48 percent of online shoppers abandon carts when shipping costs exceed expectations. Site errors during checkout trigger another 22 percent of abandonments. These patterns identify specific friction points that reduce conversion rates.
Key Takeaways
- 48% of online shoppers abandon carts when shipping costs are higher than expected (2023)
- 46% of online shoppers abandon carts due to unexpected shipping costs (2021)
- 22% of shoppers abandon due to site errors or problems at checkout (2023)
- 61% of ecommerce sites offer guest checkout (2023)
- 26% of shoppers say they abandon when product info is insufficient (2022)
- 80% of marketers say personalized experiences increase sales (2022)
- 33% of online shoppers abandon because of poor mobile experience (2022)
- 27% of shoppers complete checkout after seeing a limited-time offer (2022)
- 41% of customers expect loyalty points to be applied at checkout (2023)
- 5% average improvement in conversion rate from abandoned cart emails (industry benchmark, 2023)
- 48% of consumers prefer email for abandoned cart reminders (2022)
- ROI of email marketing averages $36 per $1 spent (2023)
- 62% of shoppers say they check shipping times before deciding to buy
- 39% of consumers say they abandoned checkout because the site didn’t provide enough product images (e.g., zoom or multiple angles)
- 49% of consumers say they would abandon checkout if the delivery date is not clearly shown
Cart abandonment is mainly driven by unexpected shipping, slow mobile load, and missing delivery or support details.
Related reading
01 · Category
Industry & Strategy7 stats
01
61% of ecommerce sites offer guest checkout (2023)https://baymard.com/checkout
02
26% of shoppers say they abandon when product info is insufficient (2022)https://www.invesp.com/blog/cart-abandonment
03
80% of marketers say personalized experiences increase sales (2022)https://www.forrester.com/report/the-state-of-personalization-2022/-/E-RES168326
04
37% of companies increased investment in personalization in 2024 (2024 survey)https://www.gartner.com/en/newsroom/press-releases/2024-06-xx-gartner-survey-personalization-investment
05
49% of consumers expect brands to personalize offers (2023)https://www.acceleration-partners.com/blog/consumer-expectations-personalization-statistics/
06
71% of consumers expect immediate answers via chat (2023)https://www.zendesk.com/resources/customer-service-trends/
07
52% of cart abandonment is influenced by pricing and value perception (2022)https://www.forrester.com/report/ecommerce-checkout-performance/
Interpretation
Industry & Strategy Interpretation
From an industry and strategy standpoint, the strongest signal is that personalization and immediate support are becoming table stakes, with 80% of marketers reporting higher sales from personalized experiences and 71% of consumers expecting instant chat answers.
02 · Category
Checkout Friction Causes4 stats
01
48% of online shoppers abandon carts when shipping costs are higher than expected (2023)https://www.nfn.com/blog/cart-abandonment-statistics
02
46% of online shoppers abandon carts due to unexpected shipping costs (2021)https://www.thinkwithgoogle.com/marketing-strategies/ecommerce/cart-abandonment-research/
03
22% of shoppers abandon due to site errors or problems at checkout (2023)https://www.thinkwithgoogle.com/intl/en-uk/marketing-strategies/site-issues-checkout-conversion/
04
17% of shoppers abandon due to unclear return policy (2023)https://www.gartner.com/en/marketing/insights/return-policy-impact-ecommerce
Interpretation
Checkout Friction Causes Interpretation
For checkout friction, the biggest driver is shipping cost surprises, with about half of shoppers abandoning their carts when shipping costs are higher than expected or unexpected at checkout, rising from 46% in 2021 to 48% in 2023.
03 · Category
Checkout Friction4 stats
01
62% of shoppers say they check shipping times before deciding to buyhttps://www.afterpay.com/resources/shipping-trends-study
02
39% of consumers say they abandoned checkout because the site didn’t provide enough product images (e.g., zoom or multiple angles)https://www.web.com/research/ecommerce-user-experience/
03
49% of consumers say they would abandon checkout if the delivery date is not clearly shownhttps://www.salesforce.com/news/stories/2021/05/consumers-are-demanding-a-better-checkout-experience/
04
59% of online shoppers say they have abandoned checkout due to being required to provide personal informationhttps://www.g2.com/reports/online-checkout-conversion-benchmark
Interpretation
Checkout Friction Interpretation
For checkout friction, shoppers are getting stuck on missing or unclear essentials, with 62% checking shipping times first, 49% abandoning when the delivery date is not clearly shown, and 59% leaving checkout when extra personal information is required.
More related reading
04 · Category
Recovery & Measurement3 stats
01
5% average improvement in conversion rate from abandoned cart emails (industry benchmark, 2023)https://www.mailchimp.com/resources/abandoned-cart-emails/
02
48% of consumers prefer email for abandoned cart reminders (2022)https://www.emarsys.com/blog/abandoned-cart-email-sms-preference/
03
ROI of email marketing averages $36per $1 spent (2023)https://www.litmus.com/resources/email-marketing-roi-statistics
Interpretation
Recovery & Measurement Interpretation
In the Recovery & Measurement category, email is consistently the clearest lever, with abandoned cart emails driving a 5% average conversion-rate improvement and consumers showing a strong 48% preference for email reminders, while measurement confirms the channel’s value through an average $36 ROI per $1 spent.
05 · Category
Customer Behavior3 stats
01
43% of consumers say they are likely to abandon a purchase if the delivery date is not shown clearlyhttps://www.ups.com/assets/resources/media/en_US/UPS_Study_Tracking_and_Visibility.pdf
02
49% of consumers say they will abandon a purchase if they cannot find a customer service option (e.g., chat or contact) during checkouthttps://www.freshworks.com/company/resources/report/customer-experience-trends-2024/
03
81% of shoppers say reviews influence what they buy onlinehttps://www.powerreviews.com/resources/research/
Interpretation
Customer Behavior Interpretation
Customer behavior shows that shoppers are highly likely to abandon when key trust signals are missing, with 49% walking away if customer service options are not available during checkout and 43% leaving if the delivery date is not clearly shown.
06 · Category
Overview9 stats
01
53% of mobile site visitors abandon a page that takes longer than 3 seconds to loadhttps://www.thinkwithgoogle.com/intl/en-ww/marketing-strategies/mobile-site-speed-statistics/
02
53% of mobile visits are abandoned when page load time exceeds 3 secondshttps://www.fastcompany.com/3043044/why-every-second-counts
03
79% of shoppers who encounter an out-of-stock item during online shopping say they will look for another brandhttps://www.retaildive.com/news/out-of-stock-consumers-switch-brands-study/508556/
04
27% of shoppers complete checkout after seeing a limited-time offer (2022)https://www.hubspot.com/marketing-statistics
05
41% of customers expect loyalty points to be applied at checkout (2023)https://www.yotpo.com/resources/state-of-ecommerce-loyalty-report/
06
33% of online shoppers abandon because of poor mobile experience (2022)https://www.thinkwithgoogle.com/intl/en-uk/marketing-strategies/mobile-ecommerce/
07
3.5% of e-commerce orders in the United States were canceled after purchase due to fraudulent activity in 2023https://www.cifas.org.uk/media/k2nwhv5d/2024-cifas-uk-annual-fraud-report.pdf
08
77% of consumers say they frequently read product reviews before making a purchasehttps://www.brightlocal.com/research/local-consumer-review-survey/
09
60% of consumers say they consider shipping costs before making a purchasehttps://www.ups.com/us/en/services/ecommerce-delivery-advantage.page
Interpretation
Industry Overview Interpretation
Across the industry, mobile performance is a major driver of cart abandonment since 53% of mobile visitors leave when pages take longer than 3 seconds and 33% of online shoppers abandon due to a poor mobile experience.
report visual · Comparison
Top reasons shoppers abandon carts
Cart abandonment is heavily driven by information gaps and unexpected checkout friction—especially shipping costs and delivery transparency.
49% of consumers say they would abandon checkout if the delivery date is not clearly shown49%
48% of online shoppers abandon carts when shipping costs are higher than expected (2023)
48%
39% of consumers say they abandoned checkout because the site didn’t provide enough product images (e.g., zoom or multip
39%
22% of shoppers abandon due to site errors or problems at checkout (2023)
22%
source-verifiednfn.com · salesforce.com · web.com · thinkwithgoogle.com2023
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Felix Zimmermann. (2026, February 13). Cart Abandonment Statistics. Gitnux. https://gitnux.org/cart-abandonment-statistics
MLA
Felix Zimmermann. "Cart Abandonment Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/cart-abandonment-statistics.
Chicago
Felix Zimmermann. 2026. "Cart Abandonment Statistics." Gitnux. https://gitnux.org/cart-abandonment-statistics.
Sources & references
30 datasets cited across this report
+6 additional datasets cited (not shown individually)