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.
Shopping Cart Abandonment Statistics Table of Contents
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
Cart abandonment rate in 2018 was 1.4% lower than in 2017 (SaleCycle)
65% of cart abandonment translates to 97.9% conversion gap (Swoop)
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)
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)
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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.
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.
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.
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)
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.
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
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Had to create account: 35%
Had to create account
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Long or complex process: 26%
Long or complex process
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Can't see total cost: 21%
Can't see total cost
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Didn't trust site: 17%
Didn't trust site
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Website errors or crashes: 17%
Website errors or crashes
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Delivery too slow: 16%
Delivery too slow
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Return policy: 11%
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Lack of payment options: 6%
Lack of payment options
Top Reasons for Shopping Cart Abandonment During Checkout in 2019 Card declined: 4%
Source: Baymard 2019 survey of 2,584 consumers
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.
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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