Cart Abandonment Rate

Cart Abandonment Rate measures the percentage of shoppers who add items to their cart but leave without completing a purchase. It highlights friction or hesitation late in the buying process.

How Cart Abandonment Rate Is Calculated

Cart Abandonment Rate = (Carts Created − Purchases Completed) ÷ Carts Created × 100

Example:
If 1,000 carts are created and 650 purchases are completed, the cart abandonment rate is 35%.

Common Causes of Cart Abandonment

Cart abandonment often occurs due to:

• Unexpected shipping, taxes, or fees
• Mandatory account creation
• Long or confusing checkout flows
• Limited payment options
• Trust or security concerns

Why Cart Abandonment Matters

High cart abandonment represents lost revenue from high-intent shoppers. Even small improvements can lead to significant revenue gains.

How to Reduce Cart Abandonment

Brands commonly reduce abandonment by:

• Simplifying checkout
• Offering multiple payment methods
• Being transparent about costs
• Using automated cart recovery email and SMS messages

How Cart Abandonment Rate Is Calculated

Cart Abandonment Rate = (Carts Created − Purchases Completed) ÷ Carts Created × 100

Why Cart Abandonment Happens

Common causes include:

• Unexpected shipping or taxes
• Complicated checkout flows
• Limited payment options
• Slow site performance

Automated cart recovery emails and SMS messages are commonly used to re-engage shoppers and recover lost revenue.