Today, abandoned Cart is one of the biggest challenges online retailers face. It is very frustrating when the customer leaves their cart right before making the final purchase.
Globally, online retailers lose $4.6 trillion due to abandoned carts. Additionally, brands also lose $18 billion yearly due to abandoned carts.
If you are an online retailer or business owner and have questions such as how can you avoid a high abandoned cart rate? Or how can you retrieve the lost sales? Then you are at the right place.
In this article, you will get all the answers to your questions in detail, from the average abandoned rate to how to prevent abandoned carts.
Without any further delay, let’s dive right in!
Abandoned Cart Statistics: Top Picks (2024)
Dive into revealing data on abandoned carts, illuminating e-commerce’s challenges and conversion optimization opportunities.
- The average online shopping abandoned cart rate is 70.72% worldwide as of July 2023.
- Desktop devices have the lowest abandoned cart rates, which is 57.95%.
- Cruise & Ferry industry has the highest abandoned Cart rate, with 98% of carts being abandoned.
- In the product category, clothes have the highest cart abandon rate of 40%.
- 47% of adults in the United States reported extra costs such as fees, taxes, or shipping charges were the top reason to abandon their cart.
- The primary reason to abandon online clothing purchases is impaired website functionality, with 40%.
- Online Retailers lose $4.6 trillion due to abandoned carts worldwide.
- 79% of people are likelier to shop online when offered free shipping.
- The Abandoned Cart Email open rate was 49.49% in 2022.
- 50% of customers who clicked on Abandoned Emails completed their sales.
What Is The Average Online Abandoned Cart Rate In 2024?
This section will give you all the essential statistics on the average abandoned cart rates as of July 2023 and some figures from the past few months about abandoned cart rates.
- The average online shopping abandoned cart rate is 70.72% worldwide as of July 2023.
From August 2022 to July 2023, the average abandoned cart rate was 71.88%. But from the beginning of 2023, the average abandoned rates are decreasing slowly.
The lowest abandoned rate during this period was 67.30% in December 2023, while the most abandoned rate was 76.32% in February 2023.
This table shows the Abandoned Cart Rates from August 2022 to July 2023.
| Months | Abandoned Cart Rates |
| August 2022 | 72.28% |
| September 2022 | 71.61% |
| October 2022 | 71.90% |
| November 2022 | 69.03% |
| December 2022 | 67.30% |
| January 2023 | 73.26% |
| February 2023 | 76.32% |
| March 2023 | 75.07% |
| April 2023 | 74.27% |
| May 2023 | 70.15% |
| June 2023 | 70.70% |
| July 2023 | 70.72% |
Source: Oberlo.
Note: If you want to learn more about online shopping, refer to this article.
Abandoned Cart Rates By Device
Abandoned cart rates are different for different devices. In this section, let’s see which devices have the highest and lowest abandoned cart rates.
- Desktop devices have the lowest abandoned cart rates, which is 57.95%.
The desktop device can give us a broader product view than mobile, which is why customers experience more seamless online shopping on the Desktop.
At the same time, mobile devices have the most abandoned cart rates among all devices, with 76.56% of abandoned rates.
Customer experience is the only reason behind the difference between the desktop and mobile abandoned cart rates.
Additionally, tablet devices have 62.42% of abandoned cart rates.
Source: Oberlo.
Abandoned Cart Rates By Industry
- Cruise and ferry industry has the highest abandoned Cart rate, with 98%.
According to Statista, Mobile providers’ abandoned cart rate is closely behind the Cruise and ferry Industry, which is 90.76%.
The Airline Industry has the third most abandoned rate, with 90%.
This table shows the abandoned rates by Industry.
| Top Industries | Abandoned Cart Rate |
| Cruise & Ferry | 98% |
| Mobile Providers | 90.76% |
| Airline | 90% |
| Luxury | 87.93% |
| Fashion | 87.79% |
| Automotive | 85.97% |
| Baby & Child | 84.86% |
| Travel | 82% |
| Car Rental | 82% |
| Hotel | 80% |
| Gardening & DIY | 79.23% |
| Department Stores | 76.63% |
| Retail | 71.24% |
| Sports & Outdoor | 70.30% |
| Cosmetics | 70.11% |
| Pharmaceuticals | 70.06% |
| Consumer Electronics | 50.03% |
| Groceries | 50.03% |
Here are some more industries that are not mentioned in the above table.
The finance industry has 83.7% of abandoned cart rates, while Non-profit industries have 82.1%.
Additionally, the Gaming industry has a 67.4% of abandoned cart rate.
Abandoned Cart Rates By Product
Despite having the largest Industry, clothes have the highest abandoned cart rate by product. This section will explore all the vital statistics related to abandoned cart rates by product.
- Clothes have the highest abandoned cart rate, with 40%.
The global apparel industry’s market size is $1.74 trillion as of 2023. It is the leading product in the online product market. But it has the most abandoned cart rate.
Tech products have the second most abandoned cart rate, which is 18%, while food products have only a 4% of abandoned cart rate.
This table shows the abandoned cart rates by product.
| Product | Abandoned Cart Rates |
| Clothes | 40% |
| Tech | 18% |
| Home | 16% |
| Jewelry & Accessories | 6% |
| Food | 4% |
| Fitness | 2% |
| Others | 14% |
Source: ThinkShop.
Why Do Customers Abandon Their Carts?
- 47% of adults in the United States reported extra costs such as fees, taxes, or shipping charges were the top reason to abandon their cart.
47.9% of adults in the United States abandoned their carts because they were browsing and not ready to buy anything, which means almost half of the customers abandoned their carts before the checkout process.
According to 25% of respondents, the second top reason is that the e-commerce site asked the users to create an account.
Today, consumers want a less complex online shopping process. If you give them a complex checkout process, then the chances of abandonment can increase.
This table shows the top reason for Abandon carts.
| Top Reasons | Share of Respondents |
| Extra Costs too high (Fees, Taxes, or Shipping Charges) | 47% |
| The site wanted to create an account | 25% |
| Slow Delivery | 24% |
| Not ready to give credit card information | 19% |
| Complex checkout process | 18% |
| Could not calculate the final cost | 17% |
| The return policy was not satisfactory | 16% |
| Website crashed | 14% |
| Wanted more payment methods | 11% |
| A credit card was declined | 6% |
Source: Baymard.
Why Do Shoppers Abandon Online Clothing Purchases?
We have already seen that clothes have the highest abandonment rates. Let’s see all the critical statistics about why shoppers abandon online clothing purchases.
- The primary reason to abandon online clothing purchases is impaired website functionality, with 40%.
One of the biggest reasons for abandoning online clothing purchases is the quality of clothes, with 35%.
If the appearance of clothes in the image can not satisfy customers, the chances of abandoning carts increases.
This table shows why people abandon online clothing purchases.
| Reasons | Share of Respondents |
| Impaired Website Functionality | 40% |
| Delivery too slow | 36% |
| Concern about quality | 35% |
| Not sure about the fitting of the clothes | 35% |
| Found a better Price | 33% |
| Product Appearance | 30% |
| Can’t Find Items | 30% |
| Security Concerns | 30% |
| Return Policy | 27% |
Source: ThinkShop.
Loss From Abandoned Cart Statistics
Online retailers lose trillions of dollars due to abandoned carts. In this section, let’s see how much retailers lose and recover from it.
- Online Retailers lose $4.6 trillion by abandoned carts worldwide.
Of these $4.6 trillion, only $260 billion are recoverable by Emails, retargeting ads, etc.
At the same time, e-commerce brands lose $18 billion yearly globally due to abandoned carts.
Source: Finance Online.
How To Prevent Abandoned Cart Rate?
- 79% of people are likelier to shop online when offered free shipping.
Product delivery is the most crucial part of online shopping. Online shoppers under 25 years old say same-day delivery drives them to shop online more.
Additionally, 54% of online shoppers say free returns and exchanges make them purchase more online.
- Retargeting ads can reduce the abandoned cart rate by 6.5%.
Retargeting ads show customers the product that they viewed on your site or social media or browsed about it. 66% of consumers noticed these retargeting ads.
Also, brands can get an ROI of 1,300% by retargeting ads. Additionally, these ads can increase online sales by 20%.
- 7% of online shoppers abandoned their cart due to inadequate payment options.
Having multiple payment options can add extra benefits to your sales. Also, it can reduce abandoned cart rates.
By installing Shop Pay, 25% of merchants double their average order value.
Additionally, Pay Later and Buy Now payments have grown by 215% in 2021.
- 57% of users will leave your website if the page takes more than 3 seconds to load.
If your website does not load within 3 seconds, including your checkout page, almost 6 out of 10 customers will leave your site.
And more importantly, of these 57% of users, 80% will never return to your website.
Having a fast-responding website can decrease the chances of an abandoned cart rate.
Source: Zippia, Shopify, Startup Bonsai.
Abandoned Cart Rate and Email Marketing Statistics
Abandoned Cart Emails are a very effective channel to complete abandoned cart sales. Let’s see the vital facts and figures related to abandoned cart rate and Email marketing.
- The Abandoned Cart Email open rate was 49.49% in 2022.
In the last six years, the Abandoned Cart Email open rate was at its highest in 2022.
These Emails are personalized and give great offers to their customers, leading to an increase in their open rates.
This table shows the Abandoned Cart Email open rate from 2016 to 2022.
| Year | The Abandoned Cart Email Open Rate |
| 2022 | 49.49% |
| 2021 | 43.76% |
| 2020 | 43.43% |
| 2019 | 43.21% |
| 2018 | 43.30% |
| 2017 | 45.56% |
| 2016 | 43.82% |
- The average click-through rate for abandoned cart emails was 8.38% in 2022.
Despite increasing Email open rates yearly, the average click-through rate for abandoned cart emails has decreased over the years.
The highest click-through rate of Emails was in 2017, which was 9.16%.
Additionally, the lowest click-through rate was in 2019, which was 8.29%.
This table shows the average click-through rate for abandoned cart emails from 2016 to 2022.
| Year | The Average Click Through Rates of Abandoned Cart Email Open Rate |
| 2022 | 8.38% |
| 2021 | 8.76% |
| 2020 | 8.85% |
| 2019 | 8.29% |
| 2018 | 8.84% |
| 2017 | 9.16% |
| 2016 | 8.32% |
- 50% of customers who clicked on Abandoned Emails completed their sales.
Email is a very effective channel to make customers purchase abandoned products. Of these opened abandoned Emails, 21% of Emails are clicked on.
- The Fashion industry has an abandoned cart Email conversion rate of 44.1%.
Email open rates and Email conversion rates of abandoned carts vary by industry. Besides, these rates are 2.9% and 43% across all industries, respectively.
Also, the Fashion industry has the highest abandoned cart email open rates, with 3.33%.
The travel industry has the maximum abandoned cart Email conversion rate, with 49.3%, while the email open rate is 3.09%.
This table shows the Email open rates and Email conversion rates of abandoned carts by industry.
| Industry | Email Open Rate | Email Conversion Rate |
| Fashion | 3.33% | 44.10% |
| Retail | 2.92% | 41.40% |
| Travel | 3.09% | 49.30% |
| Finance | 2.67% | 38.20% |
| Non-Profit | 2.46% | 42.50% |
| All Industries | 2.90% | 43% |
Source: ThinkShop, Barilliance.
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Conclusion: Abandoned Cart Statistics (2024)
The average abandoned cart rates are alarmingly high. It is important to note that 7 out of 10 shoppers abandoned their carts worldwide.
However, this issue can be addressed by analyzing the statistics related to the reasons for abandoned carts. Also, retargeting ads and abandoned cart Emails can help reduce the abandoned cart rates.
I hope you have found this article informative. For the latest update, please revisit this article. We will be updating it as new information becomes available.
FAQs
The average acceptable abandoned rate is 5%, which is considered a good abandoned rate. But in some industries, it is between 5% to 10%.
Desktop devices have the lowest abandoned cart rates, which is 57.95%. Desktops give a seamless experience to its customers. Due to this, the abandoned cart rates of desktops are low among all devices.
APAC region has the most abandoned cart rate, with 82%. EMEA is closely behind APAC, with 74%.
Online shoppers between the ages 25 to 44 years abandon the cart most among all, with 21%, while the 35 to 44 group closely follows it, with 20%.
After 30 minutes to one hour of product abandonment in the cart by users, it is the ideal time to send an abandoned cart Email. The conversion rates of the first Email are higher.
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