Cart Abandonment Rate

What is Cart Abandonment Rate?

Cart abandonment rate is the percentage of shoppers who add items to their cart but leave without completing the purchase. It's one of the biggest revenue leaks in ecommerce.

The average cart abandonment rate is around 70%, meaning 7 out of 10 shoppers who add something to their cart don't buy. That's an enormous opportunity for recovery.

Why Cart Abandonment Happens

Unexpected shipping costs. Complicated checkout process. Required account creation. Security concerns. Comparison shopping. Distraction or decision fatigue. Price shock at checkout. Limited payment options.

Reducing Cart Abandonment

Show shipping costs early. Simplify checkout to fewer steps. Offer guest checkout. Display security badges. Send abandonment emails (recover 5-15%). Add exit-intent popups. Offer multiple payment methods including buy-now-pay-later.

Cart Abandonment Recovery

Abandoned cart email sequences can recover 5-15% of abandoned carts. These are high-intent prospects who just need a nudge. Send the first email within an hour of abandonment.

Checkout funnel:

• Carts created: 10,000
• Checkouts completed: 3,000
• Carts abandoned: 7,000

Cart Abandonment Rate = 7,000 ÷ 10,000 = 70%

If your AOV is $80, that's $560,000 in abandoned carts. Even recovering 10% through email sequences means $56,000 in recaptured revenue.