Whether a shopper is just checking out the prices or just browsing. An abandoned cart is a potential sale that was there for the taking.
With around 70% cart abandonment rate, it is an alarming and frustrating issue for the sellers, causing them a significant loss.
Buyers may abandon a cart for various reasons, From ridiculous delivery charges in the cart to slow loading or checkout speeds.
In this article, I have covered key cart abandonment statistics that will help businesses understand the reasons behind cart abandonments and possible solutions.
Abandoned Cart Statistics: Top Picks (2024)
- The global average cart abandonment rate across all industries is 70%.
- 83.2% of abandoned carts happen when people are shopping via smartphones.
- Desktops have a cart abandonment rate of 72.7%, the lowest among all devices.
- 47% of people abandon the cart when there are extra high costs.
- 25% of people abandon the cart when asked to create an account.
- E-commerce brands lose around $18 billion in sales revenue due to cart abandonment each year.
- 59% of customers will abandon a transaction if their preferred payment method is unavailable.
- 40% of customers open the abandoned cart recovery emails.
- Long or complicated checkout process forced 18% of customers to abandon the cart.
- Groceries and consumer electronics have the lowest cart abandonment rate of 50.03%.
Average Cart Abandonment Rate By Device
Cart abandonment is a big challenge for e-commerce businesses in 2024.
It is the worst feeling when a customer comes through a sales funnel and does not purchase at the end, and all of your marketing efforts go in vain when a shopper abandons a cart.
1 . The Global Average Cart Abandonment Rate Around All Industries Is Almost 70%
Though cart abandonment rates vary from 55 to 80%, recent data from the Baymard Institute indicates the global average across all industries is around 69.57%.
7 out of 10 customers abandon their e-commerce virtual cart without completing a purchase.
Here is a table with global average cart abandonment rates over the year:
| Year | Cart Abandonment Rate |
| 2023 | 69.57% |
| 2022 | 69.57% |
| 2021 | 69.82% |
| 2020 | 69.8% |
| 2019 | 69.57% |
| 2017 | 69.23% |
| 2015 | 68.53% |
| 2013 | 71.16% |
| 2011 | 68.87% |
| 2010 | 64.76% |
Source: Baymard Institute, Statista
2. With A Rate Of 83.2%, Mobile Devices Have The Highest Cart Abandonment Rate
Since around 68% of the e-commerce traffic comes from mobile devices, most carts are abandoned on mobile devices.
With shoppers leaving carts on mobile devices at the rate of 83.2%, it is imperative for sellers to improve the checkout flow of their online business and optimize for a seamless user experience.
Source: Monetate
3. The Cart Abandonment Rate On Tablets Is Around 77.9%
There has been a user behavior associated with cart abandonment, which implies that the smaller the screen, the more carts are abandoned.
While the majority of tablet users use it for work or education purposes, many also browse online shopping sites and add items to their carts.
With about 77.9% cart abandonment rate, the difference between mobile and tablet is much less.
Source: Monetate
4. Desktops Have The Lowest Cart Abandonment Rate Of 72.7%
In general, people utilize desktop computers for tasks that require large screens and are worthwhile despite having access to smartphones and tablets.
Desktops with an average cart abandonment rate of 72.7% have the lowest probability of a buyer leaving the online shopping cart without purchasing.
Hence, online shopping done via a desktop has a slightly better chance of buyers making a purchase as compared to mobile or tablets.
Source: Monetate
Cart Abandonment Rate By Industry
Online cart abandonment rates vary from industry to industry.
Most of the carts are abandoned due to a lack of interest from buyers or the additional prices surprise at checkout.
5. Cruise And Ferry Websites Have The Highest Cart Abandonment Rate Of Over 98%
Cruises and ferries are somewhat expensive luxuries, and consumers need to know about the prices before they decide to pay for them.
Most people check out the cruise and ferry websites to know if they can afford it; therefore, around 98% of the carts are abandoned.
With 90%, mobile providers are second in experiencing a high cart abandonment rate.
The fashion industry has a cart abandonment rate of around 87.79%, where clothes are the majority of cart abandonment items.
Source: Statista
Here is a table with the industries having the highest cart abandonment rates:
| Industry | Cart Abandonment Rate |
| Cruise and ferry | 98% |
| Mobile providers | 90.76% |
| Airline | 90% |
| Luxury | 87.93% |
| Fashion | 87.79% |
| Automotive | 85.97% |
| Baby and child | 84.86% |
| Travel | 82% |
| Hotel | 80% |
Source: Statista
6. Groceries And Consumer Electronics Have The Lowest Cart Abandonment Rate Of 50.03%
Since people purchase basic needs items without giving them much thought.
It is seen that daily-use items and frequently used electronic products added to a cart are purchased half of the time.
The carts with groceries and electronics experience the lowest cart abandonment rate of around 50%.
Similar to cosmetics, pharmaceuticals also have an average cart abandonment rate of around 70%.
Here is a table with the industries having the lowest cart abandonment rates:
| Industry | Cart Abandonment Rate |
| Groceries | 50.03% |
| Consumer electronics | 50.03% |
| Pharmaceuticals | 70.06% |
| Cosmetics | 70.11% |
| Sports and outdoor | 70.3 |
| Retail | 71.24% |
| Department store | 76.63% |
Source: Statista
Reasons For Cart Abandonment
Cart abandonment is caused by various reasons, and those reasons vary from person to person.
However, some common and major reasons behind cart abandonment need the sellers’ attention to rectify the lost business due to abandoned carts.
7. 47% Of People Abandon The Cart When There Are Extra High Costs
It just pains the customer when a seller draws their attention to a low-priced item, and that price is doubled when they go for checkout.
More than 47% of people reported leaving the checkout page when the order value was increased at the checkout compared to the original value they expected.
The major reason consumers abandon the cart is the extra costs like shipping charges and taxes not included in the product page.
Statistics showed that 79% of people are more inclined to place an order when free shipping is available.
Source: Baymard
8. 25% Of People Abandoned The Cart When Asked To Create An Account
Almost everyone dislikes creating an account and entering personal details while buying for a single instance.
About 25% of people said they abandoned their cart when a website forced them to create an account to purchase an item.
With data being an important factor in today’s digitized age, consumers are also aware of the power of their data, and sellers also need to respect customers’ privacy and consent.
Source: Baymard
9. Long Or Complicated Checkout Process Forced 18% Of Customers To Abandon The Cart
Consumers will take hours or days before deciding what product they want to buy but are impatient when it comes to actually buying.
18% of the consumers revealed that they left the cart because the checkout process took too much time or was too complicated.
In addition, 19% of customers didn’t trust the site with their credit card details.
Source: Baymard
10. 57% Of The Customers Will Abandon The Cart If The Page Takes More Than 3 Seconds To Load
With 14% of customers abandoning carts due to errors or crashing of the website, an online shopping website or application’s UI/UX is one of the top priorities.
Since 57% of customers leave the checkout page if it takes more than 3 seconds to load, page optimization is essential for a smooth customer experience.
Source: HubSpot
11. 55% Of Shoppers Decide To Abandon The Cart If They Have To Re-Enter Their Credit Card Or Shipping Information
Nobody remembers their credit card numbers; it is redundant to type in those numbers for real.
If a consumer has to re-enter their sensitive information repeatedly, it raises an alarm and creates discomfort for them.
A Statista report suggested that 30% of customers abandoned the cart if they had to re-enter their credit card details, and about 25% would abandon the cart if they had to re-enter their shipping details.
Source: Statista
12. 59% Of Customers Will Abandon A Transaction If Their Preferred Payment Method Is Not Available
With 40% of consumers having more confidence in online shops with multiple payment options, it is necessary to have integrated payment gateways for fast and secure payments.
Since people need to trust the platform on which they are spending money, it was seen that 59% of customers needed their preferred payment method, or else they would cancel a transaction.
Source: StableWP
Effects of Cart Abandonment
In order to run a successful online store, the cart abandonment rates need to be as low as possible.
A high cart abandonment rate can affect a business drastically and make a business prone to ineffective sales and profits.
13. Ecommerce Brands Lose Around $18 Billion In Sales Revenue Due To Cart Abandonment Each Year
With $4 trillion worth of merchandise predicted to be abandoned in digital carts next year, cart abandonment hurts the businesses where it matters the most: the sales.
The ecommerce brands experience a considerable loss of over $18 billion in sales revenue all because of cart abandonment.
Cart abandonment also increases the cost of reacquiring lost customers in addition to inventory and product availability issues.
Source: Dynamic Yield
Abandoned Cart Recovery Statistics
Although cart abandonment is a huge problem, it’s not unsolvable. Employing checkout optimizations running an email and ad campaign can help return a good portion of cart abandoners.
14. Using Retargeted Ads Can Help Bring 26% Of Customers Back
With 3 out of 4 consumers noticing retargeted ads, they are a great example of reminding customers about what they left behind in the cart.
Marketers can take advantage of retargeted ads since they have an average click-through rate of 0.7%, while display ads have a click-through rate of 0.07%.
Around About 7.37% of customers respond to a special offer in the ads.
Source: Invesp
15. 40% Of Customers Open the Email If Abandoned Cart Recovery Emails Are Optimized
With over 40% of abandoned cart recovery emails being opened, there is a good chance of getting the customer back.
Since 21% of the opened emails receive click-throughs, over 11% of the customers are redirected and purchase in response to the personalized email.
A big, attractive CTA button in the emails is a must in order to grab the customer’s attention.
Source: Moosend
16. Retargeting Using Social Media Like Facebook And Google Is Also An Efficient Way To Get Cart Abandoners Back
Google receives an impressive over 90 percent of all internet users; meanwhile, Facebook receives 51% of users.
Marketers can leverage the reach of these social platforms to target the retargeted ads to lost customers more effectively.
In addition, Facebook, with around one trillion page views per month, and Google, with 180 billion page views, will prove to be more effective in reacquiring cart abandoners along with new leads.
Source: WordStream
Significant Cart Abandonment Statistics
17. 22% of the buyers abandon carts due to longer delivery times.
18. The Caribbean region has the highest cart abandonment rate, 92.2%, while the Asia and Pacific region has the lowest cart abandonment rate, 76.3%.
19. Checkout optimizations have proved to increase conversions by over 35%.
20. The cart abandonment rate for Black Friday was around 76.63%.
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