhile, the abandonment rate of fashion products increased from 84.3% to 96.5% at the onset of COVID-19 (Today, 2020).

Add-to-Cart Rate Statistics

The add-to-cart rate is inversely proportional to cart abandonment because it alludes to the odds of shoppers adding goods to their carts. As shown by the latest ecommerce statistics, immediate needs like food, clothing, and beauty products have higher rates add-to-cart rates and lower cart abandonment rates. On the other hand, luxury items such as jewelry and furniture have low add-to-cart rates and high abandonment rates.

• The average add-to-cart rate ranges from 2.5% to 6.88% (Lido, 2021; Dynamic Yield, 2021).
• In December 2021, the average add-to-cart rate shot up to 7.44% (Dynamic Yield, 2021).
• Moreover, having an add-to-cart rate of over 9.8% would put a website in the top 20% of all online stores in terms of add-to-cart rate, and having over 12.3% would put a seller in the top 10% (Littledata, 2022).
• Meanwhile, having an add-to-cart rate of less than 3% would mean that a store is among the worst 20% of stores, and having less than 2.1% would put a seller among the worst-performing stores (Littledata, 2022).
• The food and beverage category had the highest average add-to-cart rate among all product categories at 11.6% while the luxury and jewelry category had the lowest at 3.56% (Dynamic Yield, 2021).
• In December 2021, food and beverage had the highest add-to-cart rate at 11.23%, followed by beauty and personal care (9.44%), fashion and apparel (8.26%), multi-brand retail (7.94%), consumer goods (4.5%), home and furniture (4.38%), luxury and jewelry (3.63%), and pet care and veterinary services (3.46%) (Dynamic Yield, 2021).
• Product recommendations can result in 33% higher average order values (Kibo, 2021).

Data on the Cost of Shopping and Abandonment

Cart abandonment equates to lost opportunities. The $4 trillion worth of dropped items could have been revenue for sellers. There will be cases when a site’s guests are simply window shopping, but a high average cart abandonment rate means that underlying concerns are present, which drive customer behavior. Fortunately, these losses can be recovered through certain improvements, as seen in the case of checkout flow optimization.

• In 2021, the estimated value of merchandise abandoned in online carts was $4 trillion (Swrve, 2021).
• In the US, the value of abandoned goods in digital carts was $705 billion (eMarketer, 2021).
• Meanwhile, lost orders worth $260 billion can be recovered through checkout flow optimization (retailbiz, 2021).
• The total retail ecommerce sales worldwide in 2021 was an estimated $4.89 trillion and was projected to reach $6.39 trillion by 2024 (eMarketer, 2020).
• In addition, ecommerce accounted for 19.5% of all retail sales in 2021 and is projected to grow to 21.8% by 2024 (eMarketer, 2020).
• Moreover, in the US, the total online sales for the third quarter of 2021 reached $214.586 billion, registering a 6.6% year-on-year increase (U.S. Department of Commerce, 2021).
• It is also important to note that a cart abandonment rate of 65% creates a 97.9% conversion gap (StableWP, 2021).

Shoppers Who Abandon Shopping Carts Statistics

The highest incidence of cart abandonment can be seen among mobile users, since most people use their phones to surf the web. Meanwhile, those who spend more online like US and UK shoppers are less likely to drop items on their virtual carts as shown by the previous shopping cart abandonment statistics.

• According to a survey by CSA, 86% of online shoppers abandoned an item on their carts before checkout (CSA, 2021).
• As such, 31% of shoppers plan to buy the items they saw at a later time (Chargebacks911, 2021).
• In the US, mobile phone shoppers had the highest cart abandonment rate with 80.5%, followed by tablet shoppers (71.6%) and desktop shoppers (67.8%) (Kibo, 2021).
• Additionally, desktop shoppers had the highest add-to-cart rate at 7.92%, followed by tablet shoppers (7.47%) and mobile shoppers (6.35%) (Dynamic Yield, 2021).
• In the UK, what most shoppers do after abandoning a cart are purchase from the same website at a later date (31%), buy from a different seller (26%), stop buying (23%), and go to a physical store to buy (8%) (Royal Mail, 2020).
• Moreover, UK shoppers spend the most online with a $4,201 ecommerce spend per capita. This was followed by the US ($3,428), South Korea ($2,591), France ($1,946), and China ($1,855) (WebsiteBuilderExpert, 2021).

Leading Shopping Cart Software

1. Wix. This popular platform lets you create websites that reflect your branding while integrating shopping cart and ecommerce. Find out more in this Wix review.
2. X-Cart. Your ecommerce business can find success with this powerful shopping cart solution. You can find details about it in our X-Cart review.
3. BigCommerce. More than just a shopping cart application, this robust ecommerce offering gives you full control over your online store. Our BigCommerce review examines its tools and features.
4. Shopify. With this site, you do not have to worry about the technicalities and focus on your store instead. Learn what this shopping cart and webshop solution offers in our Shopify review.
5. 3dcart. Customizable shops and shopping carts are only a few of the features of this platform. You can discover more in this 3dcart review.

Reasons for Shopping Cart Abandonment Statistics

While it’s true that most shoppers were not ready to buy when they dropped items, a large proportion failed to complete transactions due to problems with the way selling was conducted. High fees, tedious steps, and inconvenient policies are just some of the major concerns of shoppers. To address such problems, a solution like a customer experience management platform should come in handy.

• 58.6% of shoppers abandoned their carts because they were just browsing or were not ready to buy at the moment (Baymard Institute, 2021).
• Moreover, the biggest reason why customers abandoned past online transactions outside of saying “just browsing” was high extra costs (shipping, tax, fees) (49%). This was followed by mandated account creation (24%), slow delivery (19%), long and complex checkout process (18%), and a lack of trust with credit card info (17%). Another 17% also said they abandoned online transactions because the total cost isn’t displayed (Baymard Institute, 2021).
• 15% of consumers abandoned items on their cart because they couldn’t remember their password (CSA, 2021).
• In addition, 20% of shoppers abandon carts because the website was too slow to load (Moosend, 2021).
• More on websites, 22% of customers abandon carts due to the website crashing or having too many errors (Chargebacks911, 2021).
• Meanwhile, 10% of shoppers drop items because the site has an unsatisfactory return policy (Chargebacks911, 2021).
• The average US checkout flow also carries 23.38 elements. If only form fields are counted, the average is 14.88 (aCommerce, 2021).
• In the retail sector, the top reason for cart abandonment is that the shopper was just looking with a share of 34%, followed by shipping issues (23%), the shopper wanted to compare prices (18%), the item was bought in a physical store (15%), lack of payment options (6%), and technical issues (4%) (SaleCycle, 2021).

Cart Abandonment Prevention Statistics

An ideal way to hit the cart abandonment rate industry benchmark is to listen to the concerns of online shoppers. Most of them want an easier time finding and buying goods. Likewise, making the buying and checkout processes simpler and faster would likely reduce the rate at which items are dropped. The trick is to improve customer experience (CX).

• 55% of shoppers are more likely to buy if there is an easier and quicker way to buy a product they saw online (CSA, 2021).
• In fact, 77% of shoppers prefer buying on Amazon due to its easy checkout process (CSA, 2021).
• Additionally, 40% of shoppers are more confident to buy if an online store has multiple payment options (StableWP, 2021).
• Interestingly, 3 out of 4 shoppers notice retargeted online ads (Invesp, 2020).
• Also, over 80% of shoppers feel more secure when they see credit card logos on a retail website (StableWP, 2021).
• Around 50% of small- and medium-sized businesses experienced a boost in sales from free shipping (StableWP, 2021).
• Moreover, 35% of shoppers were very likely to shop more if an online store made the returns process simpler (SaleCycle, 2021).
• Customer ratings and reviews are the top consideration when buying products online, as stated by 94% of shoppers, followed by free shipping (78%), choice of brands (65%), and recommendations from friends and family (60%) (PowerReviews, 2021).

Solutions to Cart Abandonment

Direct solutions to cart abandonment are available, and one of the most reliable ones is sending SMS messages to shoppers. With a mobile marketing app, users can quickly notify shoppers that left their orders. SMS has high open and clickthrough rates, which can lead to conversions. Other solutions like shortening checkout flow as well as the use of CRM and CDP software also work.

• Up to 20 carts can be recovered for every 100 SMS abandonment messages sent to customers (retailbiz, 2021).
• In addition, SMS abandonment messages have an open rate of 98% and a clickthrough rate of 36% (SaleCycle, 2021).
• Moreover, the effective use of a 60-minute delay potentially leads to the recovery of up to 16.4 orders for every 100 SMS messages sent to customers (retailbiz, 2021).
• For 35% of marketers, the use of customer data platforms caused significant improvement in reducing shopping cart abandonment rates. This percentage went up to 38% in regard to a significant improvement in conversion rates and 45% for a significant improvement to online sales (Advertiser Perceptions, 2020).
• In 2021, the usage of buy now, pay later schemes grew by 215% compared to the previous year (Retail Dive, 2021).
• Form fields in checkout flows can also be reduced by 20% to 60% for most retail websites (Baymard Institute, 2021).
• Furthermore, a better checkout design can result in a 35.26% increase in conversion rate (Okendo, 2021).
• Offering automated cart abandonment emails with free shipping carries the potential to recover more than 20% of abandoned carts (Moosend, 2021).
• The use of the “Favorite” button in retail sites has increased by 392% in 2020 (Today, 2020).

Cart Abandonment Email Statistics

Sending emails to shoppers comes as the primary solution to cart abandonment. Not only do emails yield decent conversation rates but they can also be used for campaigns. As shopping cart abandonment statistics for 2022 suggest, it is ideal to send an email an hour after a cart was abandoned, then schedule at least two more follow-ups thereafter to maximize revenue conversions.

• The cart abandonment email open rate across all sectors was 40.10%. Foremost of which are travel with 46.94%, utilities with 44.92%, retail with 39.07%, and fashion with 29.48% (SaleCycle, 2021).
• On average, 45% of shoppers opened cart abandonment emails, and 21% clicked on the link in the message. Of those who clicked, 50% bought items (Moosend, 2021).
• Moreover, cart abandonment emails had a 10.7% conversion rate (Moosend, 2021).
• In lieu of this, sending an email an hour after abandonment yields a conversion rate of almost 16%, higher than 30 minutes (nearly 15%), 20 minutes (just above 13%), and 1 day (just above 11%) (Shopify, 2021).
• Sending a single cart abandonment email yields an open rate of 62.94%, a clickthrough rate of 14.53%, and a revenue per recipient of $10.75 (Klaviyo, 2021).
• In lieu of this, sending three cart abandonment emails brings the highest revenue conversions with $24.85 million, followed by two ($16.4 million), four ($6.49 million), five ($3.91 million), and the one ($3.88 million) (Klaviyo, 2021).
• It is also important to note that an email that includes the words “left something behind” on the subject line bears an open rate of 47.67%, which is nearly 4% higher than the average open rate (Klaviyo, 2021).
• Furthermore, cart abandonment emails with coupon codes had an open rate of 44.37% and a clickthrough rate of 10.85% (Klaviyo, 2021).
• The fashion sector had a cart abandonment email conversion rate of 28.89%, higher than that of fashion (28.88%) and travel (22.08%) (SaleCycle, 2021).

Online Conversion Rate Statistics

The point of raising the conversion rate is to make a product and the buying experience as enticing as possible. As such, a strong attempt at raising conversions can reduce cart abandonment since shoppers will find it harder to drop items. Cheap everyday goods like food, clothes, and beauty products have high conversions so they are less prone to being dropped.

• As of November 2021, the average conversion rate across all industries globally was 2.42% with an average order value of $120.98, which represented an 11.67% growth over the order value in November 2020. Meanwhile, the average sale price of items was $62.74 (IRP, 2021).
• In the US, desktop users had the highest conversion rate with 3.7%, followed by tablet users (3.3%) and mobile phone users (2.7%) (Kibo, 2021).
• As for the operating systems of shoppers, Windows users had the highest conversion rate with 4.2%, followed by OS X users (3.9%), iOS users (2.4%), and Android users (2.2%) (Kibo, 2021).
• The sector with the highest online conversion rate was food and beverage at 5.5%, followed by haircare (3.5%), beauty and skincare (3%), health and beauty (2.8%), and general apparel (2.7%) (Salesforce, 2021).
• However, Unbounce’s study yielded different results for food and catering at the top with 9.8%, followed by media and entertainment (7.9%), finance and insurance (6.2%), education (5.8%), and fitness and nutrition (Unbounce, 2021).
• Thursday is the peak day of conversions for fashion products while the peak hour is 8 PM (SaleCycle, 2021).
• Meanwhile, Wednesday is the peak conversion day for travel products while the peak hour is 10 AM (SaleCycle, 2021).

Challenges to Cart Abandonment Prevention Statistics

There are many ways to reduce or prevent cart abandonment, but rolling them out is not always easy. After all, a lot of shoppers are just looking instead of buying. Moreover, complex checkout flows have become a standard for online shops, so going against the norm is your best bet to curb cart abandonment.

• 43.8% of shoppers only browse the products of retail without adding an item to their virtual cart (SaleCycle, 2021).
• On average, a person stores 100 passwords across various sites and apps (Tech.co, 2021).
• In addition, the checkout flow for new shoppers in 2021 carried an average of 5.2 steps (Baymard Institute, 2021).
• To paint a clearer picture, 31% of the top online retailers in the US and the UK had around five checkout steps, 25% had six, 16% had four, 13% had seven, 9% had three, 4% had eight, and only 2% had two (Baymard Institute, 2021).
• Moreover, only eight form fields were needed for a checkout flow, but the average number on the top retail websites is 11.8 (Baymard Institute, 2021).
• The number of online shopping carts increased by 46.8% since the start of the pandemic (Today, 2020).
• As a result, the cart abandonment rate at the onset of COVID-19 reached 94.4%, which is 9.3% higher than the rate during the same period in the previous year (Today, 2020).

Good CX Is the Future of Cart Abandonment Prevention

What can we deduce from these shopping cart abandonment statistics? Cart abandonment will always be present as shoppers won’t always commit to the items on their virtual baskets. In addition, there are selling and website conditions, like high fees, complex steps, and the need to make an account, that dissuades shoppers from completing transactions. This lends to the current rate, which ranges from 59.2% to 79.8%.

There are various ways to limit and prevent cart abandonment, all of which are centered on improving customer experience. Dropped carts can be salvaged with email and SMS messages. Both have high open, clickthrough, and conversion rates. Moreover, streamlining the checkout flow can do wonders for your store. You can start by reducing steps and form fields. Offers with free shipping and multiple payment options can also drive sales.

However, before centering on CX, knowing the best practices helps in applying an effective strategy. That said, you can check out our guide on the tools you need to build a stellar customer experience. In doing so, you will know the most ideal types of software you can leverage.

Key Insights

• High Cart Abandonment Rates: The average shopping cart abandonment rate ranges from 59.2% to 79.8%, indicating a significant number of missed opportunities for online retailers.
• Economic and Regional Variations: Nations with strong economies, like the US and the UK, have lower cart abandonment rates compared to regions like the Middle East and South America, highlighting the influence of disposable income on purchasing behavior.
• Industry-Specific Trends: High-value items such as automobiles and home furnishings have higher cart abandonment rates, while immediate needs like groceries and clothing see lower abandonment rates.
• Major Causes of Abandonment: High additional costs, mandatory account creation, slow delivery, and complex checkout processes are primary reasons why shoppers abandon their carts.
• Recovery Opportunities: Up to $260 billion in lost orders can potentially be recovered through checkout flow optimization.
• Mobile Users and Abandonment: Mobile shoppers have the highest cart abandonment rates, emphasizing the need for mobile-optimized shopping experiences.
• Effective Solutions: Implementing retargeted ads, SMS and email reminders, simplifying checkout processes, and offering multiple payment options are effective strategies to reduce cart abandonment.

FAQ

1. What is the average shopping cart abandonment rate?
   The average shopping cart abandonment rate ranges from 59.2% to 79.8%, with variations depending on the source and industry.
2. Why do shoppers abandon their carts?
   Shoppers abandon their carts for various reasons, including high extra costs (shipping, tax, fees), mandatory account creation, slow delivery, long and complex checkout processes, and lack of trust in credit card security.
3. Which regions have the highest cart abandonment rates?
   The Middle East has the highest cart abandonment rate at 90.88%, followed by South America (86.5%) and Africa (86.37%).
4. What are the most abandoned product categories?
   Telcos, automotive, and airline tickets have the highest cart abandonment rates, often due to their high costs and the complexity of purchasing decisions.
5. How can retailers reduce cart abandonment rates?
   Retailers can reduce cart abandonment rates by simplifying checkout processes, offering multiple payment options, providing free shipping, and sending retargeted SMS and email reminders to customers who abandon their carts.
6. What is the impact of mobile shopping on cart abandonment?
   Mobile shoppers have the highest cart abandonment rates, primarily due to suboptimal mobile shopping experiences. Improving mobile site speed and usability can help reduce these rates.
7. How significant is the financial loss due to cart abandonment?
   In 2021, the estimated value of merchandise abandoned in online carts was $4 trillion globally, with $705 billion in the US alone.
8. Can abandoned carts be recovered?
   Yes, up to $260 billion in lost orders can potentially be recovered through checkout flow optimization and effective use of retargeting strategies.
9. What role do SMS and email reminders play in recovering abandoned carts?
   SMS and email reminders are highly effective, with SMS abandonment messages having an open rate of 98% and a clickthrough rate of 36%. Emails sent within an hour of cart abandonment yield higher conversion rates.
10. What are some best practices for optimizing the checkout flow?
    Best practices for optimizing the checkout flow include reducing the number of steps and form fields, providing guest checkout options, ensuring fast load times, and clearly displaying total costs upfront to avoid surprises during checkout.

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By Jenny Chang

Jenny Chang is a senior writer specializing in SaaS and B2B software solutions. Her decision to focus on these two industries was spurred by their explosive growth in the last decade, much of it she attributes to the emergence of disruptive technologies and the quick adoption by businesses that were quick to recognize their values to their organizations. She has covered all the major developments in SaaS and B2B software solutions, from the introduction of massive ERPs to small business platforms to help startups on their way to success.