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Baymard InstituteBaymard Institute LogoNavigation

 1. Free UX Research
 2. Resources
 3. Cart Abandonment Stats


49 CART ABANDONMENT RATE STATISTICS 2024

70.19% – average documented online shopping cart abandonment rate

Based on the data we collected, we’ve calculated the average cart abandonment
rate of 70.19%. This value is an average calculated based on 49 different
studies containing statistics on e-commerce shopping cart abandonment.




ABANDONMENT RATE STATISTICS:

 * 79.53% SalesCycle 2023 (retrieved July 11, 2023)

 * 68.70% Fresh Relevance 2022 (retrieved August 16, 2022)

 * 79.30% Kibo Commerce 2021 (retrieved August 16, 2022)

 * 59.22% Fresh Relevance 2021 (retrieved November 19, 2021)

 * 81.08% SalesCycle 2021 (retrieved November 19, 2021)

 * 57.60% Freshrelevance 2020 (retrieved December 21, 2020)

 * 84.27% SaleCycle 2020 (retrieved December 21, 2020)

 * 77.13% Barilliance 2019 (retrieved December 21, 2020)

 * 56.82% Fresh Relevance 2018 (retrieved March 28, 2019)

 * 75.60% SaleCycle 2018 (retrieved June 20, 2018)

 * 81.40% AbandonAid 2017 (retrieved June 20, 2018)

 * 76.90% SaleCycle 2017 (retrieved June 20, 2018)

 * 78.00% Listrak 2016 (retrieved January 9, 2017)

 * 75.50% Adobe 2016 (retrieved January 9, 2017)

 * 68.80% Barilliance 2016 (retrieved January 9, 2017)

 * 74.52% SaleCycle 2016 (retrieved September 21, 2016)

 * 71.39% Barilliance 2015 (retrieved January 14, 2016)

 * 68.95% IBM 2015 (retrieved December 7, 2015)

 * 75.00% Listrak 2015 (retrieved May 8, 2015)

 * 75.60% SaleCycle 2015 (retrieved May 8, 2015)

 * 68.38% IBM 2014 (retrieved December 2, 2014)

 * 72.00% Listrak 2014 (retrieved September 26, 2014)

 * 69.20% Vibetrace 2013 (retrieved March 25, 2014)

 * 62.30% Fireclick 2014 (retrieved March 12, 2014)

 * 74.00% Barilliance 2013 (retrieved March 12, 2014)

 * 67.41% IBM / Coremetrics 2013 (retrieved December 6, 2013)

 * 78.00% AbandonAid 2013 (retrieved December 6, 2013)

 * 60.32% Triggered Messaging 2013 (retrieved July 28, 2013)

 * 75.00% Listrak 2013 (retrieved July 3, 2013)

 * 67.00% Comscore 2012 (retrieved July 3, 2013)

 * 74.23% SaleCycle 2013 (retrieved April 26, 2013)

 * 80.30% Rejoiner 2012 (retrieved February 14, 2013)

 * 61.85% IBM / Coremetrics 2012 (retrieved December 20, 2012)

 * 74.76% Fireclick / DigitalRiver 2012 (retrieved November 2, 2012)

 * 76.00% Listrak 2012 (retrieved July 17, 2012)

 * 72.31% Fireclick / DigitalRiver 2011 (retrieved February 25, 2012)

 * 62.31% IBM / Coremetrics 2011 (retrieved February 25, 2012)

 * 72.00% SeeWhy 2011 (retrieved February 25, 2012)

 * 71.00% SeeWhy 2010 (retrieved February 25, 2012)

 * 55.00% Forrester Research 2010 (retrieved February 25, 2012)

 * 63.68% IBM / Coremetrics 2010 (retrieved February 25, 2012)

 * 69.38% Fireclick / DigitalRiver 2010 (retrieved February 25, 2012)

 * 62.14% MarketLive 2009 (retrieved February 25, 2012)

 * 71.00% Forrester Research 2009 (retrieved February 25, 2012)

 * 63.19% IBM / Coremetrics 2009 (retrieved February 25, 2012)

 * 68.00% SeeWhy 2009 (retrieved February 25, 2012)

 * 62.01% IBM / Coremetrics 2008 (retrieved February 25, 2012)

 * 61.36% IBM / Coremetrics 2007 (retrieved February 25, 2012)

 * 59.80% MarketingSherpa 2006 (retrieved February 25, 2012)

Average: 70.19% abandonment rate

Last updated: July 11, 2023


WHY THIS LIST?

We created this list because we needed some abandonment statistics ourselves for
our E-Commerce Checkout Usability study and articles.

When searching for these statistics we found a myriad of articles citing the
same sources, as well as large fluctuations in the actual abandonment rates. So
to save you and ourselves that hassle we decided to gather all statistics in a
single place.

We’ve also calculated an average so it’s easy to cite just one number instead of
49 different ones.

Know of any cart abandonment statistics not on this list? Then send an email to
support@baymard.com.


WHY USERS ABANDON THEIR CART

Now in all fairness to the e-commerce industry, a large portion of cart
abandonments are simply a natural consequence of how users browse e-commerce
sites – many users will be doing window shopping, price comparison, saving items
for later, exploring gift options, etc. These are largely unavoidable cart and
checkout abandonments.

In fact, our latest quantitative study of reasons for abandonment found that 48%
of US online shoppers have abandoned a cart within the last 3 months because “I
was just browsing / not ready to buy”. Most of these will abandon even before
they initiate the checkout flow. However, if we segment out this “just browsing”
segment, and instead look at the remaining reasons for abandonments we get the
following distribution:



Reasons for Abandonments During Cart & Checkout (2024 data):

 * 48% Extra costs too high (shipping, tax, fees)
 * 26% The site wanted me to create an account
 * 25% I didn't trust the site with my credit card information
 * 23% Delivery was too slow
 * 22% Too long / complicated checkout process
 * 21% I couldn't see / calculate total order cost up-front
 * 18% Returns policy wasn't satisfactory
 * 17% Website had errors / crashed
 * 13% There weren't enough payment methods
 * 9% The credit card was declined

Unlike the “just browsing” segment, a lot of these issues can be resolved. In
fact, many of them can be fixed purely through design changes. Let’s take a look
at just 1 of 140 examples in our new checkout research study:

 * 22% of US online shoppers have abandoned an order in the past quarter solely
   due to a “too long / complicated checkout process”.
 * Now, our large-scale checkout usability testing shows that an ideal checkout
   flow can be as short as 12-14 form elements (7-8 if only counting the form
   fields).
 * Yet, our checkout benchmark database reveals that the average US checkout
   flow contains 23.48 form elements displayed to users by default. (14.88 if
   only counting the form fields.)

In other words, over 1 out of 5 shoppers have abandoned a cart in the last
quarter due to a “too long / complicated checkout process”, yet for most
checkouts it’s possible to make a 20-60% reduction in the number of form
elements shown to users during the default checkout flow. And again, this is
just 1 of the 140 documented causes for checkout usability issues.


THE EFFECTS OF SHOPPING CART ABANDONMENT: $260 BILLION ARE RECOVERABLE

If we focus only on checkout usability issues which we – during the past 10
years of large-scale checkout testing at Baymard Institute – have documented to
be solvable, the average large-sized e-commerce site can gain a 35.26% increase
in conversion rate though better checkout design. And that is despite testing
the checkout flows of large e-commerce sites in the US and EU, such as Walmart,
Amazon, Wayfair, Crate & Barrel, ASOS, etc.

If we look at the combined e-commerce sales of $738 billion in the US and EU,
the potential for a 35.26% increase in conversion rate translates to $260
billion worth of lost orders which are recoverable solely through a better
checkout flow & design.

Now, achieving such gains won’t come easy. But even when we audit leading
Fortune 500 companies, who’ve already run a couple of checkout optimization
projects, we find that major gains are still possible. And the potential is big:
our benchmark of the checkout flows of 60 leading e-commerce sites show the
average site has 39 potential areas for checkout improvements.

Learn more about our full checkout research findings.

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Case studies of 244 top e-commerce sites. Ranked using 215,000+ UX performance
scores.

Page Designs

14,000+ annotated design examples, for systematic inspiration on e-commerce page
types.

Resources

Abandonment stats, credit card patterns, code samples, and demos, for usability

--------------------------------------------------------------------------------

Use Cases

Industry:
 * Apparel & Accessories
 * Business-to-Business
 * Electronics & Office
 * Health & Beauty
 * Home & Hardware
 * Furniture & Home Decor
 * Luxury Goods
 * Mass Merchant
 * Sports Gear & Equipment
 * Toys & Crafts
 * Pets & Hobbies
 * Direct to Consumer
 * Telco
 * Internet Service Providers
 * Automotive Parts & Specialty
 * Insurance
 * Vitamins & Supplements
 * B2B Medical & Pharma
 * B2B Electronic Components & Machinery
 * Online Grocery
 * Meal Kits
 * Consumable Subscriptions
 * Food Delivery & Takeout
 * Travel Accommodations
 * Travel Tours & Experience Booking
 * SaaS & Digital Subscriptions

Theme:
 * Homepage & Category
 * On-Site Search
 * Accessibility
 * Product List
 * Product Page
 * Cart & Checkout
 * Accounts & Self-Service
 * Mobile Web
 * Mobile App

UX Training:
 * For Trainees
 * For Managers
 * 330+ UX Certificants
 * UX Certification

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