The Ultimate Guide to Cart Abandonment: Why It Happens and How to Fix It

The primary reason for cart abandonment often boils down to unexpected costs such as shipping, taxes, and other fees. Shoppers add items to their cart, only to be caught off guard by these additional charges, leading them to exit without completing a purchase.

As of July 2023, the cart abandonment rate stands at 70.72%. This means out of every 100 potential customers, approximately 71 will leave without making a purchase. Grasping this high rate is vital for ecommerce businesses to develop effective strategies.

The industry averages a cart abandonment rate of nearly 70%. Though this figure seems high, it's considered normal due to the various factors affecting a customer's decision. Nonetheless, efforts should be made to lower this rate for increased sales.

Cart abandonment happens when items are added to carts but the shopper leaves before checking out. In contrast, checkout abandonment occurs when the checkout process is initiated but not completed. Differentiating the two aids in crafting tailored strategies.

Steep and unexpected fees often deter customers from adding items to their cart. Some shoppers add products to see the total cost with added fees, and decide against proceeding once these are revealed.

Calculate the abandonment rate by dividing the number of abandoned carts by the total number of initiated transactions. For example, if 1,000 calls to action result in 50 abandoned carts, the rate is 5%. Understanding this metric is crucial for your ecommerce success.