Shopping cart abandonment is a problem that plagues online stores of all sizes. It’s estimated that almost 70% of shopping carts are abandoned, resulting in billions of dollars in lost revenue each year.

If you own an online store, you’ve probably already seen that cart abandonment is a huge source of frustration. It is estimated that almost two-thirds of all online customers abandon their shopping carts before checking out.

In this article, we will cover all you will need to know about this subject.

What is Shopping Cart Abandonment:

Shopping cart abandonment is when a customer puts items in their online shopping cart but then leaves the website without completing the purchase. This phenomenon costs retailers billions of dollars each year, as customers often abandon their carts due to high shipping costs, unexpected taxes, and fees, or simply changing their minds.

There are a few ways to reduce shopping cart abandonment and improve conversions, such as offering free shipping, clearly displaying prices and taxes upfront, and providing customer support in case there are any issues.

What Causes Shopping Cart Abandonment:

There are many reasons why customers abandon their shopping carts, but the most common include:

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  • High shipping costs: 44% of shoppers say that high shipping costs are the main reason they abandon their carts.
  • Unexpected taxes and fees: 19% of shoppers say that unexpected taxes and fees are the main reason they abandon their carts.
  • The checkout process is too long or complicated: 18% of shoppers say that a long or complicated checkout process is the main reason they abandon their carts.
  • The website crashes or is slow: 4% of shoppers say that a website crash or slow loading time is the main reason they abandon their carts.
  • Other reasons include: not being able to find the items they were looking for, not being able to use a coupon or promo code, the site not accepting their preferred payment method, and receiving too many emails from the company.

Shopping Cart Abandonment Statistics To Know for 2022

According to Baymard Institute, the global average shopping cart abandonment rate is 69.23%. This means that for every 100 online shoppers, 69 will abandon their carts before completing the purchase.

However, the shopping cart abandonment rate varies by country, with the highest rates in Brazil (81.71%), Mexico (79.03%), and China (77.29%). The lowest rates are in Switzerland (52.63%), the United Kingdom (58.29%), and the United States (63.39%).

According to Statista, the global average order value for abandoned carts was $107 in 2020.

How to Reduce Shopping Cart Abandonment:

There are a few ways to reduce shopping cart abandonment and improve conversions, such as:

Offering free shipping:

46% of shoppers say that free shipping is the most important factor when deciding whether to complete a purchase.

Displaying prices and taxes upfront:

42% of shoppers say that transparent pricing is the most important factor when deciding whether to complete a purchase.

Providing customer support in case there are any issues:

38% of shoppers say that customer support is the most important factor when deciding whether to complete a purchase.

How to try to get a customer who left their shopping cart to come back

If a customer abandons their shopping cart, there are a few things the retailer can do to try and win them back.

ecommerce Cart Abandonmen
  • One option is to send them an email reminder about their abandoned items. This email can include a discount or coupon code to incentivize them to complete the purchase.
  • Another option is to retarget them with ads on social media or other websites they visit. These ads can also include a discount or coupon code to incentivize the customer to come back and complete their purchase.
  • Finally, the retailer can provide customer support in case the customer had any issues with the website or checkout process. This can help to build trust and improve the chances that the customer will come back and complete their purchase.

Rates of shopping cart abandonment by industry

Shopping cart abandonment rates vary by industry, with the highest rates in the travel and hospitality industry, followed by the retail and eCommerce industry.

The travel industry:

The travel industry has the highest shopping cart abandonment rate of all industries, with 81.71% of shoppers abandoning their carts. This is likely because travel is a high-ticket item, and customers are often comparison shopping. Airlines, in particular, have high abandonment rates due to the complex checkout process and hidden fees.

The retail industry:

The retail industry has a shopping cart abandonment rate of 63.39%. This is likely because many customers prefer to shop in-store rather than online. In addition, the retail industry is very competitive, and there are often many options for where to buy a product. This can lead to customers abandoning their carts in search of a better deal.

The eCommerce industry:

The eCommerce industry has a shopping cart abandonment rate of 58.29%. This is likely because customers can be hesitant to make a purchase online, especially if they are not familiar with the company or product. In addition, the eCommerce industry is very competitive, and there are often many options for where to buy a product. This can lead to customers abandoning their carts in search of a better deal.

Hospitality industry:

The hospitality industry, which includes hotels and resorts, has a shopping cart abandonment rate of 74.12%. This is likely because customers are often comparison shopping, and the hotel industry is very competitive. In addition, the checkout process for hotels can be complex, with many hidden fees.

Automotive industry:

The automotive industry has a Shopping Cart Abandonment rate of 49.01%. This may be because there are many options for car buyers, and they may be hesitant to purchase a car without seeing it in person. Additionally, the automotive industry is often affected by economic conditions, which can lead to customers abandoning their carts.

Food and beverage industry:

The food and beverage industry has a Shopping Cart Abandonment rate of 40.72%. This may be because customers often want to see and smell the food before they purchase it. Additionally, the food and beverage industry is very competitive, and there are often many options for where to buy food. This can lead to customers abandoning their carts in search of a better deal.

Health and beauty industry:

The health and beauty industry has a Shopping Cart Abandonment rate of 36.27%. This may be because customers often want to try the product before they purchase it. Additionally, the health and beauty industry is very competitive, and there are often many options for where to buy products. This can lead to customers abandoning their carts in search of a better deal.

Shoes and apparel industry:

The shoes and apparel industry has a Shopping Cart Abandonment rate of 33.37%. This may be because customers often want to try on the clothes before they purchase them. Additionally, the shoes and apparel industry is very competitive, and there are often many options for where to buy products. This can lead to customers abandoning their carts in search of a better deal.

Home improvement industry:

The home improvement industry has a Shopping Cart Abandonment rate of 30.53%. This may be because customers often want to see the product in person before they purchase it. Additionally, the home improvement industry is very competitive, and there are often many options for where to buy products. This can lead to customers abandoning their carts in search of a better deal.

Grocery industry:

Shopping Cart abandonment is a huge issue in the eCommerce industry, with an estimated $4 trillion worth of merchandise left unclaimed in carts every year. But within the grocery industry, that number is even higher. A study by Boston Consulting Group found that more than 60% of all online grocery shopping carts are abandoned, amounting to more than $1 trillion in lost revenue each year.

Overall, the retail and eCommerce industries have the highest shopping cart abandonment rates. This is likely because these industries are very competitive, and customers have many options for where to buy a product. In addition, the checkout process can be complex, with many hidden fees.

Rate Of shoppers abandoning their shopping carts on mobile devices

In 2017, it was reported that mobile Shopping Cart abandonment rates were as high as 81%. This number is only expected to increase in the coming years, as more and more people purchase products using their mobile devices.

  • There are many reasons for this high abandonment rate. For one, customers are often distracted when they are using their mobile devices. They may be in a hurry, or they may be interrupted by a phone call or text message. Additionally, the checkout process on many mobile sites is complex and confusing. This can lead to customers giving up and abandoning their carts.
  • Another reason for the high abandonment rate is that many mobile sites are not optimized for mobile users. This means that the site may be difficult to navigate, or it may take too long to load. This can cause customers to become frustrated and abandon their carts.

To combat Shopping Cart abandonment, it is important to have a well-designed mobile site that is easy to use and navigate. Additionally, the checkout process should be simple. Finally, it is important to offer customer support in case there are any problems.

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Let’s wrap things up:

In conclusion, Shopping Cart Abandonment is a problem for online retailers, as it can cost them billions of dollars in lost sales each year. Some of the common reasons for this are:

  • Unclear Shipping Costs (55%)
  • Lack of trust in the online store (44%)
  • Complicated or Long Checkout Process (41%)
  • Requires creating an account (29%)
  • Problems with the payment process (26%)
  • Unable to find a coupon or discount code (22%)
  • Shipping takes too long (17%)
  • Product is out of stock (14%)
  • Website crashes or is slow (11%)
  • High cost of the product (21%)

If you are an online store owner, it is important to take note of these reasons.

Here is the possible solution to this:

  • To combat shopping cart abandonment, retailers need to focus on providing a seamless online shopping experience. One way to do this is by offering free shipping or flat-rate shipping.
  • Additionally, retailers should streamline their checkout process and offer a variety of payment options.
  • Finally, retailers should provide customer support in case shoppers have any questions or issues.

By taking these steps, retailers can reduce shopping cart abandonment and increase sales.

ECommerce websites that fail to turn visitors into consumers will not make any money. Understanding what hinders customers from making a purchase is critical. Your online sales approach should take into account the shopping cart abandonment data we mentioned in this post.

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