I know you have put a lot of effort into designing your e-commerce website, writing product pages, and investing a lot in marketing campaigns to attract your targeted audience. But do you know why they abandoned their carts without completing the purchase process?

Nobody wants to lose their potential customers like this, right? So, it is more important to know why this happens and how to fix it, too. It is important not just to increase sales but to use these data to help you to improve your sales strategy and create an amazing shopping experience.

Top 20 Cart Abandonment Statistics You Need To Know In 2024

The statistics discussed in this guide are more than a typical shopping cart abandonment rate. It describes how this rate varies over the years across different industries, devices, and demographics. By understanding these patterns, you will gain insights into why cart abandonment occurs, the significance of recovering abandoned carts, and how to effectively focus your efforts on making changes that boost conversions.

An Overview

First, let's check the basics of cart abandonment: what is the global average, and how has this average evolved over the past decade?

1. 70% of visitors Abandon their cart

How to Avoid It:

• Implement Exit-Intent Popups: Use exit-intent popups to offer discounts or remind customers of their pending purchases. Tools like OptinMonster and Privy can help.
  
• Send Abandoned Cart Emails: Take the help of automated email to remind visitors about their cart abandonment, tempt them by giving various offers, and try to influence them to complete the purchase. You can use Kalviyo and Mailchimp to send automated emails.

Abandonment Rate From Different Devices

Shoppers may behave differently from various devices, including desktop, tablet, and mobile. That’s why you should know the cart abandonment rates from various devices.

2. The cart abandonment rate from the desktop is around 69.75%

3. According to the study, we can say 80.74% of tablet users abandon their carts

4. 85.65% of mobile users abandon their cart, which is the highest

How to Avoid It:

• Mobile optimization: Make sure your website is smoothly responsive and provides users with a good experience. You can check this through the Google Mobile-friendly test.
  
• Simple Checkout Process: Use a simple and short checkout process for your shoppers. You can ensure it using tools like PayPal One Touch or Apple Pay.
  
• Improve Loading Time: Google PageSpeed Insights will help you to know and improve your website’s loading time for mobile devices.

Abandonment Rate From Different Angles

How do cart abandonment rates vary based on traffic source, location, age, and the time of month and year?

5. Longer decision time increases the cart abandonment rate

How to Avoid It:

• Create Urgency: You can create countdown timers, or you can alert shoppers for low stock. Tools like Countdown Cart by Beeketing can be useful.
  
• Give complete product information: In-depth product information with quality content and images/videos will help shoppers make quick decisions.

6. Users who came from social media have abandoned carts mostly, i.e., up to 91%

How to Avoid It:

• Personalized Landing Pages: To ensure relevance and continuity, create customized landing pages for social media traffic. Tools like Unbounce and Leadpages can help create optimized landing pages.
  
• Retargeting Ads: Try retargeting ads to tempt social media users. You can use Facebook ads and Google ads to retarget visitors.

7. The study noted the highest cart abandonment rate from the APAC region at 82%

How to Avoid It:

• Consider Localized Payment Options: Choose easily available payment options in the APAC region. You can consider Paytm, AmazonPay, etc.
• Write easily understandable content: You can put a translation option (translate to the local language) to help them understand the marketing message easily.

8. Users aged between 25-44 years are more likely to abandon their carts

How to Avoid It:

• Give various offers: Tempt the targeted audience by providing various discounts, cash back, etc.
• Use Social Proof: Show shoppers reviews or testimonials that will increase trust.

9. The cart abandonment rate slowly increases between the 7th-26th of every month

How to Avoid It:

• Mid-Month Promotions: Launch mid-month sales or limited-time offers to incentivize purchases during this period.
  
• Reminder Notifications: Use push notifications to remind customers of their abandoned carts. Tools like PushEngage can help implement this strategy.

Cart Abandonment Causes

What causes customers to abandon their carts after adding products? Let’s check the numbers to know the true reasons behind online cart abandonment, excluding responses from users who are simply window shopping.

10. 48% of shoppers abandon carts because of extra checkout cost

How to Avoid It:

• Transparent Pricing: Display all costs upfront, including taxes and shipping fees.
  
• Offer Free Shipping: Consider offering free shipping for orders over a certain amount. Tools like Shippo and ShipStation can help manage shipping options and costs.

11. 24% of users abandon their carts because they ask to create a compulsory account

How to Avoid It:

• Guest Checkout: Allow customers to complete their purchases without creating an account.
  
• Social Login Options: Offer login options using social media accounts for a quicker checkout. Tools like OneAll can integrate social logins into your website.

12. 22% of users abandon carts because of too-long delivery days

How to Avoid It:

• Expedited Shipping Options: Offer faster shipping options even if they cost extra.
  
• Display Estimated Delivery Dates: During checkout, clearly show estimated delivery dates. Tools like AfterShip can help provide accurate delivery information.

13. 18% of shoppers don’t purchase because they don’t trust the online purchase

How to Avoid It:

• Build Trust: Prominently displays trust badges, secure payment icons, and customer reviews. Tools like Trustpilot and Yotpo can help gather and display reviews.
  
• SSL Certificates: Ensure your website is secure by using SSL certificates. Most eCommerce platforms like Shopify provide built-in SSL.

14. A complicated checkout process causes cart abandonment of 17% of shoppers

How to Avoid It:

• Streamline Checkout: Simplify the checkout process by reducing the required steps and fields. Tools like Shopify’s Checkout Optimization feature can assist in streamlining the process.
  
• Autofill Options: Use autofill options for address and payment information to speed up the process.

15. Website error causes 14% of shoppers to abandon their cart

How to Avoid It:

• Regular Testing: Conduct regular website testing to identify and fix errors. Tools like Google Analytics can help monitor and analyze user behavior to spot issues.
  
• 24/7 Support: Offer live chat support to assist users in real time. Tools like Zendesk Chat and Intercom can provide instant support.

16. 12% of shoppers abandon their cart because they don’t like the return policy

How to Avoid It:

• Easy Return Policy: Clearly state and simplify the return policy to make it user-friendly. Tools like Returnly and AfterShip Returns Center can help manage returns efficiently.
  
• Free Returns: Consider offering free returns to increase customer confidence.

17. 9% of shoppers abandon their cart due to the availability of various payment methods

How to Avoid It:

• Multiple Payment Options: Offer a variety of payment methods, including credit/debit cards, PayPal, and digital wallets. Payment gateways like Stripe and PayPal can support multiple payment options.
  
• Localized Payment Methods: Integrate region-specific payment methods to cater to a global audience.

Revenue Loss Because of Cart Abandonment

What is the actual cost of cart abandonment for eCommerce brands? While some level of abandonment is inevitable, let’s check the real losses and explore the revenue opportunities that companies can strive to recover.

18. Product cart abandonment causes $4 trillion revenue loss per year

19. According to a study, only $260 billion cart abandonment revenue loss is recoverable

How to Recover Revenue:

• Abandoned Cart Recovery Campaigns: Implement automated email campaigns to recover abandoned carts. Tools like Klaviyo can help set up effective recovery campaigns.
  
• Retargeting Ads: Use retargeting ads to bring back potential customers. Facebook Ads and Google Ads can be instrumental in retargeting efforts.

20. 26% choose other retail stores to purchase the same products after cart abandonment

How to Avoid It:

• Competitor Analysis: Regularly analyze competitors to ensure your prices and offerings are competitive. Tools like SEMrush and Ahrefs can help with competitor analysis.
  
• Loyalty Programs: Implement loyalty programs to retain customers and encourage repeat purchases. Tools like Smile.io and Yotpo can help create effective loyalty programs.

FAQs

(1) What are the most common reasons for cart abandonment in eCommerce?

Extra shipping costs, long and complicated checkout processes, website loading time, website bugs, lack of trust in payment methods, etc., are the most common reasons for cart abandonment in e-commerce.

(2) How can optimizing for mobile reduce cart abandonment rates?

A mobile-friendly website takes less time to load and provides mobile users with an amazing experience, which is why it reduces cart abandonment.

(3) What tools can help simplify the checkout process?

You can consider Shopify’s Checkout Optimization feature, PayPal One Touch, and Apple Pay to simplify the checkout process as they reduce the checkout process steps and provide autofill options.

(4) How can behavior analytics tools help reduce cart abandonment?

Heatmaps and session recordings (user behavior analytics tools) provide in-depth insights and help you know shoppers' pain points, and by resolving them, you can reduce cart abandonment.

(5) What steps can I take to prevent website errors that cause cart abandonment?

To prevent website errors, regular testing should be conducted using tools like Google Analytics to monitor and analyze user behavior. Implement real-time error tracking with session recording tools, set up automated error reports, and offer 24/7 live chat support with tools and Intercom to assist users in real time. Regularly review heatmaps and session recordings to detect and fix issues promptly.