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Cart Abandonment Rate: What Ecommerce Businesses Need to Know


Shopping online can be full of surprises – from hidden taxes to a lack of trust in the website or brand. All these factors contribute to cart abandonment – when shoppers add items to their carts but never hit ‘checkout’. It’s an issue that has major consequences for e-commerce businesses; lost sales and reduced revenue are just some examples.

Fortunately, tracking & analysing your cart rate could help you prevent it from happening before your customers head back out again into the online shopping world!

What is Cart Abandonment Rate?

Cart Abandonment Rate (CAR) is a metric that measures the percentage of customers who add items to their online shopping carts but do not complete the purchase.


How is the abandoned cart rate calculated?

It is typically calculated by dividing the number of abandoned online shopping carts by the number of total initiated transactions (carts) and then expressing the result as a percentage

By measuring the number of potential customers who started their checkout process, but didn’t complete it, retailers can pinpoint weaknesses in their sales funnel and take steps to improve conversion rates. 

What is a normal abandonment rate?

On average, nearly 70% of online shoppers who add items to their carts never complete the purchase – an abandonment rate that’s been dubbed ‘the norm’ across all industries. However, it can still vary for different types of e-commerce businesses and even within individual sectors: digital goods have a lower rate than apparel hawkers typically do.

This isn’t necessarily reflective if something is being done wrong either since some factors beyond one’s control such as website design or customer trust may be influencing it!

Why is the cart abandonment rate important for e-commerce businesses?

E-commerce businesses should pay close attention to their own shopping cart abandonment rate, as it can shed light on areas where they need improvement in order to drive more sales. Everything from a complicated checkout process and costly shipping fees, to limited payment options or inadequate security measures, could be what’s causing customers not to follow through with purchases – but luckily there are ways for merchants to tackle these issues head-on!

By making the purchase journey smoother and easier for shoppers or even for online window shoppers (and even providing incentives if possible!), e-com sites stand better chances at converting shopper abandoned carts into actual transactions – resulting in higher revenue potential ultimately.

Evaluating cart abandonment rate is a powerful tool for e-commerce businesses, allowing them to assess the success of their sales funnel and website. Businesses implement some of these metrics to identify potential obstacles hampering conversion rates or even measure results after an adjustment.

  • shipping policy amendments

  • introduce new payment options

  • site redesigns

What Causes Online Shoppers to Cart Abandonment

Here are some factors that can contribute to cart abandonment that businesses should keep an eye out for:

A. High shipping costs

Online shoppers are often discouraged from completing their purchase when confronted with unexpected, or disproportionately high shipping costs at the guest checkout page. To help limit cart abandonment and encourage sales conversion, it’s important to carefully consider the relative impact of delivery fees on low-cost items in particular – if they become too expensive overall, customers may turn elsewhere for more competitive prices.

Shipping costs are a surefire way to derail online retailers or customers from completing their purchases. Unexpected increases in the cost of delivery can confuse customers and lead them away from buying – something e-commerce sites want to avoid at all costs!

Thankfully, online retailers have options when it comes to offsetting those pricey shipping fees; they could offer promo codes and free or discounted shipments as well as prominently listing prices throughout the purchasing process so buyers aren’t taken by surprise once they reach the guest checkout page.

Here’s hoping more stores get savvy with fulfilling orders soon!

B. Complex checkout process


A complex checkout flow process can be the bane of e-commerce businesses, as customers may become overwhelmed and abandon their cart before completing a purchase. All too often it requires excessive amounts of time or information from shoppers – becoming tedious for users that end up feeling confused about what needs to be done exactly in order to finalize the sale. The result is frustration piling on top of confusion, creating an environment where customers are much less likely to finish purchasing products online from online retailers.

Without a streamlined guest checkout flow, customers may be discouraged from completing their purchase due to an uncertain final cost. This can cause e-commerce businesses substantial profit losses through cart abandonment.

To reverse this trend and encourage conversions, it is essential that companies provide clear instructions in the purchasing journey along with transparent pricing information throughout for optimal customer satisfaction rates.

C. Lack of trust in website security

Shopping online can be a convenient experience, however, it may also appear to customers as an unsafe one. Without trust in security protocols, shoppers are less likely to complete their purchase and checkout with confidence. A secure connection is critical for any e-commerce business – without the HTTPS protocol or further verification such as certifications; this lack of assurance may lead potential buyers away from completing transactions due to caution rather than convenience.


Customers need to feel secure when providing personal or financial information on a website. Without trust in the security measures, customers may be hesitant and choose not to complete their purchase – resulting in lost opportunities for businesses. Building consumer confidence is essential for successful online transactions.

Cart abandonment can be an e-commerce business’s worst nightmare, and it is often caused by a lack of trust in website security. To build that trust back up with customers, businesses need to make sure that their websites are secure through measures such as SSL encryption, displaying certifications from reliable authorities like VeriSign or Visa Secure Seal Program, and providing clear privacy policies for extra assurance.

D. Lack of payment options

Not enough payment methods can be a significant reason for cart abandonments on ecommerce sites. If shoppers are not able to pay with their preferred payment methods, such as using credit cards, digital wallets such as google wallet and apple pay, or bank transfers, they may simply give up and abandon the cart without purchasing anything. Providing ample choices in terms of payment systems is key if businesses want to optimize sales potential on e-commerce sites.

To ensure their customers make it through the guest checkout flow process successfully, businesses should be sure to provide a wide range of payment options that can accommodate shoppers from all countries and regions. Otherwise, those valued customers may find themselves abandoning their carts midway.

Customers crave convenience, so offering a variety of payment options can eliminate uncertainty and ensure their preferred method is available. This gives customers the assurance they need to complete purchases without any sense of anxiety or hesitation.

Noncompetitive payment solutions can often be a key obstacle to successful online purchases. E-commerce companies must strive for the greatest flexibility possible and offer guest checkout options, that include:

  • credit cards

  • e-wallets

  • bank transfers

  • and cash on delivery payments

This is in order to provide customers with diverse choices that make them feel comfortable completing their purchases.

E. Comparison shopping

When customers have the capability to make side-by-side comparisons of prices and features on multiple websites, their ability to find a better deal can be detrimental to eCommerce businesses – resulting in increased cart abandonment.

Shopping around is common among customers seeking the best deal. They compare prices, shipping costs, and return policies offered between different websites before committing to a purchase – however they usually won’t hesitate to jump ship when presented with an even better offer elsewhere.

Comparison shopping lends itself to customer uncertainty and is a major contributor to cart abandonment. E-commerce businesses can mitigate this by offering competitive prices, highlighting the exclusive features of their products, and utilizing transparent return policies in order to bolster consumer loyalty and trust.

In doing so, they can give a good online shopping experience that they are getting the best deal for them as opposed to allowing hesitant buyers to abandon carts due to suspicions about pricing or terms & conditions.

What to do to Reduce Shopping Cart Abandonment

E-commerce stores strive to reduce cart abandonment, as it can significantly impact revenue and profitability. There are several useful tactics available – such as offering discounts, coupon codes, or providing payment flexibility – which could help decrease lost sales and boost overall business performance.

A. Offering free shipping options

Free shipping is a great guest checkout option to reduce abandoned shopping carts and encourage customers to complete their purchases. Not only can it save them money, but also give the sense of value associated with getting that extra perk without having to pay for it – leading potentially to more online sales! Plus, they are likely urged into completing their transaction when knowing they don’t have an additional cost (shipping) at checkout. All this leads up to higher sales revenue overall – so consider adding free shipping as part of your e-commerce strategy today!

Free shipping can be an invaluable sales tactic, decreasing shopping cart abandonment statistics and increasing customer satisfaction. By offering free delivery based on purchase total or during promotional periods, e-commerce businesses create a sense of urgency to drive conversions that they would not otherwise receive.

B. Streamlining the checkout process

Enhancing the checkout process is an excellent approach to lowering the shopping cart abandonment statistics rate. A straightforward and better checkout flow experience makes it simpler for many shoppers to complete purchases, decreasing their likelihood of not going through with them. This can also create more online shopper satisfaction as there is less time and effort needed to conclude a purchase – possibly resulting in repeat business.

Furthermore, when reassure customers see that the website has simple navigability they are likely to lower the chance of cart abandonment towards your brand which gives way to greater chances of completing a transaction successfully.

Creating an ideal checkout flow process can be an effective way to prevent cart abandonment and increase customer satisfaction. To help achieve this goal, e-commerce stores should reduce the number of steps in their checkout page system, provide clear guidance throughout the shoppers buying online journey, as well as make sure that customers have a seamless experience regardless if they’re shopping on mobile or desktop devices.

C. Building trust through website security measures


Security plays an important role when it comes to e-commerce transactions. SSL encryption and displaying security certifications give online visitors the assurance that their personal information is secure, building trust in businesses and encouraging them to complete purchases.

Furthermore, informing shoppers about clear privacy policies can strengthen this relationship of trust by reassuring shoppers how their data will be used. All these measures are important to reduce shopping cart abandonment rates so companies should strive towards implementing strong safety protocols every step of the way!

Boasting an unshakable web security presence can be a powerful tool for reducing cart abandonment, and e-commerce businesses should take advantage of this. Establishing trust in their website with strong measures and certifications conveys to customers that the safety of both personal information as well as financial data is essential; creating assurance that ultimately increases online customers’ confidence in every completed transaction.

D. Providing multiple payment options

E-commerce businesses can benefit from providing a range of payment options, such as credit cards, e-wallets, bank transfers, and cash on delivery. Not only does this help to reduce cart abandonment by giving customers the freedom to choose their preferred method of payment; but it also creates customer satisfaction through convenience and fosters trust in the website for repeat patronage.

Payment options are an essential element to successful e-commerce businesses. Offering customers multiple payment options has great benefits, from increasing trust and customer satisfaction to broadening the website’s reach.

Moreover, it is crucial that this process should be both straightforward and easy for your shoppers to comprehend – ensuring their shopping experience runs smoothly each time!

E. Creating a sense of urgency


Fast-acting e-commerce companies can benefit from creating a sense of urgency to reduce shopping cart abandonment and motivate customers to complete their purchases quickly. This could be achieved by:

  • Providing limited-time discounts, emphasizing the scarcity of certain products, or setting deadlines for offers. Use discount codes or conduct holiday sales.

  • Quickly sealing deals not only boosts sales but also increases customer satisfaction as it provides convenience that encourages return business.

  • Creating urgency can be a powerful tactic for any e-commerce business, driving customer satisfaction and increasing the chances of purchase completion. 

  • Leverage limited-time discounts or stock alerts to give customers an incentive to act fast! Providing deadlines on offers also encourages shoppers not to miss out.

Understanding and Analyzing your Cart Abandonment

E-commerce businesses can benefit greatly from understanding and analyzing cart abandonment. Tracking the rate of customers who start to checkout but ultimately abandon their carts reveals valuable insights that help identify patterns, and trends in customer behavior leading up to the purchase decision – all of which point towards improving the overall service experience while simultaneously reducing this abandonment rate.

With such data available, tailored steps can be taken for an optimal user journey through your website or app.

A. Tracking cart abandonment rate

E-commerce companies understand the significance of purchases being completed. After all, it’s no use having customers fill up their carts if they aren’t able to finish checking out! Tracking cart abandonment rates help businesses identify patterns and trends so that sales losses can be minimized.

This data can provide important clues as to what could be causing customers not to complete purchases. Factors like slow checkout times, hefty shipping costs, and unreliable website security may all contribute to lost conversions. Making changes in these areas might lead the way to an improved conversion rate!

With consistent tracking of cart abandonment rates, e-commerce businesses can stay on top of customer trends to achieve maximum success. They are even able to identify patterns in why potential customers don’t complete purchases and make necessary adjustments based on the findings – like changes in policy or website design specifically catered towards optimization.

B. Identifying patterns and trends

E-commerce businesses can take advantage of the wealth of information they collect by identifying trends and patterns in their cart abandonment data. This way, they’ll be able to identify what products customers may leave behind during checkout, which customer demographics are more likely to abandon carts, as well as when those abandons occur. 

Having this knowledge at hand then allows them to proactively combat cart abandonment issues with smart solutions – such free shipping options or easier mobile checkout processes – that could help bring back lost conversions.

E-commerce businesses have the chance to make a real impact on their success with pattern and trend identification. Tracking when, why, and which customers are abandoning carts can provide vital information for targeted messages or incentives that prevent future cart abandonment. 

Leveraging data about website problems like slow loading times gives companies an opportunity to take corrective action quickly before too many potential sales slip away!

C. Analyzing user behavior

E-commerce businesses can gain valuable insight into why customers are abandoning their carts by analyzing customer behavior. By looking at data such as pages visited, product views, and time spent on the website during a purchase journey, businesses can identify potential challenges that result in abandonment. 

Armed with this information they can improve the user experience where needed to reduce abandonment rates further down the line. Additionally, companies may target segments of customers more likely to abandon their cart with tailored messages or incentives for increased conversion success!

By analyzing customer behavior, e-commerce businesses can gain valuable insight into the buying journey and identify any potential hiccups or issues that may be driving customers away from completing checkout.

With this information in hand, companies are able to better understand why carts get abandoned and take steps to correct these problems with targeted messaging for segments of users more likely to abandon their transactions.

D. A/B testing to improve the checkout flow process

E-commerce businesses have a unique opportunity to understand their customers better and boost revenue potential. A/B testing allows them to compare variations of the checkout process, such as one or multiple pages and copywriting content changes – revealing which produces the greatest engagement results. Armed with this powerful insight, companies can refine the experience for higher cart retention rates.

A/B testing can be invaluable for e-commerce businesses that want to improve their checkout experience. By tinkering with various form fields, step numbers, and more, they gain informative insights on how these elements influence customers’ decision-making – allowing them to make data-driven changes that reduce cart abandonment and maximize the effectiveness of their online store!



What is meant by cart abandonment?

The shopping cart abandonment rate is an essential metric for all e-commerce businesses. High rates can be indicative of a variety of issues, from costly shipping to customer concerns with website security and payment options.

Businesses have the opportunity to reduce their cart abandonment rate by implementing strategies such as the following:

  • free shipping
  • creating a streamlined checkout process 
  • building trust through enhanced safety measures
  • providing increased payment methods forms
  • displaying urgent messaging during checkout processes that help drive conversions quickly 
  • A/B testing different variations of checkouts

These will ultimately lead online businesses on the path toward success in conversion optimization endeavors.

Why must E-commerce businesses or online retailers reduce their shopping cart abandonment rate?

Online businesses need to prioritize reducing the shopping cart abandonment rate in order to boost their revenue and profitability. Without successful completion of the purchase, potential sales are lost which can have a severe impact on an organization’s bottom line.

To ensure customer satisfaction and return business, it is essential that any contributing factors such as lengthy checkouts or questionable website security are identified and addressed promptly – these improvements will improve the overall consumer experience while providing financial rewards for companies who implement them successfully.

E-commerce stores are encouraged to take action to improve their shopping cart abandonment rate.

Don’t let cart abandonment be an obstacle to success. Take proactive steps today towards identifying and resolving the issues that lead customers away from your site – expensive shipping, complicated checkout journeys, security doubts or lack of payment options can all play a role in discouraging people from seeing their purchase through. 

By introducing measures such as free delivery services, giving discount codes, optimizing the checkout pages for ease of use, reinforcing trust with SSL certificates, improving overall site speed, and broadening preferred payment methods you’ll improve customer satisfaction levels while maximizing revenue potential – create urgency where possible too by tracking down rates in order to identify trends & behavior patterns quickly! 

Don’t miss out—retarget cart abandoners and start realizing the benefits of increased conversions. Take action now for a more profitable online business future!


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Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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