In 2024 the global shopping cart abandonment rate is 74.12%, which is 3.93% higher than in 2023.
The global e-commerce industry was valued at $18.77 trillion in 2024 and is projected to reach $75.12 trillion by the end of 2034, with a CAGR of 14% over the next 10 years.
Cart abandonment is a significant challenge for e-commerce businesses, reflecting the percentage of online shoppers who add items to their carts but do not complete the purchase.
We compiled these cart abandonment stats to provide you with data-backed insights into the current commerce landscape, helping you understand how the industry works.
Top Cart Abandonment Rate Statistics
- The global shopping cart abandonment rate has risen to 74.12% in 2024, a 3.93% increase from December 2023 to November 2024.
- Abandoned carts represent approximately $4.6 trillion worth of products annually.
- Up to $260 billion in lost revenue is potentially recoverable.
- Using AI chatbots to help shoppers can increase the number of orders by 26%.
- Mobile devices lead in abandonment rates at 78.71%.
- Optimizing the checkout process can increase conversions by 35.62%.
- Multiple emails can lead to 69% more orders than single emails.
Cart Abandonment Rate Overview
Let’s start with an overview of the cart abandonment rate, which provides key insights into the average rate and how it has changed over the past year.
1. Average Shopping Cart Abandonment Rate: 74.12% in 2024 (Decber 2023 – November 2024)

According to the latest data, the average cart abandonment rate is 74.12%, which is 3.93% higher than the previous year.
Month |
Shopping Cart Abandonment Rate |
---|---|
Aug 2023 |
74.95% |
Sep 2023 |
74.48% |
Oct 2023 |
74.01% |
Nov 2023 |
71.14% |
Dec 2023 |
70.66% |
Jan 2024 |
73.02% |
Feb 2024 |
73.59% |
Mar 2024 |
73.65% |
Apr 2024 |
73.59% |
May 2024 |
73.34% |
Jun 2024 |
73.54% |
Jul 2024 |
73.94% |
Aug 2024 |
76.59% |
Sep 2024 |
75.96% |
Oct 2024 |
76.67% |
Nov 2024 |
74.89% |
As of October 2024, the average shopping cart abandonment rate globally stands at 76.69%, which is 2.66% higher than previous years. This indicates that nearly three out of four online shoppers do not finalize their purchases.
Over the year, the highest recorded abandonment rate was 76.67% in October 2024, while the lowest was 70.66% in December 2023.
Reasons Behind High Shopping Cart Abandonment Rates

In our research, we found that there are lots of reasons why people abandon their carts. Let’s identify the real issues behind online cart abandonment.
55% of Shoppers Abandon Their Cart Due to Extra Costs

According to the 2024 Dynamic Yield survey, unexpected extra hidden costs like delivery fees and taxes lead 55% of shoppers to abandon their carts. These additional costs deter users, causing them to leave the shopping cart.
59% of Consumers Don’t Know What They Want to Purchase
According to a commissioned study conducted by Forrester Consulting on behalf of Shopify in 2021, 59% abandoned their cart because they were browsing and hadn’t decided what to buy.
Website Usability Issues Cause 13% of Shoppers to Leave Their Cart
According to the Baymard study, if your website is not 100% functional, it can cause a 13% cart abandonment rate. It’s a tricky and complex issue that is hard to monitor, as you might not know about it for hours or even days. To solve this issue, you can use additional services like website monitors.
17% of Shoppers Abandon Purchases Due to Checkout Complexity
A complicated checkout process deters 17% of shoppers. Additionally, 70% of online stores have coupon code fields that don’t auto-apply, leading to 46% of shoppers abandoning their carts when discount codes fail to work. Simplifying the checkout and improving coupon functionality can significantly reduce cart abandonment rates.
Account Creation Stops 24% of Shoppers from Buying

To avoid spam and build long-term relationships with clients, business owners often require users to create an account, leading 24% of people to leave their cart.
Instead of forcing them to create an account, offer guest mode checkout first, and after that, ask them to create an account to track the order.
22% of Users Abandon Carts Because Delivery Takes Too Long
Recent data shows that 22% of people abandon their carts if the delivery process takes too long. In fact, 93% of users want free shipping. Additionally, two-thirds of US consumers think that fast, two-day delivery is important.
Although customers might not know about the delivery cost initially, during checkout, they may see additional costs, leading to disappointment.
To solve this issue, you can create a dedicated landing page or add delivery information on the product page. This will help customers understand the charges and how they will receive the product.
Social Media is the Traffic Source with the Highest Cart Abandonment Rate at 91%

Traffic Source | Cart Abandonment Rate |
---|---|
Social Media | 91% |
Search | 76% |
Direct Traffic | 79% |
84% |
Most social media users are in scrolling mode and are not ready to purchase. As a result, unlike other sources, social media has a cart abandonment rate of 91%.
The lowest cart abandonment rate is 76% for search traffic.
To achieve a higher conversion rate, it’s good to retarget your targeted customers. You can easily do this with Google Ads, Facebook Ads, etc.
13% of Buyers Leave the Cart Because They Could Not Find Enough Payment Methods
In 2022, a Sleeknote study showed that 13% of people want multiple payment options. In other words, they could not find the suitable payment option they want to use, or even their second and third favorite options.
Additionally, a survey conducted by TreviPay found that 74% of buyers would buy the product from another retailer that provides their preferred payment options.
Some people want credit cards, PayPal, Google Pay, cryptocurrencies, and electronic checks are just some of the payment options they desire.
It’s very diverse across industries and regions. To solve this issue, store owners should run a survey and implement the preferred payment options based on the results.
18% of Users Don’t Trust E-commerce Stores with Their Credit Card Information
A Baymard study shows that 18% of people don’t trust e-commerce stores with their credit card information.
Another study shows that nearly 15% of customers don’t complete their purchase because they don’t feel their payment details are safe with the retailer. If this happens on your site, will you be able to win your customers’ trust the next time they visit (if they ever do)?
Some stores offer COD (Cash on Delivery), which leads to higher operational costs.
Instead, make your store more professional and device-friendly. Add testimonials to satisfy customers and gain trust in your business.
26% of Shoppers Choose a Different Retailer After Abandoning Their Carts
In a 2020 study by Statista (UK-focused), 26% of shoppers chose a different retailer after abandoning their carts. Customers who face issues while shopping online may abandon their purchase and go to a physical store or another online retailer.
To re-engage these visitors, you can retarget them via social media or YouTube. Alternatively, offer them extra discounts or show them customer testimonials to encourage purchase.
12% of Shoppers Abandon Carts Because They Don’t Like the Return Policy
An unsatisfactory return policy leads to another 12% of cart abandonment. A clear return and exchange policy builds trust between the business and customers. It’s another way to increase your website conversion.
Providing a return policy before and after sales helps build long-term relationships with clients and prevent cart abandonment.
15% of People Are Interested in Buying the Product in the Store
Though we are in the modern era, still 15% of users prefer to purchase the product after seeing it online. Besides the online store, having a physical store can help recover some sales.
95% of People Read Online Reviews Before Making a Purchase
A study by luisazhou.com found that nearly 95% of people read online reviews before making a purchase. Therefore, user reviews are the best way to increase sales.
In addition, you can use services like Trustpilot to gain more trust and make more sales.
54% of consumers read at least 4 reviews before buying something online.
Approximately 60% of Businesses Don’t Know Their Site’s Cart Abandonment Rate
In 2024, a survey found that 60% of businesses don’t have a built-in cart abandonment system. Setting up the abandonment rate is complex, as it constantly changes 24/7. Therefore, we recommend using Google Analytics results to see the abandonment rate and optimize your store accordingly.
Customers Aged 25-44 Abandon Their Carts the Most
In a 2018 Content Square survey, it was found that the age group 25-44 has a higher tendency to abandon their cart.
Age Group | Cart Abandonment Rate |
---|---|
25-34 years | 21% |
35-44 years | 20% |
45-54 years | 13% |
The age group 45-54 has the least tendency to abandon their cart.
Based on the ICP (Ideal Customer Profile), you need to optimize the store and understand their behavior.
Device-Specific Abandonment Rates

Understanding how cart abandonment rates vary across different devices can help you address specific issues. People behave differently when shopping on desktops compared to tablets and mobile devices. Here’s what you need to know.
78.71% of Mobile Users Abandon Their Carts – Highest of All Devices

In September 2024, according to a Dynamic Yield survey, 78.71% of mobile users abandoned their carts, compared to more than 86% the previous year. This means people are buying more products via mobile.
However, unlike traffic from tablet devices, which make up a small percentage of e-commerce sessions, mobile traffic accounts for more than two-thirds of all e-commerce sessions—68%.
If this is reflected in your own e-commerce traffic breakdown, it indicates that a significant portion of your revenue might be lost due to mobile cart abandonment.
On Tablets, Cart Abandonment Rate is 69.73%
When users shop on smaller screens, they tend to abandon their carts more. According to Dynamic Yield, 69.73% of people abandon their carts on tablets.
Be sure to check your cart abandonment rate and prioritize UX optimization for a smooth shopping experience.
69.72% of Customers Abandon Their Carts on Desktop
In September 2024, desktop shopping has a cart abandonment rate of 69.72%, compared to 73% in a 2019 study conducted by Barilliance.
Comparatively, desktop devices have the lowest shopping cart abandonment rate because they provide a more comfortable viewing experience for shoppers.
Additionally, browsers like Microsoft Edge notify users about coupons, which can help reduce abandonment.
Industry-Specific Abandonment Rates
Cart abandonment rates vary widely across industries due to factors like customer behavior and price sensitivity. Cruise and Ferry have the highest rate at 98%, reflecting the complex decision-making process for high-ticket purchases. Home Furnishing follows closely with 90.5%, driven by the significant financial commitment and lengthy purchase journey.
On the lower end, Consumer Goods sees the lowest abandonment at 33.59%, followed by Food and Beverage (38.16%) and Groceries (50.03%), due to their essential nature and frequent repeat purchases.
Other sectors like Fashion (68.3%), Beauty and Personal Care (82.87%), and Jewelry (84.49%) experience moderate abandonment, often influenced by impulse buying and trends. B2B abandonment rates vary, with lack of payment options (48%) and slow checkout (57%) being key challenges.
Category |
Cart Abandonment Rate (%) |
---|---|
Cruise and Ferry |
98% |
Travel |
81.7% |
Luxury |
88% |
Jewelry |
84.49% |
Automotive |
85.97% |
Home Furnishing |
90.5% |
Jewelry, Accessories, Fashion, Clothing |
72-73% |
Beauty and Personal Care |
82.87% |
Fashion |
68.3% |
Electronics |
88.6% |
Consumer Goods |
33.59% |
Food and Beverage |
38.16% |
Pharmaceuticals |
70.06% |
Cosmetics |
70.11% |
Groceries |
50.03% |
Pet |
63% |
Baby & Child |
85% |
Sports and Outdoor |
77% |
Gardening and DIY |
72% |
Art and Photography |
55.1% |
Finance |
83.6% |
B2B (Lack of Payment Options) |
48% |
B2B (Slow Checkout Process) |
57% |
Cart abandonment rates vary significantly across industries due to factors like customer behavior, product type, and price sensitivity. Here are key highlights from different sectors:
Region-Specific Abandonment Rates
In our research, we discovered that cart abandonment rates vary by region. Let’s take a closer look at how these rates differ across different areas.
APAC Leads with 80.59% Cart Abandonment Rates

As of September 2024, shopping cart abandonment rates show significant regional differences, with APAC experiencing the highest rate at 80.59%. EMEA follows with a 73.44% abandonment rate, while the Americas see a slightly lower rate at 72.72%.
These insights underline both regional and device-based challenges in the shopping experience, suggesting areas to enhance the customer journey and checkout completion.
Financial Impact
The financial impact of cart abandonment is significant, with businesses losing billions annually. Understanding the reasons behind it can help implement strategies to reduce abandonment and boost sales.

Abandoned Carts Cost Businesses $4.6 Trillion in Revenue
In 2016, the revenue impact of abandoned carts reached $4.6 trillion, revealing the critical need for e-commerce platforms to address cart abandonment effectively. The growing reliance on mobile shopping contributed significantly to these losses.
Global Cart Abandonment Costs Expected to Hit $6.39 Trillion
In 2023 the global cost of cart abandonment is forecasted to soar to $6.39 trillion. This alarming figure underscores the ongoing challenges retailers face in preventing potential revenue loss from uncompleted transactions.
U.S. Cart Abandonment Value Approaches $705 Billion Annually
In the United States alone, products abandoned in online carts account for approximately $705 billion in lost sales each year. This value highlights a substantial gap in conversion rates within one of the world’s largest e-commerce markets.
Up to $260 Billion in Cart Abandonment Revenue is Recoverable
Research indicates that an estimated $260 billion in lost revenue from cart abandonment can be recovered through optimized checkout experiences and re-engagement tactics. Addressing pain points in the purchase process can drive this potential recovery.
Strategies to Reduce Abandonment
To combat cart abandonment, businesses can implement effective strategies that address key pain points. Here are some proven tactics to reduce abandonment and increase conversions, backed by compelling statistics.
AI and Automation

- Predictive AI can reduce cart abandonment by 18% by analyzing consumer behavior.
- AI chatbots can increase orders by 26% by offering immediate assistance.
- Automation increases conversion rates by 50% by sending timely, personalized follow-ups.
Checkout Optimization & User Experience

- Checkout optimization boosts conversions by 35.62%, making the checkout process smoother.
- Exit-intent popups can recover 53% of abandoned carts by re-engaging customers just before they leave.
- Free shipping boosts sales for 50% of businesses, acting as a major incentive.
- 77% of customers prefer Amazon’s easy checkout process, highlighting the importance of streamlining the experience.
- 55% of shoppers are more likely to buy when the purchase process is easier and quicker.
Retargeting & Personalization

- Personalized retargeted ads achieve an ROI of over 1,300%, effectively bringing back customers who abandoned carts.
- Abandoned cart emails have a 28.88% conversion rate, and sending multiple emails results in 69% more orders.
- 41% of shoppers prefer personalized recommendations and deals, increasing engagement.
Customer Engagement

- SMS marketing recovers 16.4 abandoned carts per 100 messages, thanks to high open rates.
- Product videos make shoppers 73% more likely to purchase, enhancing product appeal.
Comparison Shopping & Competitive Advantage

18% of shoppers engage in comparison shopping, making it important to address price sensitivity and competitive offerings.
Average Cart Recovery Rates
The average recovery rate for abandoned carts is between 2.3% and 5.4%, indicating the need for effective follow-up.
Abandonment Cart Prevention
In our research, we found several strategies to effectively prevent cart abandonment. Let’s explore the most impactful methods to keep shoppers engaged and increase conversions.
High-Quality Product Pages Boost Conversion Rates by 30%

Product pages featuring high-quality images and videos can significantly increase conversion rates by up to 30%. High-resolution visuals and engaging media allow customers to better understand the product, which can increase trust and enhance purchase intent. According to research, a more visually appealing and informative product page can be the deciding factor for many shoppers.
66% of Shoppers Want a Better Return Policy to Compel Purchases

For online shoppers, a flexible and comprehensive return policy is a major factor in purchase decisions. Approximately 66% of buyers reported that they feel more confident purchasing when a company offers a strong return policy.
This approach addresses buyer hesitations, allowing customers to feel secure in their investment, which can ultimately lead to fewer abandoned carts.
51% of Consumers Seek Customer Support to Prevent Cart Abandonment
A notable 51% of shoppers stated that they are more likely to make a purchase if they have access to supportive customer service options, such as live chat, throughout the shopping experience.
Prompt responses to questions and effective support reduce the uncertainty buyers may feel, helping them reach a confident purchase decision rather than abandoning their cart.
Conclusion
Understanding shopping cart abandonment is crucial for e-commerce success. These 71+ statistics highlight critical trends in online shopping behavior, emphasizing how elements like customer support, return policies, and high-quality product visuals can reduce abandonment rates and boost conversions.
Leveraging these insights can help brands optimize their checkout process, tailor their customer support, and refine product pages, ultimately driving higher conversions and better customer satisfaction. As the digital landscape evolves, staying updated on these key factors will be essential for e-commerce businesses aiming to minimize abandonment and maximize growth.
Methodology
Our process starts with Data Discovery, where we research trusted sources to ensure data reliability. Trend Identification follows, using external sources and surveys to uncover key trends. Next, Simplifying Insights involves decoding complex data into actionable context. Finally, in Publishing and Updating Insights, we share our findings through our blog to keep businesses informed and empowered for growth.
Fair Use Statement
Has our research on shopping cart abandonment rates helped you gain new insights? Feel free to share the data from this study. Just remember to mention the source and include a link to this page. Thank you!
Sources
- Shopping cart abandonment rate for eCommerce
- $4 Trillion & Counting: 2017 Shopping Cart Abandonment Statistics
- SHOPPING CART ABANDONMENT: Merchants Now Leave $4.6 Trillion on the Table, and Mobile Is Making the Problem Worse
- Abandoned Cart Benchmark Report: Rates & Statistics – Klaviyo
- SHOPPING CART ABANDONMENT: Merchants Now Leave $4.6 Trillion on the Table, and Mobile Is Making the Problem Worse – Business Insider
- Online shopping cart abandonment rate in selected industries worldwide in 2022
- Global conversion rate by industry 2022 | Statista
- New Consumer Survey of More than 6500 Consumers Reveals Increasing Importance of Product Reviews to Establish Trust and Drive Purchase Behavior
- Online Shopping Cart Abandonment: A $705 BILLION Problem