Shopping Cart Abandonment Rate

Shopping Cart Abandonment Rate

What is the Shopping Cart abandonment rate?

When a number of customers add products to their carts but then leave the website before completing the purchase, this process is known as cart abandonment rate.


According to a study done by the Baymard Institute, the average cart abandonment rate for travel websites is 56.67%.

According to a study done by Statista, the average cart abandonment rate for e-commerce websites is 69%.

Table of Content

How to Calculate Shopping Cart abandonment rate?

The cart abandonment rate mathematically can be defined as – (number of abandoned carts / of initiated carts) * 100.

Example Calculation:-  Suppose in one month you had 600 initiated carts, out of which 300 were abandoned. To figure out the rate of abandonment we will -:

(300 / 600) * 100 = 50%

This indicates that your cart abandonment rate was 50% for that particular month.

Pros of Cart Abandonment Rate

Get Useful Customer Insights: The cart abandonment rate offers good information about the ways of a buyer, like their preferences, intentions to purchase items, and points of resistance throughout the checkout process. That way businesses can understand better about their customers and modify their strategy by analyzing the data.

Detecting Conversion Roadblocks: High cart abandonment rates might point to particular steps in the checkout process where customers may be experiencing problems. Businesses may enhance their websites or checkout procedures by recognising these obstacles, simplifying the procedure and dropping conversion barriers.

Increase Retargeting Opportunities: Place efficient retargeting efforts must be put in by the firms after evaluating the cart abandonment rates.

Cons of Cart Abandonment Rate
  • Incomplete Context: Cart abandonment rate alone does not provide a complete understanding of why customers abandon their carts. It lacks specific insights on individual reasons regarding the abandonment.
  • Varying Industry Benchmarks: Benchmarking cart abandonment rates can be challenging as industry averages may differ based on factors like product type, target audience, and market trends.
  • Limited Conversion Focus: Focusing solely on cart abandonment rate may overshadow other crucial metrics, such as average order value, customer lifetime value, repeat purchase rate, etc.
Rates of different Industries  by Baymard Institute
Industry Cart Abandonment Rate
Beauty and personal care 84.9%
Home and furniture 80.99%
Fashion, accessories, and apparel 78.93%
Pet care and veterinary services 72.4%
Consumer electronics 70.65%
Grocery 61.13%
Travel 56.67%
Food delivery 53.29%
Automotive 47.22%
Cart abandonment rates by gadgets in 2023, according to Statista
Desktop 60.43%
Tablet 63.64%
Mobile 78.98%

Author Profile

Varuna Raghav
Varuna Raghav
As a CX and marketing specialist, Varuna Raghav has more than 15+ years of experience to her name. Her enriching input has been valuable to the brands and organizations she's worked with.

Leave a Reply

Your email address will not be published. Required fields are marked *

More like this