Written by, Sandeep Kumar
Updated June, 7, 2021
Shopping cart abandonment is still the biggest cause of concern for the eCommerce industry.
The average abandoned cart percentage for eCommerce websites stands at a whopping 69.57 percent. That is around 3/4 of shoppers leaving the website without purchasing the product. According to the shopping cart abandonment statistics, every year, the eCommerce industry loses more or less $4.6 T due to cart abandonment.
Therefore, in this article, we have listed some of the most astonishing shopping cart abandonment statistics, the causes, and their solutions.
Make sure you read them all, as they’re sure to blow your mind away.
(Sources: Sleeknote, Baymard, Geckoboard, Barilliance)
The number of sales is directly proportional to the success of a business. Lesser the sales, the lesser the revenue, as well as slower business growth.
According to the shopping cart abandonment rate statistics published by Baymard Institute, the average cart abandonment rate is precisely 69.91%. Compared to 2017 (around 79 percent) and 2016 (77 percent), this means there is a downfall in the cart abandonment rate, which is good information. At the same time, these aren’t the best prognosis either.
Consequently, this means that for nearly every hundred potential buyers, around seventy of them leave the site without purchasing the product.
An average eCommerce website only sees a purchase rate of 2.86 percent. That’s a relatively low number considering the eCommerce industry is on a surge since the past decade.
So what can you do to spike this number?
With so much competition going on, your business should differentiate itself from others. Using cookies to identify a returning visitor, enhancing the variety of the products available, improving the website interface, reducing additional charges. All these can help keep the cart abandonment rate in check.
(Sources: Business Insider, Kinsta)
These are alarming cart abandonment stats if you own an eCommerce website. Fortunately, around $3 T (or, to be more precise, $2.6 T) can be recovered.
Research done by Baymard stated an eCommerce website could boost their sales by nearly 36% by improving their checkout design, retargeting returning customers, and provided your website has a faster loading time – you can recover more than 2.7 bn of the lost revenue.
(Sources: Statista, Barilliance, Annex Cloud, 99firms)
The shopping cart abandonment stats (2020) revealed that the automotive industry is the worst-hit sector among all industries.
Following the cart abandonment rate for the automotive industry, nearly 97% (or rather 96.8 percent) of the carts were simply left (March 2020).
Apart from this sector, also the baby and child care suffered a tremendous blow of 94 percent. Moreover, luxury with around 93 percent and car rentals with 92 percent also bear the heat of shopping cart abandonment.
Further data indicated that clothes are amongst the most abandoned products, with forty percent being discarded from the cart. Tough, other sectors sharing their loss are the tech sector (16 percent), also the hardware industry (16 percent).
Also, jewelry and accessories with as low as six percent and food items with a mere four percent of abandonment rate.
(Source: Annex Cloud)
According to a recent survey, the following are countries with the highest cart abandonment rate:
We all have done it. Added a product in our cart to save it for later, price comparison, or virtual window shopping—where we rest assured we’ll end up buying nothing.
According to abandoned cart statistics, thirty-seven percent of customers abort their cart because they never intended to purchase a product in the first place. Compared to thirty-six percent of customers who leave their cart just because they stumbled upon a better price on another platform. Whereas twenty-four percent of them simply give up purchasing anything because the website stopped serving data.
(Sources: Barilliance, Annex Cloud)
The latest research stated 25 percent of genuine buyers abandoning their carts before checkout due to the additional cost such as delivery and handling charges. Moreover, shopping cart abandonment stats show more than 24 percent of people drop the idea of purchasing after seeing the total sum.
(Source: SaleCycle, 99firms)
More than 33% (to be more precise, 34 percent) is a relatively high number of potential buyers, which the eCommerce websites are letting go of.
This cart abandonment rate can be significantly reduced by offering a guest check-out option. On the other hand, in another study, it was found that around 26% of potential buyers didn’t proceed with the purchase due to the complicated checkout process. Thus, a flawless checkout is a key to improving sales and minimizing the shopping cart abandonment effects.
(Source: Prisync, 99firms)
It goes without saying that if customers don’t trust your website, there is no way that they’re going to buy anything from you. To make them feel secure, you’ll need to display trust seals. For instance, a study by Conversion Fanatics revealed that trust seals could drop the online shopping cart abandonment rate by nearly 30%.
(Sources: Sleeknote, 99firms)
Loqate (2017) found that 39 percent of mobile users abandon their carts due to a poor user interface. A good part of them left because they were facing problems related to their personal information while entering them.
On the other hand, 35 percent of them abandoned their carts because the screen was too small for their comfort, and everything looked too congested at the same time.
Slower delivery severely dents the sales of your product. As per a study, the online shopping cart abandonment rate due to longer delivery date stands at an astounding twenty-seven percent. Moreover, since the customer can’t personally touch or feel the items, a flexible return policy is necessary.
(Sources: Hubspot, WPHacks)
Every customer wants flexible payment options – no exceptions. Your website must support all the payment modes to boost your sales.
Considering the shopping cart abandonment facts by Vouchercloud, almost 60% of potential buyers abort the cart if their desired payment option isn’t available. In addition to this, a declined credit card, too, makes up a significant reason for them to discard the transaction.
(Source: Hosting Manual)
There is a strong link between the slow websites and shopping cart abandonment statistics. In other words, all websites that take more than three seconds to load are bound to bear the disastrous digital shopping cart abandonment effects.
With so much to choose from, customers, without a second thought, will switch to other platforms if your website turns out to be too slow for their liking.
What’s worse, around 80 percent of them won’t return to your website ever again. One can understand that these websites are dominated by high-quality images, which prolongs the loading time. Still, you need to develop effective strategies to counter this issue—resizing or compressing images work wonders.
Who doesn’t want a product to be available at a discount? Following cart abandonment stats, 90 percent of customers prefer using a coupon code. However, in case of an expired or invalid coupon, as much as 46 percent of potential buyers are likely to abort their transaction.
This strategy works brilliantly to recover some of the lost revenue. A study reported that sending abandonment cart emails in the first 30 minutes after cart abandonment gives the best results. If that doesn’t work, send another email after twenty-four hours and another after forty-eight hours with a discount.
Moreover, recent shopping cart abandonment statistics showed that more than 52% of people are more likely to buy a product offered at a lower price.
(Sources: Sleeknote, Invespcro, Think With Google)
Research proves that three out of four customers pay attention to retargeting ads, and among all, no less than 26 percent are very likely to click on the ad and return to your website.
This is a great way to neutralize the shopping cart abandonment effects. What’s more promising is that personalized retargeting ads spike your return of investment (ROI) to 1300 percent.
The latest survey revealed that Facebook has more than half (51 percent) of internet users and receives around 1 T clicks a month.
However, it seems like Google Display Network is a step ahead—with an astonishing 90 percent reach worldwide and over 1 T impressions enabled to more than one billion users a month. That’s insane!
No wonder they’re the best platforms for retargeting ads.
(Sources: Sailthru, LiftIgniter)
Both Amazon and eBay are giants of the eCommerce industry and use several strategies to deal with shopping cart abandonment.
Let start with Amazon’s strategies: for Amazon, retargeting ads is the best strategy to curb the Amazon cart abandonment rate. They believe that customers will eventually purchase the product if you push them a little harder.
eBay, on the other hand, makes them believe they’re missing out on a good buy. They use abandoned cart emails to let the potential buyer know about the smallest details such as a price drop, seller information, etc.
They’re not restricted to any set number of strategies, but these two work wonders for them.
The shopping cart abandonment rate is a serious concern for eCommerce websites. But it’s a concern that can be addressed to improve the sales. You cannot eliminate cart abandonment, but working on its major causes can lower your shopping cart abandonment rate. Not only will it boost your sales, but it will create strong brand loyalty among customers.
The shopping cart abandonment rate is relatively high. Around seventy percent of customers who add a product to the cart wouldn’t go ahead with the purchase. While shopping cart abandonment has many reasons, improving site interface, providing discounts and coupons, not levying additional charges can help in boosting your sales.
Based on several shopping cart abandonment types of research done, the average shopping cart abandonment rate was no more than 67.91 percent. These are alarming numbers that have numerous causes such as additional cost, required to sign up, invalid coupon code, etc. However, if addressed, these issues will raise your sales.
There have been hundreds of studies done to discover the average shopping cart abandonment rate. At the same time, some statistics on the subject report cart abandonment rates are as high as 80 percent, while others have settled on a much moderate 55 percent. Nonetheless, various sources brought to our knowledge through Wikipedia that the average shopping cart abandonment rate is precisely 67.91 percent.
Shopping cart abandonment is a term used to draw a picture of the potential buyer who adds a product into the cart but aborts the whole process before purchasing anything.
Shopping cart abandonment statistics (2019) reported that 70 percent of the customers who visit your website to buy something never complete the transaction.