Shopping Cart Abandonment Statistics You Must Know in 2024

Did you know? Cart abandonment is one of the major problems for eCommerce stores to leave a vast amount of money on the table. As per Statista, the average online shopping cart abandonment rate worldwide is 70.19%, which is a really big number. It shows how much revenue online retailers are losing yearly.

Every eCommerce business is trying to put all the strategies, run marketing campaigns, spend Ads budget but not getting enough sales as expected. Why?

It’s essential to be aware why customers are doing cart abandonment from your store, why your marketing investment goes to waste and what you can do to resolve it. If these kinds of questions come to your mind everyday then this guide will be a one-stop solution for your queries.

In this guide, you’ll get complete insights into why online shoppers are doing cart abandonment, the latest picked shopping cart abandonment statistics, what’s the reason behind it, and what you should do to minimize cart abandonment and boost your store’s sales.

Also read: Reasons why shoppers abandon their carts

By using the given information, you’ll know exactly the psychology behind customers for cart abandonment and areas to fix and make data-driven changes to drive expected results.

Also read: strategies to address cart abandonment

So, without any further delay, let’s explore the latest shopping cart abandonment statistics!

Average Cart Abandonment Rate Globally

1. Almost 70% of Shoppers Abandon their Carts

According to Statista, the average shopping cart abandonment is 70.19% globally, which means 7 out of 10 shoppers put products in their cart but abandon them in the middle without completing their purchases. It clearly shows how much sales and revenue is unfinished and needs to be captured.

Cart Abandonment Rates on Different Devices

Shoppers behave differently based on the device they’re using for shopping. Let’s explore some cart abandonment rate statistics around different devices:

1. Around 72.6% of Desktop Shoppers Abandon their Carts

Most online shoppers prefer a desktop to have the most comfortable shopping experience because of the larger screen and easy skimming of details. However, it doesn’t mean it’s easy to purchase.

As per the monetate report, the average cart abandonment is 72.6% for desktop shoppers.

2. Around 72.6% of Tablet Shoppers Abandon their Carts

Tablet device is something which is not an easy-go device for shoppers to do purchases. That’s why it contributes to 3% of all shopping sessions.

As per the monetate report, the average cart abandonment on table also goes to 72.6%. It’s recommended for eCommerce businesses to lessen the focus on tablet optimization and ensure better UI/UX design for other devices.

3. 82.6% of Mobile Shoppers Abandon their Carts

Mobile users have the highest cart abandonment as compared to other devices. As per the monetate report, the average mobile shoppers abandon their carts is 82.6%.

However, mobile devices are the primary source of traffic in the eCommerce industry around 73%. It clearly shows how much potential revenue is still needed to capture.

Cart Abandonment Rates From Different Angles

There are various factors that can affect cart abandonment rates, including type of product, traffic source, location, age, and time. Here are some picked shopping cart abandonment statistics around factors that every eCommerce business must know:

1. Social Media has Highest Cart Abandonment Rate at 91%

Most of the online shoppers who land on any eCommerce store have a high probability of coming from social media platforms, which have the highest cart abandonment rate, around 91%.

It mainly happens because people are just scrolling social media for entertainment purposes, and advertisements encourage them to join the product funnel, but they may not be prepared for the purchase decision.

That’s why online shoppers from social media have the highest cart abandonment rate as compared to other sources like direct traffic and email.

2. Cart Abandonments Decreases During the Last Few Days of the Month

As per the recent report, the cart abandonment rate slowly increases between the 7th-26th of every month. But, the data shows a big drop at the end of the year when customers make purchases during big sales.

eCommerce businesses can use this data for their own benefit by reminding their customers of the products they left in the cart during holidays to increase the chances of sales.

3. Customers Aged between 25-44 Mostly Abandon their Carts

As per the ContentSquare report, online shoppers between the ages of 25 and 34 have 21% higher cart abandonment chances, and the 35-44 age group follows right after 20%.

So, businesses should understand what age group of customers they’re targeting and why they’re leaving the cart.

8. The Longer Customers Take to Decide, Higher the Cart Abandonment Rate

Did you know? A surprising fact was found that if a customer takes a longer time to decide, then there’s a high chance of the cart abandonment rate.

According to Statista, the average cart abandonment happens in sectors like automotive, home furnishing, and jewelry with an average percentage of 85.97%, (90.50%) and (84.49%) respectively. Because these sectors require time and make the process longer for customers to make buying decisions that leads to cart abandonment.

On the other hand, some sectors have lower cart abandonment rates, like Groceries (50.03%), pharmaceuticals (70.06%), and cosmetics (70.11%), because these sectors allow customers to make frequent decisions.

What are the Causes of Cart Abandonment?

It’s time to explore the most valuable insights from the Baymard Institute report – what are the major reasons that make customers abandon their carts? Let’s find out!

1. 48% Shoppers Abandon their Carts Because of Extra Costs

As per Baymard’s report, one of the biggest reasons why shoppers abandon their cart is the extra cost required during their purchase. Such as shipping cost, custom costs and other extra fees make customers feel they are spending too much on products and leads to cart abandonment. 

Around 48% of shoppers abandon carts because they find some extra costs. That’s why, nowadays, businesses are offering free shipping services and increasing their actual product price to cover shipping charges. So customers don’t see any extra charges when purchasing.

Make sure customers get only one price without any extra charges to make their shopping journey much easier and faster when making buying decisions.

2. Complicated Checkout Process Deters 22% of Shoppers

Checkout is one of the crucial parts of the customer’s buying journey. This page will determine whether customers make a purchase or not depending on the experience on this page. It’s a bridge that connects customers with payment processes to make it easy. 

However, many businesses make the checkout page too complicated, leading to 22% of customers’ carts being abandoned.

The checkout page must be user-friendly, distraction-free and with globally accepted payment options to let customers quickly fill the details and use convenient payment for purchasing. It overall leads to minimal cart abandonment and more sales.

3. 18% Shoppers Found Return Policy Not Satisfactory

When customers are making buying decisions, then there are certain expectations they have. Such as expected delivery, discount offers, fast payment, easy return, etc. 

However, when customers actually lead to the checkout then various expectations break. One of the biggest concerns with return policies that didn’t make customers comfortable is that they can return freely no question asked. 

Seeing a complicated return policy process breaks the customer’s expectations and leads to 18% cart abandonment.

So, businesses must create a very easy-to-return money-back policy that customers can rely on and feel safe.

4. 23% of Users Abandon Carts Because Delivery Takes Too Long

Another major concern for having too many users abandon their carts is that delivery is taking too much time.

It’s the fastest-growing world, and long delivery time is a big ‘No’. Around 23% of shoppers immediately abandon their cart if the delivery is taking too long.

It’s a very disappointing experience for customers when delivery is showing too long. So, every business should work on their delivery operations and figure out a way to deliver as fast as possible to minimize the cart abandonment rate.

Average Revenue Lost Due to Cart Abandonment

Most eCommerce businesses are not aware of the true cost of cart abandonment and how much losses can be recovered if they work on resolving the cart abandonment. Let’s explore some shopping cart abandonment stats around revenue lost:

1. Around $4 Trillion Worth of Products Abandonment in Shopper’s Carts Every Year

According to a recent study, the products that customers leave in their shopping carts are worth around $4 trillion every year. That’s really a lot!

It clearly shows how much amount can be recovered if eCommerce businesses are resolving the cart abandonment issue.

2. 26% Shoppers Choose A Different Retailer After their Cart Abandonment

There’s one common behavior that is noticed in those shoppers who abandon their carts i.e, when they abandon their carts, later they choose a different retailer to complete their purchase. As per the Statista report, around 26% of shoppers do the same behavior to add items in the cart and buy from different online stores.

However, eCommerce businesses have the option to convert them until they find another online store for the same product.

3. Ecommerce Businesses Lost $260 Billion Worth of Revenue Due to Cart Abandonment

Did you know? You are leaving $260 billion worth of revenue because of cart abandonment, which is recoverable. 

If businesses are ready to make their customer shopping journey easier, resolve all the issues that lead to cart abandonment and provide the best experience then it can help you recover the revenue which is lost because of cart abandonment and drive more sales.

What is the Cart Abandonment Recovery Rate?

There are various options available for businesses to recover the cart abandonment revenue. One such great tool is email marketing, which is helping businesses to drive huge sales growth with their campaigns. Let’s explore more!

1. Retargeting Ads Can Reduce Cart Abandonment By 6.5% and Increase Sales Around 20%

Retargeting ads are working like magic for online retailers to drive more sales and reduce cart abandonment rates.

As per the MotoCMS report, the online retails found 20% sales growth and reduced 6.5% cart abandonment with the help of retargeting ads.

The two most popular platforms for retargeting are Google Ads and Facebook.

So, it’s the right time to explore the potential of retargeting ads by reminding customers what they’ve left in their cart to increase sales chances and reduce cart abandon rate.

2. Cart Abandonment Emails Have 40.10% Average Open Rate Across All Sectors

Reminders are the smallest part of marketing, but they contribute the biggest part of sales and revenue in businesses.

With the help of email marketing, businesses can run multiple cart abandonment email campaigns to keep reminding customers about their items added in their carts which increases the chances of conversions.

As per the Analyzify report, the average cart abandonment email open rate is 40.10% across all sectors.

When this kind of open rate and engagement opportunities businesses have then the chances of reducing cart abandonment is higher.

3. Three Cart Abandonment Emails Outperform Best

According to the Klaviyo report, sending three emails for reminding cart items to potential customers generates more revenue as compared to a single email.

So, it’s recommended that businesses send at least three cart abandonment emails to get the highest ROI and reduce the cart abandonment rate. However, the email sequence works well when you give space around 24 hours before sending the next one.

Wrapping Up!

Cart abandonment is one of the biggest concerns for eCommerce businesses, and taking action is necessary to understand this metric, which can help businesses take the right actions to reduce the cart abandonment rate and boost sales. We hope this guide will help you learn some of the most insightful shopping cart abandonment statistics, their reasons, and what you should do to reduce cart abandonment and increase revenue. Now, you have the latest data, and it’s your turn to make the data-driven decision to grow your business faster.

Sources:

Statista, Baymard Institute, Monetate, Dynamic Yield, MobiLoud, Hotjar, Contentsquare, Wisernotify, Infosys, MotoCMS, Analyzify, Klaviyo