30 Shopping Cart Abandonment Statistics to Know for 2022

The shopping cart abandonment rate is one of the most important metrics for retailers to monitor. It’s an indicator of how much shoppers are engaging with your product, and you’ll want this statistic as high as possible. Here are 30 statistics about shopping carts that will help you understand what might be causing people to abandon their carts.,

The checkout abandonment rate benchmark 2022 is a statistic that tells you how many people abandon their shopping cart on your website. If you don’t know this number, it’s important to know what the average is for your industry.

According to shopping cart abandonment statistics, 68.7% of online shopping carts are abandoned before they reach the checkout stage owing to additional prices, complex checkouts, and account signup requirements. Cart abandonment costs ecommerce businesses $18 billion in revenue each year.

To assist you better understand your online consumers’ turn-offs and enhance sales, we’ve compiled a list of 30 shopping cart abandonment data.

Statistics on Shopping Cart Abandonment in General

1. Unexpected expenses are cited by almost half of clients as a factor for shopping cart departure.

According to the Baymard Institute, additional expenditures are the major cause for consumers quitting shopping carts, with shipping being the key driver of those costs.

Because of marketplaces like Amazon, free delivery has become the anticipated standard in modern-day purchasing; according to a 2019 NRF report, almost 75% of customers consider free shipping to be crucial when completing a purchase.

Even while giving free delivery is unquestionably achievable, small companies may find it difficult to bear this expenditure. Ecommerce merchants are advised by retail experts to include delivery costs in the retail product price. If retailers are unable to reduce expenses, they recommend openly reporting them on the product page.

2. Convenience is one of the top three reasons for cart abandonment.

When it comes to purchasing online, customers want ease. Three convenience-related concerns constituted the top five reasons consumers quit their carts in Baymard’s 2021 list: sluggish delivery, a cumbersome checkout procedure, and the necessity to register an account.

Asking why your clients are leaving their carts is one method to ensure that they have a pleasant shopping experience. Set up a means for clients to offer feedback through your website, says Kaumudi Tiwari, product marketer at Zonka Feedback: “Display a pop-up after visitors leave the checkout page, with a basic inquiry such, ‘Did you have any problems completing a purchase?’ The results of the survey will assist you in analyzing and planning the improvements you need to make to prevent cart abandonment.”

3. The typical checkout flow comprises 15 form fields, which is twice as much as the optimum number.

About 18% of customers have abandoned a basket due to a lengthy or complicated checkout procedure. The typical checkout flow contains 14.88 form items, which is a lot of information to enter. The perfect checkout, according to Baymard, contains seven to eight form fields—roughly half of what the typical buyer needs to go through.

Include just the information required to complete the transaction when creating your checkout flow. It’s also a good idea to utilize an ecommerce platform like Shopify that enables you to create customer profiles with preserved payment information so that subsequent checkouts are quicker and simpler.

4. Americans buy 58 percent of the items in their shopping basket.

Cart abandonment rate standards may lead you to believe that online consumers are more like “browsers” than “shoppers,” yet Americans do buy 58 percent of what they put in their carts.

5. If a website is excessively sluggish, nine out of ten customers will quit it.

Shopping cart abandonment is influenced by website speed. According to a YOTTAA survey from 2020, 90 percent of buyers would abandon a site if it took too long to load, with 57 percent opting for a comparable business elsewhere and 14 percent never returning.

6. If checkout takes more than 30 seconds, you may lose 50% of your consumers.

Consumers are impatient with other aspects of the checkout process as well, with half of those polled in the United States indicating they are less inclined to buy if the transaction takes more than 30 seconds. They’ll have to wait nine seconds for the checkout’s next page to load, ten seconds for a text code, ten seconds for credit card verification, eleven seconds for live chat replies, and twelve seconds for an email confirmation.

7. 76 percent of customers will not return to your website if they had a bad experience.

If consumers have a bad first experience, more than three-quarters of online buyers will not return to your website. Long load times, poor usability, and low-quality product photos are all examples of negative encounters.

8. Every year, customers in the United States discard 11 shopping carts.

Over the course of a year, the typical American consumer abandons 11 online shopping carts, or about one per month.

To minimize desertion, it’s critical to eliminate friction for consumers. “This can be done through lowering stages and clicks, but friction may also be created by prospective customers’ queries and doubts,” said Chris Henderson, Easyship’s product growth manager. “It’s vital to have comprehensive and accurate shipping information. If selling abroad, this contains not just pricing, but also projected delivery lead times, transportation, and import taxes and tariffs.”

9. The abandonment rate for the 2020 holidays was constant.

Cart abandonment rates on Black Friday and Cyber Monday in 2020 were 79.83 percent and 78.46 percent, respectively. These are typical numbers for the Christmas shopping season.

Adding additional incentives to persuade customers to purchase over the holidays, such as guaranteed delivery or free gift wrapping, is critical. Extra touches may make the difference between a cart being abandoned and a sale being concluded. For additional information, see our Black Friday and Cyber Monday tactics.

Shopping Cart Abandonment Rates by Industry

10. With a rate of slightly under 50%, consumer goods has the lowest average shopping basket abandonment rate.

Consumer products did the best out of the eight industrial sectors assessed by Dynamic Yield, with a cat abandonment rate of 48.94 percent. Home and furnishings had the highest rate (75.45%) on Dynamic Yield’s list.

According to SaleCycle, travel firms have the most abandoned carts.

According to SaleCycle statistics, the travel business has the highest cart abandonment rate of all, at 87.08 percent. This high percentage is usual, since trip booking sites always have greater desertion rates than retail sites.

Flights and vacation reservations are large and frequently costly expenditures, so many people spend time looking for the greatest offers. They usually do a few practice bookings, typically on several sites, before settling on a final booking date. Another cause for desertion is the intricacy of the booking procedure. Because booking a flight involves a lot of procedures and time, many customers abandon the process before finishing it.

Surprisingly, 87 percent of individuals who leave their cart for the first time are likely to return to their reservation, with 33 percent returning the same day. If travel websites make it simpler for consumers to check out, this is a major benefit. Allow browsers to save cookies so buyers may check out the same bargain they saw before, or send a cart recovery email a few hours after the cart has been abandoned.

12. The automobile sector likewise has a high rate of desertion.

Cart abandonment rates for automotive and automobile rentals are similarly high, according to SaleCycle (a combined 85 percent ). Consumers utilize price as part of their research and planning process, and they don’t always have a strong desire to convert, which is likely comparable to the issues that travel firms experience.

To make it simpler for consumers to check out, consider integrating third-party booking tools into your website. Consider using an email capture form to help you create and nurture connections and remain top of mind when they’re ready to commit.

13. The fashion, consumer, and luxury industries have the greatest rates of retail desertion.

According to SaleCycle, luxury websites had the biggest potential loss of sales from cart abandonment in the retail industry, at roughly 88 percent, well ahead of neighboring categories like consumer clothes retailers (82 percent) and fashion sites (85 percent).

Statistics on Cart Abandonment on Mobile Devices

On mobile phones, the majority of shopping carts are abandoned.

According to Kibo Commerce, the average cart abandonment rate on mobile in the second quarter of 2021 was 80.6 percent, down marginally from the first quarter. Cart abandonment rates were highest on desktops, with 66.1 percent of transactions abandoned.

15. Mobile sales now account for the bulk of ecommerce sales.

In recent years, sales of mobile devices have skyrocketed. Mobile sales accounted for 32% of overall ecommerce revenue in 2019. By 2020, they will account for 54% of all ecommerce income (and 70 percent of traffic).

Despite the fact that mobile sales have surpassed desktop in terms of ecommerce revenue, mobile still behind desktop in terms of conversion rates and average order value.

16. On the PC, online customers make greater purchases.

Despite the fact that mobile traffic accounts for 70% of all traffic, desktop has a larger positive association (0.65) with average order value than mobile. Online customers may choose to explore items on their mobile devices but finalize purchases on their computers, particularly for larger transactions.

Make advantage of check-out technology that enables customers to log in and store their shopping carts. They will be able to move fluidly between devices to do the tasks they want.

17. The m-commerce divide has narrowed from 49% to 16%.

The m-commerce gap refers to the disparity between mobile’s big percentage of ecommerce traffic and lower share of ecommerce revenues. According to comScore’s Mobile Hierarchy analysis from 2017, there is a 49 percent m-commerce gap. The m-commerce deficit is already 16 percent, according to Wolfgang Digital’s 2020 statistics.

Although the number is improving, the disparity indicates that ecommerce firms still have work to do to enhance their mobile purchasing experience. The inability to open several tabs to compare item information and costs, as well as trouble checking out, are among the leading causes of this disparity.

18. Over half of merchants are not ready to accommodate mobile sales.

Mobile technology such as artificial intelligence (AI), chatbots, and augmented or virtual reality are still proving difficult for retailers to stay up with. Furthermore, 54% of merchants acknowledge they are currently unprepared to meet customer demand for mobile purchases.

Only 37% of retailers have incorporated mobile into their buyer experience journey (purchasing, communicating, and in-store interactions), with the other 25% admitting to being in the early stages or not having a mobile strategy at all.

19. Due to data security concerns, mobile consumers will not download shop applications.

Consumers who want to buy on their cellphones may use mobile retail applications to make their lives easier. However, owing to data security concerns, 59.5 percent of online customers are still hesitant to use mobile applications to make purchases. Another 37.6% of respondents stated they don’t want to download any existing or future merchant applications because their phones currently have too many.

The PayPal Verified seal is the most reliable security seal available.

According to research, the more common a trust sign is, the more secure it is believed to be. While the Visa-Mastercard mark is more recognized to 42% of respondents, the PayPal seal is more trusted by customers. PayPal was the most popular seal across all age groups, with one out of every four poll respondents saying it offered them the finest feeling of security.

Consider integrating a reputable merchant account or payment processor into your online shop or app, as well as their security symbols on your site and checkout pages. To help you get started, here are some resources:

Email Statistics for Abandoned Carts

The open rate for cart abandonment emails is 45 percent.

About 45 percent of all cart abandonment emails are opened. A cart abandonment email will engage half of the people who read it, and 21% will click through. A purchase is made in half of the click-throughs.

When creating your automated emails and sequences, keep these numbers in mind. Make the language as plain as possible, and always include a visible call to action (CTA) so consumers know precisely how and where to click to take the next step toward completing a purchase.

22. Sending three abandoned cart emails results in a 63% increase in orders.

You may send a single abandoned cart email, but businesses that send many emails in a series have better results. When compared to just one email, abandoned cart email campaigns result in 63 percent more sales.

When it comes to devising an efficient email marketing strategy and constructing abandoned cart campaigns, this information is invaluable. Instead of sending a single email, send many. Distribute them evenly and use distinct message in each. You might even increase the ante by offering rewards at the conclusion of your abandoned cart process to incentivize the sale.

23. More than a third of abandoned product emails are opened.

Product abandonment emails had a 37.8% open rate, according to 2020 Omnisend Research, with browse abandonment and post-purchase emails ranking in second and third with a 34 percent open rate apiece. These figures suggest that relevant communications are more likely to be opened (and read) by customers.

Cart Abandonment & Retargeting Ads

Consumers value being reminded of things they’ve looked at 24% of the time.

Retargeting, or delivering advertising based on a consumer’s prior activities, may greatly increase ad engagement rates (up to 400 percent, according to some sources), so go for it. A quarter of customers say they like seeing retargeted adverts since they are reminded of what they were searching for earlier.

25. Personalized retargeted advertising may provide a 1,300 percent return on investment.

Brands that customise retargeted advertising based on customer behavior should expect a high return on investment (ROI) from their campaigns (one oft-cited case study of luxury watch retailer Watchfinder showed a 1,300 percent ROI).

This implies you should try delivering retargeted adverts to clients who previously put items to their shopping carts but did not complete the purchase. Statistics suggest that as compared to presenting a generic retargeted ad that just advertises your firm, it is more likely to result in sales.

When retargeted with display advertisements, 26. 70% of website visitors are likely to convert.

Consumers are 70% more likely to convert as a result of retargeting, according to ReadyCloud. Because of their vast reach, Facebook and the Google Display Network are suggested retargeting platforms. The Google Display Network covers 90 percent of all internet users, while Facebook has 2.9 billion monthly active users.

27. Facebook advertising may have a conversion rate of at least 3%.

One of the most efficient retargeting systems is Facebook. Shoppers who spend more time on Facebook connecting with your company are more likely to make a purchase. According to Wolfgang Digital, 3% of people who “like” your article will become paying clients, followed by 4% who share, 4.67 percent who react, and 4.91 percent who comment. The conversion rate rises to 9.95 percent when your audience contacts you through Messenger.

This exemplifies why ecommerce companies should strive to be more active on social media. Start by posting photographs of new items and offering updates that keep prospects and consumers engaged.

Statistics on Cart Abandonment in COVID-19

COVID-19 reduced cart abandonment rates by 28%.

When the COVID-19 epidemic broke out, cart abandonment rates plummeted across the board (except, predictably, travel). Lower abandonment rates might indicate increasing demand for certain items or services, as well as a stronger desire to purchase. Cart abandonment rates decreased by roughly nine percentage points on average.

During the epidemic, cart abandonment rates for food goods plunged.

According to SaleCycle’s study, the grocery sector benefited the most from this desertion rate trend. The rate has declined to 61.13 percent in the first few months of 2021, down from 83.97 percent in 2020. People’s buying patterns changed as they acclimated to their “new normal” in a COVID economy.

30. 60% of Gen Z online customers showed less patience while shopping online, which resulted in cart abandonment.

In 2021, slightly under 60% of Gen Z internet buyers in the United States said the COVID-19 problem had made them less loyal to businesses. Furthermore, over 60% claimed they had less tolerance for badly performing websites while shopping online, leading to many abandoning their purchases or leaving nasty reviews.

The Best Ways to Avoid Shopping Cart Abandonment

Shopping cart abandonment continues to be a major issue for online retailers.

While we’ve provided you with information on the data that influences this customer behavior, offering you practical advice on how to avoid cart abandonment is preferable. Here are some strategies for preventing cart abandonment in your online business.

Offering free delivery may assist boost conversion since additional cost is cited as the main reason for leaving carts by 49% of online buyers. Another thing you can do is make sure there are no hidden expenses that clients will discover only after they pay.

Allowing guests to check out is a simple approach to boost your conversion rate. Remember that 31% of internet customers leave their shopping carts after being required to form an account.

The greatest options for recovering lost sales after cart abandonment are email and ad remarketing. They use consumer data to develop tactics for reaching out to clients and directing them back to your site to complete their transactions.

Using the customer’s name in the subject line and email content is an easy way to personalize an email. You may further boost personalisation by using information like birthdays, location, and even when you send the email. These little adjustments have been shown to have a big effect on recouping lost revenues. People are more likely to purchase more if they can have a personal connection with the brand or product.

Subject lines for cart abandonment emails that are compelling

The most successful subject lines are short and simple:

• “Buy with a 15% discount”
• “Cart has been left”
• “$20 off your shopping cart”
• “Items remaining”
• “Are you still shopping?”

The most typical qualities of these subject lines are that they are short, basic, and pique the recipients’ interest. With these findings in mind, ecommerce company owners should think about incorporating this method into their email marketing efforts.

Paying careful attention to the mobile experience is one approach to reduce cart abandonment rates. This encompasses everything from browsing and researching to making a purchase. Offering one-click checkout options with Apple Pay, Google Pay, Fast, or Shop Pay can also help to speed up the mobile purchasing experience. The majority of major ecommerce systems, including Shopify, provide alternatives for quick checkout as well as mobile-friendly site layouts and themes.

Conclusion

Simply said, ecommerce websites that do not turn visitors into customers do not generate revenue. As a result, it’s critical to understand what prevents your prospects from making a purchase. When planning your online sales approach, keep in mind the shopping cart abandonment data we covered earlier in the article.

The “cart abandonment analysis” is a statistic that tracks the number of people who abandon their shopping carts. The graph shows the percentage of shoppers who abandoned their carts in the past year and what was the most common reason for abandoning it.

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