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  • 103 Relevant Shopping Cart Abandonment Statistics: 2020 Value, Causes, Analysis & Data

103 Relevant Shopping Cart Abandonment Statistics: 2020 Value, Causes, Analysis & Data

Category: B2B News

In 2017, online consumers placed over $9 trillion on their shopping carts. All of that did not make it to the checkout counter, though. Only 25% managed to cross the finish line. Cart abandonment is a running enigma that ecommerce establishments would love to solve and reduce close to nil. But it look like this will not be happening anytime soon, certainly not for lack of trying. The following key shopping cart abandonment statistics show why.

This guide is aimed to help you collate all the essential data in one place as you craft a strategy to, at the least, minimize shopping cart abandonment rate versus last year.

key shopping cart abandonment statistics

1. Value of Abandoned Cart Statistics

With trillions at stake, research on shopping cart abandonment is getting the attention of various think tanks all over the world. Most likely you will find the results in some online shopping statistics and the like. No matter the source, they reveal staggering numbers in terms of lost opportunities. Worse, they are not beyond help in minimizing the lost opportunities depicted below.

  • $4 trillion – value of abandoned shopping carts for all online retailers worldwide (CreditDonkey)
  • $260 billion or 6.5% of the $4 trillion abandoned shopping carts value is recoverable
    (CreditDonkey)
  • $18 billion – value lost by ecommerce per year (Dynamic Yield)
  • Cart abandonment rate in 2018 was 1.4% lower than in 2017 (SaleCycle)
  • 65% of cart abandonment translates to 97.9% conversion gap (Swoop)

value of abandoned shopping carts

It’s not like these online retailers do not have the tools to reveal important insights about their operations. Most should be using business intelligence tools, which are capable of revealing those pieces of information.

2. Breakdown of Abandoned Cart Statistics

There are many ways to look at the whos, whats, whys and hows of shopping cart abandonment. Most of these try to hunt down the average shopping cart abandonment rate. Of course, you cannot do anything with things that you cannot measure. With specific numbers, you can trace them down to the minutest of details and try to see how to address the critical ones. Ecommerce statistics also report shopping cart abandonment numbers, giving businesses more ways to prescribe medicine to a common diagnosis.

2018 Global Average Shopping Cart Abandonment Rate

  • 75.6% – the world average cart abandonment rate in 2018 according to SaleCycle (SaleCycle)
  • 56.8% – the world average cart abandonment rate in 2018 according to Fresh Relevance (Fresh Relevance)
  • 66.25% – the world cart abandonment rate average in 2018 according to SaleCycle and Fresh Relevance (SaleCycle, Fresh Relevance)

2017 Global Average Cart Abandonment Rate

  • 81.4% – the world average cart abandonment rate in 2017 according to AbandonAid (AbandonAid)
  • 76.9% – the world average cart abandonment rate in 2017 according to SaleCycle (SaleCycle)
  • 79.5% – the world average cart abandonment rate in 2017 according to SaleCycle and AbandonAid (AbandonAid, SaleCycle)

2017 – 2018 Global Average Cart Abandonment Rate

Regional Breakdown

With online selling giant names like Alibaba, Baidu and Taobao, it does not require rocket science to see why China is leading the world in ecommerce. Add to that a population representing around 20% of the global total and everything just falls into place for this country. It’s also one of the reasons cart abandonment in Asia and the Pacific is the highest in the world.

  • 76.3% – the cart abandonment rate in Asia and the Pacific Islands (APAC) (CreditDonkey)
  • 76.1% – the cart abandonment rate in the Middle East (CreditDonkey)
  • 75.3% – the cart abandonment rate in Latin America (CreditDonkey)
  • 74% – the cart abandonment rate in North America (US & Canada) (CreditDonkey)
  • 70.9% – the cart abandonment rate in Europe, the lowest for all regions (CreditDonkey)

Industry Cart Abandonment Rates

Industries with long consideration cycles (the time you spent leading to buying) show higher rates of cart abandonment. The buyer could browse or research all they want, make a shortlist, then buy from another vendor that pops up on the last minute with the lowest price.

  • 81.1% – the cart abandonment rate in the Travel industry (SaleCycle)
  • 80.4% – the cart abandonment rate in Finance (SaleCycle)
  • 75.6% – the cart abandonment rate in Retail (SaleCycle)
  • 75.6% – the cart abandonment rate in non-profit organizations (SaleCycle)
  • 69.1% – the cart abandonment rate in fashion (SaleCycle)
  • 64.2 – the cart abandonment rate in the gaming industry (Smart Insights)

Cart Abandonment Rates by Product Types

Some product types tend to be abandoned at the cart more than others. Even small online or brick-and-mortar stores could reproduce their own local sales statistics. With the results, they should be able to tell which items sell under certain climates or occasions, for example. Or how gender affects the cart abandonment decision.

  • 29% – the cart abandonment rate for women’s clothing (Barclays)
  • 26% – the cart abandonment rate for men’s clothing (Barclays)
  • 26% – the cart abandonment rate for entertainment items (Barclays)

Day and Time Determines Cart Abandonment

  • 90% – weekend cart abandonment rate (Formisimo)
  • 89% – Thursday cart abandonment rate (EYStudios)
  • 85% – Wednesday cart abandonment rate (EYStudios)
  • 1:00 PM to 2:00 PM, 6:00 – 9:00 PM – times when cart abandonment rate is highest (SaleCycle, EYStudios)
  • December is the month with the highest shopping cart abandonment, followed by November (Barclays)

Age Group Abandonment Rate

  • 81% – rate that US consumers aged 18–65 had abandoned carts at least once in their lifetime (ContentSquare)
  • 21% – rate of cart abandonment for age group 25–34 (ContentSquare)
  • 20% – rate of cart abandonment for age group 35–44 (ContentSquare)
  • 13% – rate of cart abandonment for age group 45–54 (ContentSquare)
  • The items they tend to abandon are clothing (40%), tech products (18%) and homeware (16%). (ContentSquare)

Rate of Cart Abandonment by Devices

  • 85.6% – average cart abandonment rate on mobile phones (Barilliance)
  • 80.4% – average cart abandonment rate on tablets (Barilliance)
  • 73% – average cart abandonment rate on desktops (Barilliance)

Conversion Rate by Major Websites

Source: SaleCycle

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.

3. Causes of Abandoned Cart Statistics

Delving into the reasons why shoppers abandon their carts is the most crucial aspect of shopping cart abandonment research. Thus far, the usual suspects emerge: steep shipping costs, unreasonable prices and hidden costs. More revealing is how shoppers have used peer reviews to guide their buy decisions. That and how easily they can be exasperated by filling out lengthy forms and having to go through elaborate registration first. The lesson is clear: it pays to invest in a reputable survey software and get them in the attention of your customers.

Customers and Sites

  • 92% of people who visit online stores will not make a purchase. (Episerver)
  • 92% – of consumers abandon carts because of negative peer reviews. They also detect fake reviews easily. (EYStudios)
  • 80% – shoppers who abandon carts because of the lack of a good return policy. (Baymard)
  • 75% – increase in card abandonment rate due to slow-loading sites (Baymard)
  • 58.6% of US online buyers abandoned carts because they were really just browsing and not yet ready to purchase (Baymard)
  • 55% – customer bounce rate because of hidden extra costs. (Baymard)
  • 40% – shoppers who place items in their cart without the intention of buying them (Annex Cloud)
  • 35% – rate of dropped online transactions because of required registration prompt (Baymard)
  • 35% – buyers who abandon sites that are not secure. (Baymard)
  • 27% – customers who leave because of overly complicated checkout process (Baymard)
  • 25% – shoppers who abandon their cart when the prices of products are too much (Econsultancy)
  • 16% percentage of people who will leave the cart if the indicated delivery times are slow (Baymard)
  • 7% – rate of drop conversion because of a 1-second delay in page load (EYStudios)

why consumers abandon shopping carts

Having slow sites is an anomaly in this age of fast internet. This is especially crucial when you are selling items and services online. Customers simply have little patience if you can’t be bothered to invest in dedicated server hosting solutions.

Top Checkout Issues

  • Extra costs too high–55% (Baymard)
  • Had to create account–35% (Baymard)
  • Long or complex process–26% (Baymard)
  • Can’t see total cost–21% (Baymard)
  • Didn’t trust site–17% (Baymard)
  • Website errors or crashes–17% (Baymard)
  • Delivery too slow–16% (Baymard)
  • Return policy–11% (Baymard)
  • Lack of payment options–6% (Baymard)
  • Card declined–4% (Baymard)

Steps, Flows, Elements, Fields

  • 5 checkout steps – the average number of steps in a checkout, which is too many; the ideal is 3 (EYStudios)
  • There are 23–48 elements average on checkout flows. (Spot Studios)
  • The ideal number of checkout form elements is 12. (Baymard)
  • There are 14 fields average on shopping carts. The ideal is 7. (Lean CX )
  • Poor mobile integration – only 4.6% add to cart on mobile compared to 8% on desktop. Mobile conversions average 2.1% compared to 2.8% on desktop (EYStudios)

Still struggling to make heads or tails over the figures? Don’t fret now, let the best forms automation software solutions help you out.

4. Solutions to Abandoned Cart Statistics

Solutions to cart abandonment range from cart email and marketing email, pop-up windows to retargeted ads. Here you will see the success rate of each approach. You may then set your own strategies based on the numbers.

  • In its 2018 survey, Multichannel Merchant ranked marketing to shopping cart abandoners as 6.5 out of 10 in terms of importance to ecommerce strategy. (Multichannel Merchant)
  • 61.8% of the same survey respondents said they target cart recovery emails at cart abandoners. (Multichannel Merchant)
  • Retargeted ads (60%), pop-up windows (36.4%) and live chat (42.4%) are the top 3 ways respondents market to shopping cart abandoners. (Multichannel Merchant)
  • 4.64% – conversion rate of abandoned cart emails (Oberlo)
  • 48% of emails for abandoned carts are opened (SaleCycle)
  • 56.84% – average open rate of recovery emails for non-profits (99firms)
  • 21% of received emails for abandoned carts are clicked on. (Active Campaign)
  • 10.7% of received emails for abandoned cart lead to shopping cart recovery. (Annex Cloud)
  • 28.3% of all ecommerce revenue comes from successful abandoned cart emails. (SaleCycle)
  • retargeting ads are 76% more likely to get clicks than regular display ads. (99firms)
  • Retargeted ads have 10x the CTR of a standard display ad. (99firms)
  • Use autofill function, allow guest checkout and enlarge entry fields are the best methods to reduce cart abandonment on mobile (Smart Insights)
  • 0.17% – conversion rate of a promotional newsletter (Oberlo)
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Top Reasons for Shopping Cart Abandonment During Checkout in 2019

Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Extra costs too high: 55%

Extra costs too high

55%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Had to create account: 35%

Had to create account

35%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Long or complex process: 26%

Long or complex process

26%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Can't see total cost: 21%

Can't see total cost

21%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Didn't trust site: 17%

Didn't trust site

17%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Website errors or crashes: 17%

Website errors or crashes

17%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Delivery too slow: 16%

Delivery too slow

16%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Return policy: 11%

Return policy

11%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Lack of payment options: 6%

Lack of payment options

6%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019
Card declined: 4%

Card declined

4%

Source: Baymard 2019 survey of 2,584 consumers

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How do I stop shopping cart abandonment?

These shopping cart abandonment statistics essentially cover everything you have to know about this modern commerce enigma. If you read the lines carefully, you should be able to adopt some best practices to avoid the worst numbers befalling your online store business.

First, there is the matter of speed. Ensure that your site is on par with the best sites out there serving millions of shoppers monthly using reliable shopping cart software. Slow simply would not cut it. If you cannot provide the speed that shoppers expect, they’ll show you speed by clicking on another vendor fast.

Second, don’t mistake your online store for a slum book. Don’t push your buyers to register elaborate information first when there are proven ways to go around it.

Finally, be vigilant and make it a habit to stay abreast of everything having to do with ecommerce, online shopping, payment gateway software solutions and the like. As the lifeblood of this nascent but tremendously dynamic industry, the success of your business essentially hinges on them.

Nestor Gilbert

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

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