We are restarting an old series of cart abandonment statistics posts that we started in 2014. You can return to this article as we will update the series at least yearly.
Cart abandonment happens all the time and can’t be neither ignored nor cleared.
Top reasons of cart abandonment in 2022:
If you’re interested into cart abandonment, then you need to know the reasons visitors are abandoning your website.
The Baymard Institute’s survey on cart abandonment reveals that the top reasons for customers abandoning their shopping carts during checkout are a result of several factors.
The highest reason, at 49%, is due to high extra costs, such as shipping and handling fees, that are added to the initial purchase price. This shows that customers are sensitive to unexpected costs, and businesses should make sure to clearly communicate any additional charges beforehand.
Another major factor is the requirement of creating an account, which 24% of respondents cited as a reason for abandonment. Many customers prefer a quick and seamless checkout process, and having to create an account can be seen as an unnecessary barrier.
Slow delivery was cited as a reason for abandonment by 19% of respondents, highlighting the importance of fast and reliable shipping for e-commerce businesses. The checkout process itself was also a factor, with 18% of respondents saying it was too long or complicated.
Lack of trust in the site and unclear total costs, both at 17%, indicate that customers value transparency and security when shopping online.
Providing secure payment options, clear and upfront pricing, and trustworthy customer service can help establish trust with potential customers and reduce cart abandonment rates.
In conclusion, these top reasons for cart abandonment highlight the need for businesses to:
- provide clear pricing
- streamline the checkout process
- establish trust with their customers for a successful online shopping experience.
Cart Abandonment stats for 2022
General abandonment stats
According to our research (and others as well), aprox 7 out of 10 shoppers abandon their online shopping carts.
This highlights the importance of addressing the reasons for cart abandonment and providing a smooth and seamless shopping experience for customers.
The high cart abandonment rate of 7 out of 10 shoppers is a significant concern for e-commerce businesses.
It shows that despite the convenience of online shopping, there are still several obstacles that prevent customers from completing their purchases.
The reasons for cart abandonment can vary, from unexpected extra costs and lengthy checkout processes to a lack of trust in the site and unclear pricing.
Businesses must address these issues to reduce cart abandonment and improve the overall shopping experience for their customers.
This can include offering clear and upfront pricing, streamlining the checkout process, providing secure payment options, and ensuring fast and reliable delivery.
By addressing these common pain points, businesses can create a more positive and seamless shopping experience, leading to increased customer satisfaction and loyalty, and ultimately, improved sales and revenue.
Industry specific abandoned rate
The cart abandonment rate varies across different industries, according to a study by SalesCycle.
The travel industry has the highest cart abandonment rate at 81.1%, followed by the finance industry at 80.4%. The retail industry has a rate of 75.6%, the same as the non-profit sector.
The fashion industry has a slightly lower rate at 69.1%, and the gaming industry has the lowest rate at 64.2%.
These statistics indicate that certain industries face greater challenges in reducing cart abandonment and may require different strategies to improve the customer experience and reduce abandonment rates.
Businesses in these industries should carefully analyze the specific reasons for cart abandonment and implement targeted solutions to address the issues and improve customer satisfaction.
Mobile vs Desktop
The device used to make an online purchase can also affect the likelihood of cart abandonment.
According to our data, customers using a mobile phone have the highest rate of cart abandonment at 80.5%, followed by those using a tablet at 71.6%, and those using a desktop at 67.8%.
This highlights the importance of creating a user-friendly and seamless mobile shopping experience, as an increasing number of customers are using their mobile devices to shop online.
Businesses should focus on optimizing their mobile website and checkout process, providing clear and easy-to-use interfaces, and ensuring fast and reliable performance on mobile devices to reduce cart abandonment and improve customer satisfaction.
Number of items in the cart
According to data, the number of items in a customer’s cart can impact the likelihood of cart abandonment. When customers abandon their carts, it’s found that 37% had only one item in their cart, 46% had between 2 and 5 items, and 17% had 5 or more items.
This information suggests that customers are more likely to complete their purchases when they have a smaller number of items in their cart.
Businesses may benefit from promoting smaller purchase sizes or encouraging customers to complete their purchases in multiple transactions.
However, it’s important to note that the specific reasons for cart abandonment can vary and businesses should consider conducting a thorough analysis to determine the root causes and implement targeted solutions.
Time & Day related stats
This one was tricky to find out because of customer timezone, and time after last activity related to the cart.
We aggregated data from 1600 campaigns that focus on cart recovery, subtracted the delay time from our automations and came up with those values:
The time of day can also impact the likelihood of cart abandonment. According to data, the highest rate of cart abandonment occurs at night, between 10 PM and 8 AM, at 85.22%.
This is followed by the evening, between 6 PM and 10 PM, at 72.7%. The afternoon, between 2 PM and 6 PM, has a rate of 70.20%, the noon period, between 12 PM and 2 PM, has a rate of 68.34%, and the morning, between 8 AM and 12 PM, has a rate of 66.52%.
These statistics suggest that customers are more likely to abandon their carts during off-peak hours and that businesses may benefit from optimizing their website and checkout process for peak shopping times to reduce cart abandonment and improve customer satisfaction.
However, it’s important to note that the specific reasons for cart abandonment can vary, and businesses should conduct a thorough analysis to determine the root causes and implement targeted solutions.
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How to recover abandoned carts?
Top 6 methods to recover abandoned carts for your ecommerce store:
- Send an email: Send a follow-up email to customers who abandon their carts. Remind them of the items in their cart, offer a coupon or discount, and include a link for them to return to the checkout page.
- Retarget Ads: Retargeting ads can be used to target customers who have visited your site and abandoned their cart. Remind them of the items in their cart, offer a coupon or discount, and include a link for them to return to the checkout page.
- Offer Free Shipping: Offering free shipping can be a great way to entice customers to complete their purchase.
- Mobile Optimization: Make sure your checkout process is optimized for mobile devices. Many people abandon their carts because the checkout process is too complicated or not optimized for their device.
- Live Chat Support: Offer customers the option of live chat support. This will allow them to ask questions and get immediate answers, which may help them complete their purchase.
- Exit-Intent Pop-Ups: Use exit-intent pop-ups to capture customers who might be about to abandon their carts. Offer a coupon or discount to encourage them to complete their purchase.