Shopping cart abandonment rate 2024

Research highlights: In 2024, the shopping cart abandonment rate stayed at 70.19%, just like in 2023. Since 2019, it's gone up slowly by 0.62 percentage points. The biggest reason people leave their carts is because of high extra costs, mentioned by 48% of people, with account creation requirements coming next at 26%.

Shopping cart abandonment rate

• In 2024, the shopping cart abandonment rate stayed the same as in 2023, holding steady at 70.19%

• Since 2019, the shopping cart abandonment rate has been going up gradually, with a total increase of 0.62 percentage points over the last five years

• The biggest jump in shopping cart abandonment in a single year happened in 2011, with a big rise of 6.35%, bringing the rate to 68.87%

• The highest shopping cart abandonment rate recorded was in 2012 at 71.98%, while the lowest was in 2006 at 59.80%

• Between 2010 and 2014, there were some big changes in abandonment rates, with a noticeable drop in 2014 by -4.34%—the largest single-year decrease—after steady increases from 2010 to 2013

• From 2013 to 2020, there were only small changes each year, with the rate staying pretty stable, moving within a narrow range of 69.57% to 71.98%

• In 2009 and 2011, there were back-to-back increases of over 6%, marking two of the sharpest upward movements in the data, suggesting a possible change in how consumers behaved during those years.

Shopping cart abandonment rate by industry

•  The Luxury & Jewelry industry has the highest cart abandonment rate in 2024 at 82.84%

• Pet Care & Veterinary Services has the lowest rate at 54.78%, showing that customers are more committed to essential or health-related purchases

• Both the Home & Furniture and Beauty & Personal Care industries have high abandonment rates, at 80.32% and 80.92% respectively

• The Fashion, Accessories, and Apparel sector has a rate of 78.53%

• In the Food & Beverage sector, the cart abandonment rate is 63.62%, which is lower than other industries but still shows some friction in this essential spending category

• Consumer Goods has one of the lowest abandonment rates at 57.37%, likely due to lower prices and more frequent purchases

• Multi-Brand Retail sees an abandonment rate of 76.90%, possibly due to inconsistent checkout processes or shipping policies across different brands

• The abandonment rates for Luxury & Jewelry, Home & Furniture, and Beauty & Personal Care all exceed 80%, reflecting significant consumer hesitation in industries where purchases are often high-value or discretionary

Why do online shoppers abandon their cart?

•  The top reason people leave items in their shopping cart is because extra costs like shipping, tax, and fees are too high, mentioned by 48% of respondents. This is almost twice as common as the next reason

• 26% of customers ditch their carts because they have to create an account, showing that account requirements can be a big hurdle for making a purchase

• Not trusting the site with credit card info is a big worry for 25% of users, making it the third biggest reason people don't finish buying

• How fast things get delivered is important, as 23% of shoppers leave their cart if the delivery time seems too slow

• 22% of users say a long or complicated checkout process makes them abandon their cart, highlighting the need for a smooth checkout experience

• Not being able to see or figure out the total order cost upfront causes 21% of shoppers to leave

• 18% of users leave their carts because they don't like the return policy, pointing out how a clear and flexible return policy can help keep customers

• Technical problems like website errors or crashes make 17% of shoppers abandon their carts

• 13% of shoppers leave their cart because there aren't enough payment options

• Payment issues like a declined credit card affect 9% of users, indicating the need for strong payment processing systems

Sources

• Global Ecommerce Forecast & Growth Projections

• 49 Cart Abandonment Rate Statistics 2024 – Cart & Checkout – Baymard Institute

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