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40 Cart Abandonment Statistics [Industries, Devices, & Reasons]

Cart abandonment statistics are vital to every ecommerce business. They offer one of the only ways to assess why customers leave their site and what they can do to fix it.

Running a large-scale ecommerce business isn’t cheap, but spending the extra money to understand the basics could make or break a company. 

Let’s look at what every business owner should know about cart abandonment. 

Fascinating Cart Abandonment Statistics

  • Close to 50% of shoppers abandon carts because of high shipping costs.
  • 24% left their cart because they didn’t want to create an account.
  • The average cart abandonment rate is 70% on ecommerce sites.
  • Abandonment increases by 7% for each second a website takes to load. 
  • About 57% of Australian consumers have abandoned their cart at some point.
  • Follow-up cart abandonment emails had a 43.4% open rate in 2016.
  • The average email marketing conversion rate is nearly 9%. 
  • Abandonment rates on mobile are nearly 81%.
  • Ecommerce brands can lose $18 billion a year from abandoned carts. 
  • 18% of users feel the checkout process was too long or complicated.

Cart Abandonment Rate Statistics

1. Close to 50% of Shoppers Abandon Carts Because of High Shipping Costs.

(Source: Dynamic Yield)

  • Additionally, 24% leave their cart because they don’t want to create an account.
  • Close to 59% of Americans have abandoned a cart in the last three months because they weren’t ready to make the purchase. 
  • The average cart abandonment rate is 70% on ecommerce sites.

What else makes people not fulfill their checkout?

2. 18% Feel the Checkout Process Was Too Long or Complicated.  

(Source: Baymard Institute)

  • Ideally, the checkout should have about 12–14 elements, making the process as quick and painless as possible. Unfortunately, most US sites have about 23 elements at this point. So they could do a 20%–60% reduction to make the process more seamless. 
  • Cart abandonment rate statistics for B2C show that 22% of users abandon carts because they must create a new account. 
  • Website issues are to blame for 17% of cart abandonment. Plus, 88% of online shoppers are unlikely to return after a negative experience.

So we can see why users abandon their cart but do certain events affect that? 

3. Black Friday Had a Nearly 74% Global Abandonment Rate in 2019. 

(Source: Barilliance)

  • Cyber Monday stood at around 69%.
  • Slow websites and shopping cart abandonment statistics show users leave 7% more for each second a website loads. Use a professional ecommerce website builder like Weebly to prevent this. 
  • Just over 88% of orders didn’t go through in 2020. 
  • In 2020, 93% of consumers used a discount code. 

These are some general stats, but can specific locations show us a different picture? 

Abandoned cart outside

Shopping Cart Abandonment Statistics Australia

Australia can provide some fascinating stats about its ecommerce abandonment rates. 

4. About 57% of Australian Consumers Have Abandoned Their Carts.

(Source: Internet Retailing)

  • If we break things down, 67% of Australians abandon carts with fashion items. 
  • Ecommerce cart abandonment in Australia shows 65% left furniture items. 
  • 53% of Australians said a discount could nudge them to purchase. 

But how do Australians shop? 

5. 73% of Australians Used Their Phones for Shopping in 2019. 

(Source: PayPal)

  • Additionally, 55% shopped on mobile once a week.
  • The checkout abandonment rate in Australia shows 20% leave because websites aren’t mobile-friendly.

While Australia has a booming ecommerce market, other countries aren’t far behind. 

Cart Abandonment Statistics by Country

Let’s explore shopping cart abandonment worldwide. 

6. In 2019, Spain Had the Highest Abandonment Rate With 86%.

(Source: Barilliance)

  • The US had a rate of nearly 72%. 
  • The Netherlands has the lowest, with just over 65%. 
  • In Asia and the Pacific Islands, the cart abandonment rate is more than 76%.

But that’s not all. 

7. The Middle East Comes in With a 76.1% Cart Abandonment Rate.

(Source: CreditDonkey)

  • In Latin America, the rate is around 75%. 
  • In contrast, only 41% of Europeans abandon their cart.
  • For North Americans, it’s 47%.

Despite the different locations, devices also affect abandonment rates. 

Row of carts

Cart Abandonment Statistics by Device

Surprisingly, successful purchasing depends on the device. 

8. Abandonment Rates on Mobile Are Nearly 86%.

(Source: Barilliance)

  • On desktop, about 73% of users leave. 
  • Mobile users account for a little over 50% of all ecommerce traffic. 

But do browsers affect conversion rates?

9. Google Averages a 1.9% Conversion. 

(Source: CreditDonkey)

  • AOL comes in second at 2.9%.
  • Yahoo has a 2.6% conversion rate. 
  • Lastly, Bing wins over Google with 2.4%

Now, let’s explore the abandonment rates for different industries. 

Cart Abandonment Rate Statistics by Industry

All industries are affected differently by cart abandonment.

10. The Airline Industry Had an 88% Abandonment Rate in 2018.

(Source: Radware)

  • Financial sites came in at 78%. 
  • Meanwhile, the automotive industry has a dropout rate of nearly 97%

Businesses with effective analytics on ecommerce web builders can monitor things easily. So, what can businesses do to improve cart abandonment?

laptop with a cart on the screen and a phone lying next to it

Cart Abandonment Recovery Statistics

Organisations can do many things to prevent cart abandonment. 

11. The Average Conversion Rate for Email Marketing Is Nearly 9%. 

(Source: Barilliance)

  • Additionally, the click-through rate is 21%. 
  • If businesses change their design, they could have a 35% increase in conversion rates. So, while some say design is only a tiny part of it, it actually impacts customers dramatically. 
  • A 35% increase could bring in $260 billion in potentially lost orders in the EU and US.

So what can we do to increase shopping cart recovery?

12. 90% of Organizations Have Noticed a Remarkable Improvement by Personalizing Marketing. 

(Source: Dynamic Yield)

  • Emailing after cart abandonment in 2016 had a 43.4% open rate. That’s pretty high and could bring in customers after they’ve left the purchase.  
  • 90% of consumers believe ecommerce influences them in some way. 
  • The negative effects of digital shopping cart abandonment are that ecommerce brands can lose $18 billion a year. Plus, according to predictions, in 2021, the global ecommerce market will grow by over $4.8 billion.

Now, that’s not something any business wants to miss out on. 

Wrap Up

Cart abandonment statistics give us a pretty good idea of why customers leave their carts and how businesses fix the possible causes. 

The ecommerce market is growing substantially. That’s why businesses need a keen sense of what’s going on, so they can change with customers’ wants and expectations. 

If an ecommerce business wants to remain ahead of the pack, it needs the research and stats to back up customer behavior. Online shopping changes daily, and organisations should change with it. 

FAQ

What is cart abandonment?

The term cart refers to the virtual shopping cart we put items in when we shop online. Shopping cart abandonment is when we leave without purchasing these items. It happens pretty often, with the average leave rate sitting at about 70%. Ecommerce businesses focus on this rate to understand the reasons behind it and how they can prevent it. 

Why is shopping cart abandonment a problem for retailers?

Abandonment causes retailers to lose a serious amount of money. Cart abandonment equals a loss of $18 billion a year. Businesses focus on abandonment stats because they could be a sign of issues with the site or user experience. 

How can you use statistics to reduce your cart abandonment rate?

One brilliant move forward is shopping cart abandonment software. The technology does the work for you and reveals everything about cart abandonment and why it happens. It’s software that shows where issues may come from, giving you a chance to fix and monitor the abandonment rate. 

What does shopping cart abandonment do?

Cart abandonment statistics show that it can have a run-on effect. One minor issue can prevent customers from making a purchase and returning to the site. For instance, without a seamless checkout, the company won’t make the sale, the customer won’t be likely to trust the site again, and the business could lose further customers through bad reviews.

  1. Internet Retailing
  2. PayPal
  3. CreditDonkey
  4. Barilliance
  5. Radware
  6. Dynamic Yield
  7. Baymard Institute

About the author

Emma Miles

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