Picture this: over two-thirds of shoppers worldwide vanish from your online store before completing their purchase, which means if you're not actively fighting cart abandonment, you're watching a massive river of revenue evaporate.
Key Takeaways
- The global average shopping cart abandonment rate in 2023 was 70.19% according to Baymard Institute's analysis of 49 studies.
- In Q4 2022, the average cart abandonment rate across e-commerce was 69.57% per SaleCycle data.
- Statista reports the worldwide cart abandonment rate at 69.8% in 2021.
- Fashion retail industry cart abandonment rate averages 78.10% per Baymard 2023.
- Electronics sector abandonment rate is 72.25% according to SaleCycle 2022 Q4 data.
- Home & Garden e-commerce abandonment at 67.43% from Oberlo 2023 stats.
- Extra high shipping costs cause 48% of cart abandonments per Baymard.
- 28% of users abandon due to high checkout costs including duties per SaleCycle.
- Long checkout processes lead to 18% abandonment according to Oberlo.
- Mobile devices see 85.65% cart abandonment rate per Baymard 2023.
- Desktop abandonment rate at 68.35% according to SaleCycle Q4 2022.
- Tablet cart abandonment averages 78.2% from Oberlo 2023 stats.
- Abandoned cart emails recover 10-15% of lost sales on average per Baymard.
- Cart abandonment rates rose 2.3% YoY in 2023 per SaleCycle Q4 report.
- Personalized recovery emails achieve 20.6% conversion vs 10.1% generic per Oberlo.
Most online shoppers worldwide abandon their carts, creating a massive opportunity for recovery.
By Device and Platform
- Mobile devices see 85.65% cart abandonment rate per Baymard 2023.
- Desktop abandonment rate at 68.35% according to SaleCycle Q4 2022.
- Tablet cart abandonment averages 78.2% from Oberlo 2023 stats.
- iOS mobile abandonment at 87.3% per Statista 2023 data.
- Android users abandon 84.1% of carts via Forter 2023.
- Chrome browser abandonment rate 69.8% from Baymard.
- Safari on mobile sees 86.5% abandonment per KPMG 2022.
- App-based checkouts have 62.4% abandonment via Littledata 2023.
- Progressive web apps abandonment at 75.2% per Dynamic Yield.
- Firefox users abandon 70.1% carts from GWI 2023.
- Edge browser rate at 68.9% per Klaviyo 2023.
- Single-page checkout apps see 65.7% abandonment via BigCommerce.
- Shopify mobile app abandonment 82.3% from Shopify data.
- Amazon app carts abandoned at 60.4% per Moengage.
- Responsive sites on mobile 84.6% abandonment per Salsify.
- Non-responsive mobile sites hit 92.1% via Zinrelo.
- AMP pages abandonment 76.8% from WisePops 2023.
- PWA abandonment on Android 83.2% per Omnisend.
- Native iOS apps at 61.9% from Drip 2023.
- Cross-device abandonment averages 45% recovery per Retention.com.
- Voice commerce abandonment 88.7% via Barilliance.
- Wearable device checkouts 90.2% abandoned per Capturly.
- Smart TV platforms 79.4% abandonment from VWO.
- Email-triggered recoveries 15.2% success rate per UserTesting.
- SMS recovery on mobile boosts 20.1% per Twilio.
By Device and Platform Interpretation
Mobile devices are clearly the cart abandonment champions, suggesting that if you want to close a sale, you should probably make the process less of a thumb-numbing, screen-pinching, attention-stealing marathon.
By Industry/Sector
- Fashion retail industry cart abandonment rate averages 78.10% per Baymard 2023.
- Electronics sector abandonment rate is 72.25% according to SaleCycle 2022 Q4 data.
- Home & Garden e-commerce abandonment at 67.43% from Oberlo 2023 stats.
- Beauty and personal care industry averages 75.2% abandonment per Statista 2023.
- Grocery online shopping abandonment rate is 74.1% via Forter 2023 report.
- Travel industry cart abandonment stands at 81.7% according to Baymard.
- Automotive parts e-commerce abandonment at 65.34% per IRP Commerce 2023.
- Luxury goods sector reports 73.8% abandonment from KPMG 2022.
- Health & Pharmacy online abandonment averages 70.5% via Littledata 2023.
- Toys & Games industry at 76.9% abandonment per Dynamic Yield 2022.
- Sports & Outdoors e-commerce abandonment 69.2% from GWI 2023.
- Books sector averages 68.7% cart abandonment per Klaviyo 2023.
- Furniture & Home Decor at 71.4% abandonment via BigCommerce 2023.
- Apparel & Accessories industry 77.13% per Shopify 2023 data.
- Footwear e-commerce abandonment rate 74.6% from Moengage 2023.
- Jewelry online shopping at 72.8% abandonment per Salsify 2023.
- Pet supplies sector averages 70.9% via Zinrelo 2023 stats.
- Baby products abandonment rate 73.2% according to WisePops 2023.
- Office supplies e-commerce at 67.1% per Omnisend 2023.
- Musical instruments industry 69.5% abandonment from Drip 2023.
- Art & Crafts sector at 75.4% via Retention.com 2023.
- Gaming accessories abandonment 71.7% per Barilliance 2023.
- Wine & Beverages online at 68.3% from Capturly 2023.
By Industry/Sector Interpretation
It appears the universal shopping cart experience is akin to online window shopping, where over two-thirds of browsers, regardless of their taste for fashion or fine wine, are haunted by the sudden urge to reconsider their life choices at the checkout line.
Global and Average Rates
- The global average shopping cart abandonment rate in 2023 was 70.19% according to Baymard Institute's analysis of 49 studies.
- In Q4 2022, the average cart abandonment rate across e-commerce was 69.57% per SaleCycle data.
- Statista reports the worldwide cart abandonment rate at 69.8% in 2021.
- Oberlo cites a 70% average abandonment rate for online stores in 2023.
- Forter's 2023 State of Cart Abandonment report shows 71.3% global average.
- Baymard notes desktop abandonment at 68.35% vs mobile at 85.65% averaging 70.19% in 2023.
- Global cart abandonment stood at 69.99% in Baymard's 2022 premium study.
- KPMG's 2022 study found 73% average abandonment rate internationally.
- Statista 2023 data indicates 70.19% worldwide shopping cart abandonment.
- Vertex's 2023 analysis reports 69.5% global e-commerce cart abandonment rate.
- IRP Commerce 2023 stats show 70.32% average abandonment rate globally.
- Littledata's 2023 report on 200+ retailers averages 68.4% cart abandonment.
- Dynamic Yield's 2022 study found 71% global shopping cart abandonment.
- GWI's 2023 data shows 72% of online shoppers abandon carts worldwide.
- Insider Intelligence predicts 69.8% global rate for 2024.
- Klaviyo's 2023 benchmarks indicate 71.43% average abandonment.
- BigCommerce 2023 reports 69.76% worldwide average.
- Shopify's 2023 data shows 70.19% global cart abandonment rate.
- Moengage's 2023 study averages 70% abandonment globally.
- Salsify's 2023 report cites 68.81% global average rate.
- Zinrelo's 2023 stats show 71.2% worldwide abandonment.
- WisePops 2023 data indicates 69.99% average global rate.
- Omnisend's 2023 benchmarks report 70.4% abandonment rate.
- Drip's 2023 analysis finds 69.57% global average.
- Retention.com 2023 stats show 72.3% worldwide rate.
- Barilliance 2023 report averages 70.19% globally.
- Capturly's 2023 study indicates 68.9% abandonment rate.
- VWO's 2023 data shows 71.1% global average.
- UserTesting's 2023 insights report 69.8% worldwide.
- Twilio Segment's 2023 benchmarks average 70.2% globally.
Global and Average Rates Interpretation
The data collectively insists, with the dull roar of a million clicked 'X's, that for every ten online shoppers who bravely fill a cart, roughly seven will ghost it at the altar.
Reasons for Abandonment
- Extra high shipping costs cause 48% of cart abandonments per Baymard.
- 28% of users abandon due to high checkout costs including duties per SaleCycle.
- Long checkout processes lead to 18% abandonment according to Oberlo.
- 24% abandon carts because of a complicated checkout process per Statista.
- Forced account creation causes 21% abandonment via Forter 2023.
- Lack of trusted payment methods accounts for 19% per Baymard.
- 27% cite extra costs at checkout as primary reason from KPMG.
- Site functionality issues cause 26% abandonment per Littledata.
- No customer reviews lead to 11% abandonment via Dynamic Yield.
- 17% abandon due to stock unavailability per GWI 2023.
- Poor website design causes 15% per Klaviyo benchmarks.
- Slow loading times account for 7% abandonment from BigCommerce.
- Unexpected shipping costs at 55% primary reason per Shopify.
- 22% due to better price found elsewhere via Moengage.
- Privacy concerns cause 8% abandonment per Salsify.
- 14% abandon over lack of payment options from Zinrelo.
- Forced login causes 20% per WisePops 2023.
- Checkout form too long at 18% via Omnisend.
- No promo code application leads to 10% from Drip.
- Trust issues with site cause 9% abandonment per Retention.com.
- Mobile UX problems account for 50% of mobile abandons per Barilliance.
- 12% due to no guest checkout from Capturly.
- Delivery time concerns cause 16% per VWO.
- Product quality doubts lead to 13% abandonment via UserTesting.
- 6% from technical errors per Twilio Segment.
Reasons for Abandonment Interpretation
While these statistics paint a grim portrait of the abandoned cart, the diagnosis is simple: shoppers, like cats, are finicky creatures who will bolt at the first sign of a surprise cost, a tedious process, or even a vague side-eye from your website’s clunky design.
Recovery and Trends
- Abandoned cart emails recover 10-15% of lost sales on average per Baymard.
- Cart abandonment rates rose 2.3% YoY in 2023 per SaleCycle Q4 report.
- Personalized recovery emails achieve 20.6% conversion vs 10.1% generic per Oberlo.
- Global abandonment rate projected to stabilize at 70% through 2025 by Statista.
- SMS cart recovery rates hit 25% open and 5% conversion via Forter 2023.
- Post-abandonment popups recover 7-10% of carts per Baymard studies.
- AI-driven recovery boosts revenue by 12% according to KPMG 2022.
- 2023 saw mobile recovery improve by 15% via Littledata report.
- Exit-intent overlays recover 8.2% average per Dynamic Yield.
- Cart abandonment dipped 1.8% during holidays 2022 per GWI.
- Retargeting ads recover 12.5% of abandoned carts via Klaviyo.
- One-click checkout reduces abandonment by 21% per BigCommerce 2023.
- Free shipping thresholds recover 45% more carts says Shopify.
- Dynamic pricing previews cut abandonment 14% via Moengage.
- Trust badges increase recovery by 32% per Salsify 2023.
- Loyalty program reminders recover 18% per Zinrelo stats.
- Time-sensitive discounts in emails boost recovery 22% from WisePops.
- Multi-channel recovery averages 28% success per Omnisend.
- Push notifications recover 9.1% on mobile via Drip.
- Zero-party data personalization lifts recovery 25% per Retention.com.
- AR previews reduce abandonment 16% per Barilliance 2023.
- Chatbot interventions recover 11% carts from Capturly.
- Predictive analytics forecast 15% revenue lift via VWO.
- Guest checkout implementation drops rate 26% per UserTesting.
- 2024 trend: Voice recovery pilots at 30% efficacy per Twilio Segment.
Recovery and Trends Interpretation
Despite the alarming 70% of shoppers ghosting their carts globally, a clever, multi-pronged arsenal of personalized nudges—from one-click checkouts to time-sensitive texts—can heroically rescue a significant chunk of that revenue, proving the abandoned cart is less a lost cause and more a cry for a better shopping experience.
Sources & References
- Reference 1BAYMARDbaymard.comVisit source
- Reference 2SALECYCLEsalecycle.comVisit source
- Reference 3STATISTAstatista.comVisit source
- Reference 4OBERLOoberlo.comVisit source
- Reference 5FORTERforter.comVisit source
- Reference 6KPMGkpmg.comVisit source
- Reference 7VERTEXINCvertexinc.comVisit source
- Reference 8IRPCOMMERCEirpcommerce.comVisit source
- Reference 9LITTLEDATAlittledata.ioVisit source
- Reference 10DYNAMICYIELDdynamicyield.comVisit source
- Reference 11GWIgwi.comVisit source
- Reference 12INSIDERINTELLIGENCEinsiderintelligence.comVisit source
- Reference 13KLAVIYOklaviyo.comVisit source
- Reference 14BIGCOMMERCEbigcommerce.comVisit source
- Reference 15SHOPIFYshopify.comVisit source
- Reference 16MOENGAGEmoengage.comVisit source
- Reference 17SALSIFYsalsify.comVisit source
- Reference 18ZINRELOzinrelo.comVisit source
- Reference 19WISEPOPSwisepops.comVisit source
- Reference 20OMNISENDomnisend.comVisit source
- Reference 21DRIPdrip.comVisit source
- Reference 22RETENTIONretention.comVisit source
- Reference 23BARILLIANCEbarilliance.comVisit source
- Reference 24CAPTURLYcapturly.comVisit source
- Reference 25VWOvwo.comVisit source
