Abandoned cart: what it is, why it happens and how to avoid it
80% of online shoppers do not complete their purchases, leaving products in their shopping carts without finalizing their orders. This is an impressive percentage, which translates into billions of euros in lost sales every year. For e-commerce businesses, every interrupted order is a missed opportunity, but it also signals the difficulties consumers encounter during the checkout process. However, it can help us understand what drives a person to interrupt the purchasing process. There are many reasons for this behavior: unexpected shipping costs, a difficult checkout experience, lack of trust in the site, simple distractions; some users use the shopping cart as a wish list, others change their mind because they find better offers elsewhere. Whatever the cause, recognizing these dynamics allows you to correct the most common obstacles, reduce the number of abandonments and improve conversions. In this article we analyze in detail the phenomenon of the abandoned shopping cart, starting from the causes and economic implications to the most effective strategies to reduce losses and encourage users to complete their purchases.
What is an abandoned shopping cart
An abandoned cart is when a user adds products to an e-commerce shopping cart but leaves the site without completing the purchase. It’s a widespread phenomenon that directly affects online sales, with very high rates of missed conversion. Although some customers interrupt the process due to pure indecision, in most cases abandonment is related to recurring factors, such as unexpected costs, difficulties in the checkout or problems with trust in the site.
Online purchasing behavior is often less linear than one might imagine. Many users fill their shopping carts without immediately intending to buy, using them as a sort of temporary wishlist to evaluate products at a later time. Others, on the other hand, come very close to finalizing the payment, but are blocked by unexpected obstacles along the way. Understanding these mechanisms is essential for those who manage an e-commerce business, because it allows them to identify the critical points and intervene with targeted strategies to increase the number of completed orders.
Statistics show that the phenomenon involves all sectors of e-commerce, with higher abandonment rates for products with a high economic value, impulse purchases and product categories subject to strong competition. This makes it even more important to analyze the reasons behind the interruption of the purchasing process, distinguishing between the different phases in which it can occur.
What does an abandoned cart mean?
Browsing an e-commerce site, finding an interesting product and adding it to the cart are common actions for online shoppers. Yet, in most cases, the purchase is not completed: the user leaves the site without finalizing the order.
According to the most recent data, only two or three out of ten shopping carts turn into actual sales, while the rest are left pending for the most disparate reasons. For e-commerce, the shopping cart abandonment rate is a crucial indicator: not only does it measure the effectiveness of the customer experience, but it also helps to understand any barriers that hinder conversion. Acting on these aspects means reducing economic losses and improving the actual purchase rate, optimizing the user’s path and removing possible friction in the checkout process.
Difference between abandoned cart and checkout abandonment
Not all interrupted orders follow the same pattern. Abandonment can occur at the beginning of the process or in the final stages of payment, and this distinction is essential to identify the problem and find the most suitable solution.
In this sense, we must understand if we are dealing with an abandoned cart or an abandoned checkout, two situations that, although both involve a lack of conversion, have different dynamics and intervention strategies.
- Abandoned cart: the user browses the site, selects products and adds them to the cart, but then leaves without starting the checkout procedure. This behavior suggests that the purchase decision was not yet definitive or that the customer encountered problems in the early stages, such as unclear information on costs or the desire to compare with other sites.
- Abandonment of the checkout: the user begins to enter their personal data and payment information, showing a more concrete intention to purchase, but blocks the order before final confirmation. Obstacles in this case may include a checkout process that is too long, few payment options available or unexpected costs discovered only at the last step.
As mentioned, these two dynamics require specific approaches. In the case of the checkout, it is essential to optimize the user experience, eliminating unnecessary steps and improving the transparency of the economic aspects, while – as we will see in depth – for the shopping cart it is useful to work on persuasion and remarketing.
Why abandoned carts are a problem for e-commerce
Every abandoned cart represents a lost sale, but its impact on an e-commerce business goes far beyond the simple loss of revenue. The systematic repetition of this phenomenon affects the profitability of the business, the performance of marketing campaigns and the management of logistics and creates inefficiencies that can compromise overall profitability. When a significant percentage of customers add products to their cart without finalizing their purchase, it becomes more difficult to predict future revenue, allocate resources effectively and maintain a steady flow of sales.
The economic losses due to abandonment accumulate over time, generating a problem on several levels. On the one hand, every visitor who leaves the site represents an advertising investment potentially wasted; on the other hand, high abandonment rates distort the analysis of purchasing behavior, making procurement and inventory management strategies less accurate.
Taking action to reduce abandonment therefore allows you to increase conversions, improve the return on advertising investments and optimize demand management. Ignoring the problem means instead finding yourself continually investing in remarketing, stock management and customer acquisition without ever addressing the root cause.
Economic impact and loss of turnover
Cart abandonment generates inevitable losses in earnings, which are often difficult to recover. According to the most recent studies, the average abandonment rate is over 70%: this means that only three out of ten customers who show interest in a product actually complete the purchase.
This percentage translates into significant figures. Baymard Institute estimates that, on a global scale, e-commerce businesses lose over 4,000 billion dollars every year due to uncompleted orders. Even if only a part of these abandoned carts were recovered, the revenue of an online shop could improve considerably.
The economic consequences are not limited to direct lost earnings. A high abandonment rate can worsen the ROI (Return On Investment) of customer acquisition campaigns: every visitor who arrives on the site before completing a purchase represents a wasted advertising investment. Optimizing the purchase funnel, by reducing the number of abandonments, means maximizing the value of each visit and improving the profitability of e-commerce.
Effects on marketing and sales funnel management
Every abandoned cart is valuable data: it indicates that the user was potentially interested in making a purchase, but something stopped them. For this reason, many digital marketing strategies focus precisely on uncompleted carts, using retargeting techniques, email marketing and automations to re-establish contact with these users and convince them to return to the site.
The abandonment of the shopping cart is therefore closely linked to the optimization of the customer journey. Companies invest resources in personalized ads on Google and Facebook, push notifications and automatic emails, trying to recover the customer through a targeted approach. However, these efforts come at a cost and do not always guarantee an effective recovery.
The implications for sales strategies also extend to the way companies structure their offers and promote customer retention. Some e-commerce sites incentivize user return through exclusive discounts or strategic reminders, but this approach, if used systematically, risks getting customers used to waiting for a special offer before making a purchase, thus reducing profit margins.
Managing the problem of abandoned carts therefore means finding an effective balance between recovery strategies and structural improvements to e-commerce, reducing dependence on corrective tactics and increasing the conversion rate from the user’s first visit.
Stock problems and supply chain management
A high number of abandoned shopping carts makes stock management and demand planning more complex. E-commerce data can be distorted because items added to the cart without being purchased are not recorded as actual sales, but could influence the company’s procurement strategies.
If a product is frequently added to shopping carts but rarely purchased, the seller could mistakenly overestimate the need for supplies, accumulating stock that risks remaining unsold and increasing storage costs. On the contrary, a failure to predict real purchasing intentions can generate stock shortages at peak times, leading to the loss of actual sales.
Management difficulties are amplified when dealing with highly seasonal products or items subject to market trends. If abandoned shopping carts are mistakenly interpreted as signals of future demand, e-commerce can find itself with an excess of out-of-fashion goods, resulting in discount and liquidation costs.
Integrating advanced analysis tools that distinguish between real purchasing behavior and simple catalog browsing is essential to make sales forecasts more reliable and optimize inventory management, avoiding both waste and shortages of in-demand products.
Why users abandon their carts
Cart abandonment is not a random event, but the result of a series of obstacles – conscious or unconscious – that slow down or block the purchasing process. The data suggests that the most common reasons fall into three macro-categories: economic barriers, technical difficulties and psychological factors.
As mentioned, the behaviors are varied: some users add products to their shopping cart without immediately intending to purchase them, using it as a sort of “wish list” to consider a possible future order; others, on the other hand, seriously consider the purchase but stop when faced with unexpected costs, unintuitive checkout processes or doubts about the quality of the site and the security of the payment.
Unexpected costs and economic barriers
One of the most frequently cited factors for users who interrupt a purchase is the discovery of additional costs in the final phase of checkout. According to Baymard, 48% of users abandon their shopping carts precisely because of hidden costs, such as high shipping costs, undeclared taxes or unexpected order management fees.
The psychology of the consumer plays a decisive role: buyers perceive the initial price as definitive, so the sudden addition of additional costs generates a feeling of annoyance and loss of control. If these amounts are not clearly indicated from the beginning of the process, the abandonment rate grows exponentially.
Furthermore, a lack of transparency regarding return policies can discourage purchases. A customer who fears that they won’t be able to easily return a product may decide not to complete the order, especially in sectors such as clothing or electronics.
To mitigate these problems, many companies highlight any shipping costs or taxes from the early stages of the purchase process, offer free shipping above a certain spending threshold and simplify their return policies to increase confidence in the purchasing process.
Complicated checkout and registration requirements
Another critical element is the complexity of the payment procedure. 30% of users abandon their purchase when faced with overly long forms or unsolicited registration requirements. In a world where speed is everything, each additional step reduces the chances of conversion.
Customers expect to be able to finalize an order in just a few clicks, preferring intuitive and streamlined checkout paths. If the process becomes excessively complex – with requests for non-essential information, multiple authentications or addresses to be filled in manually – many users will give up on the purchase, especially on mobile.
Another reason is the requirement to create an account before being able to complete the payment. Although registering customers may seem advantageous for companies, for many users it represents an unnecessary and frustrating barrier, because it implies an additional effort and often requires verification of the email before proceeding.
To reduce the abandonment rate at this stage, many e-commerce sites implement more flexible strategies:
- Guest checkout: offer the possibility to purchase without having to register.
- Autocomplete data: reduce the number of required fields, integrating automatic compilation solutions.
- Quick payment methods: integrate services such as Apple Pay, Google Pay or PayPal to avoid the need to enter all data manually.
Purchase psychology and indecision
Not all abandonment is due to technical or economic factors. Often the shopping cart becomes the symbol of an unfinished purchase, influenced by personal hesitation and indecision: the user leaves the site without completing the action because they are not yet ready or sure and prefer to postpone it.
This behavior is strongly influenced by two psychological dynamics: procrastination in decision-making and the fear of making the wrong choice.
Online shopping, especially when it involves medium to high amounts or products with different alternatives, requires a decision-making process that is not always resolved immediately. Decision procrastination leads users to postpone order confirmation, with the intention of returning later to complete it. The heuristic of procrastination explains that people tend to postpone complex decisions, especially when they involve an immediate economic outlay, and therefore fill the shopping cart with the intention of taking time to reflect or compare prices, postponing the decision to a later time.
However, the more time that passes, the less likely it is that the user will return to the shopping cart. Distractions, the possibility of finding better offers elsewhere or simply a loss of interest can turn a potential purchase into a lost sale. This phenomenon is particularly evident in sectors where the selection process is more complex, such as technology, fashion or furniture.
Another reason why users hesitate before completing a purchase is the fear of making the wrong decision. The absence of sufficient information about the product, the lack of reviews or the fear that the product will not meet expectations can lead the user to think too long, to the point of postponing the purchase indefinitely.
This phenomenon is amplified when the customer has never purchased from a particular e-commerce site before or is worried about difficulties in the return phase.
To complicate matters, there is also the overabundance of choice, which can generate decision paralysis: the user, faced with too many options, finds it difficult to identify the best choice and momentarily gives up on the purchase. This dynamic is particularly evident in sectors where there are many variations of the same product, such as electronics, fashion or cosmetics.
To counter this phenomenon, e-commerce sites adopt various strategies:
- Visible reviews and testimonials: these facilitate the decision-making process by reducing doubts about the quality of the product.
- Timers for limited-time discounts: these create a sense of urgency that encourages customers to complete their purchase without delay.
- Personalized reminders via email or push notification: these help to maintain interest in products left in the shopping cart.
Many users who abandon their cart do not do so definitively: their purchase path is on hold. Maintaining contact with them through targeted strategies reduces the likelihood that indecision will turn into a lost sale. To counteract these dynamics, e-commerce sites adopt specific neuromarketing strategies, such as messages that highlight the scarcity of the product, reminder emails and incentives for those who finalize the purchase within a few hours. Creating a sense of urgency is one of the most effective techniques for transforming a potential purchase into an actual sale.
How to identify and analyze abandoned carts
To reduce shopping cart abandonment, the first step is to identify and monitor the phenomenon. Understanding how many users abandon a purchase, at what stage of the process they do so, and which products are most often left on the table allows e-commerce sites to optimize strategies and processes.
Collecting and interpreting this data allows you not only to calculate the economic value of lost sales, but also to identify any critical issues within the sales funnel. Without the right tools and analysis, the abandoned cart remains just a number, with no real possibility of intervention.
There are several effective tools and methods for monitoring and analyzing abandoned carts, both quantitatively and qualitatively. E-commerce sites in particular have several platforms available to them for analyzing abandoned carts and gathering information on users’ purchasing habits.
Google Analytics allows you to track the path of users and understand where cart abandonment occurs. Through the Advanced Ecommerce and Checkout Funneling reports, you can view:
- The number of users who have added products to their cart.
- How many have started the checkout process.
- At which specific stage of the checkout the highest number of abandonments occur.
Using this data, an e-commerce site can set objectives and segment users to optimize the most problematic phase.
E-commerce platforms such as Shopify and WooCommerce also offer proprietary tools to analyze shopping cart abandonment. In particular, Shopify provides a section dedicated to abandoned carts, with data on each interrupted session and the possibility to activate automatic recovery emails; WooCommerce, through plugins such as Abandoned Cart Lite and Cart Reports, allows you to monitor users who have left products in their cart and to set up recovery campaigns.
Integrating these tools and automation platforms also allows you to customize follow-up strategies, improving the effectiveness of remarketing campaigns.
How to calculate the economic value of abandoned carts
Identifying the actual amount of lost sales helps measure the impact of cart abandonment on overall revenue. Calculating the economic value of abandoned carts follows a simple formula:
Lost economic value = (Number of abandoned carts) × (Average cart value).
For example, if an e-commerce site records 1,000 abandoned carts per month, with an average value of €80, the total potential lost sales is €80,000.
This metric allows you to evaluate the effectiveness of recovery strategies: if, after implementing remarketing campaigns and email follow-ups, the value of abandoned carts is reduced by 20-30%, it means that the initiatives adopted are producing results.
Advanced analysis: from data to reasons for abandonment
Monitoring abandoned carts doesn’t just mean quantifying the lost value, but also analyzing the real causes behind the behavior of users.
Tracking tools such as Hotjar or Microsoft Clarity, combined with an analysis of the economic value and the causes of abandonment, allow you to move from simple numbers to targeted strategies to reduce lost sales and improve the profitability of e-commerce.
In fact, through heatmaps and session recordings, they allow you to visualize user behavior within the site and identify:
- Pages where users hesitate before leaving the cart.
- Sudden interruptions in the purchase path.
- Checkout elements that could be obstacles to conversion.
Sending short surveys via email to users who have abandoned their cart can reveal valuable information. Asking why they didn’t complete the purchase or what would improve the shopping experience helps to obtain concrete indications for optimizing the conversion funnel.
The main statistics on abandoned carts
Cart abandonment is a widespread phenomenon in all e-commerce sectors, but its incidence varies according to the product category, the device used and the overall browsing experience. Analyzing the hard data helps to better understand the extent of the problem and identify possible solutions to increase the conversion rate.
Benchmark studies, such as those conducted by the Baymard Institute, show that on average 70-80% of shopping carts are abandoned, with peaks above 85% in certain sectors. The phase in which the user leaves the site, the type of product selected and the device from which they access e-commerce significantly influence purchasing behavior.
Knowing the numbers behind the phenomenon allows brands to better calibrate their optimization strategies, reducing abandonment through targeted improvements to the user experience and checkout processes.
Average abandonment rates by sector and product category
The incidence of abandoned carts is not uniform: some sectors suffer higher percentages due to the nature of their products. Generally, abandonment rates are higher for items that are expensive or require a complex decision-making process, while they are lower for frequent purchases and basic necessities.
Here is an overview of average abandonment rates by sector:
- Electronics and technology sector: over 85% of users leave their shopping cart before purchasing. High prices and the tendency to compare offers on several websites contribute to this percentage.
- Furniture and household goods: around 82% of customers add products to their orders without completing the purchase. Shipping costs and size can be a deterrent.
- Fashion and accessories: abandonment rate of around 75-80%, often due to indecision about the purchase or the need to check sizes and preferences before finalizing.
- Luxury products: can exceed 90%, as customers tend to add expensive items to their shopping cart, but postpone the purchase decision or look for alternatives on other e-commerce sites.
- Food and grocery online: around 55-60%, one of the lowest rates. In this case, purchases are often recurring and the need to complete the order is more immediate.
These numbers show how the nature of the product influences user behavior. In sectors with a high incidence of abandonment, e-commerce companies must work on strategies that minimize indecision, such as personalized offers, greater transparency on costs and targeted reminders to encourage the completion of the purchase.
Differences between mobile and desktop
In addition to the type of product, another factor that influences the abandonment rate is the device used to browse and complete a purchase. The statistics clearly show a difference between desktop and mobile users, with significantly higher abandonment rates from smartphones.
- Desktop users: the abandonment rate is around 73%. Thanks to more stable interfaces, larger screens and easier navigation, the probability of completing the purchase is higher than on mobile devices.
- Mobile users: abandonment rates rise to as much as 85%, largely due to UX issues, difficulties in the checkout process and a greater propensity for casual browsing without immediate purchase intent.
Factors that contribute to a higher mobile rate include:
- Complex payment forms that are difficult to fill out on small screens.
- Problems with usability and ease of use, such as buttons that are difficult to see or pages that load slowly.
- Poor optimization of the mobile versions of websites, which makes the checkout process frustrating and less intuitive.
- Tendency to make impulse purchases, followed by second thoughts and more frequent abandonment of purchases than desktop users.
This data emphasizes the importance of optimizing platforms for the mobile experience, making checkout faster and more intuitive. Implementing features such as one-click payments, simplified data entry forms and a mobile-friendly interface can help reduce the gap between desktop and mobile users, improving the order completion rate.
How to reduce shopping cart abandonment
Shopping cart abandonment is an inevitable dynamic in any e-commerce business, but reducing its incidence is possible by intervening on various aspects of the purchasing process. A checkout that is too long, unexpected expenses or the lack of adequate payment options are obstacles that can be eliminated or mitigated with targeted strategies. Users are more likely to complete a purchase when the experience is smooth, with no interruptions or hidden costs. Making the process transparent and intuitive improves the conversion rate and helps build customer loyalty, reducing the need for costly remarketing.
Checkout optimization
An efficient checkout process is essential to reduce the percentage of users who abandon their purchase in the final stages. Every unnecessary step increases the risk of abandonment, especially on mobile devices, where filling out complex forms can be frustrating.
An effective strategy is to reduce the number of steps necessary to complete the purchase, limiting the request for data to the bare minimum. Research shows that conversions increase when customers can finalize their order in just a few clicks, without having to create an account. Implementing a guest checkout option avoids friction at this stage, making payment more immediate and accessible even for first-time buyers.
Another aspect to consider is the clarity of the information provided to the user. Progress indicators during checkout help to reduce uncertainty, while systems that auto-complete addresses and payment data further speed up the process. Simplifying mobile browsing is also crucial: an unintuitive interface or poorly visible buttons can discourage the customer and push them to abandon the cart before confirming the order.
Transparency about costs and conditions
As we’ve already said, one of the main reasons why users interrupt a purchase is when they discover additional unexpected costs at the last step. High shipping costs, taxes applied only at checkout or supplements not clearly declared create a sense of annoyance that leads many customers to leave the site without finalizing the order.
Showing the total amount to be paid immediately, on the product pages or in the shopping cart, helps to prevent this problem. E-commerce sites that highlight shipping costs and any local taxes from the start have significantly lower abandonment rates.
In addition to price transparency, it is equally important to clearly communicate your return and warranty policies. Many users hesitate to complete an order if they are not sure they can easily return a product. Clearly stating your return conditions, perhaps by offering free returns or extended exchange periods, helps create a sense of security that encourages conversion.
Flexible and secure payment methods
Another element that influences the order completion rate is the availability of payment options suited to the users’ preferences. If the desired payment method is not supported, many customers exit the checkout phase without completing the purchase.
Integrating tools such as Apple Pay, Google Pay and PayPal simplifies the process, eliminating the need to manually enter credit card details. Similarly, payment in installments options (such as Klarna or Scalapay) can encourage the purchase of more expensive items, reducing the price barrier.
The perception of security is equally important. Customers need to feel protected when they provide their financial data online. Visible security certifications, such as the SSL protocol and the logos of the main payment circuits, increase trust in the site and reduce hesitation related to the protection of personal data.
Ensuring a variety of payment methods and conveying reliability in transaction management contributes to a more comfortable user experience, reducing the risk that the customer will abandon the cart before completing the order.
Techniques to encourage users to return to the cart
Preventing cart abandonment is essential, but not always enough. Many users interrupt the purchase process not because they really want to give up, but because they are distracted or need to think before completing the order. In these cases, encouraging them to return to the site can result in the finalization of the purchase.
Cart recovery strategies are based on the principle of post-interaction persuasion, using direct channels to remind users of the products they have chosen and encourage them to complete their order. The most effective tools include automated emails and remarketing campaigns, which operate with a targeted approach, trying to get back in touch with the customer just when the propensity to buy is still high.
Recovering cart emails
One of the most effective methods for recovering lost sales is to send automated emails to users who have left their cart without completing their purchase. According to the main research in the sector, recovery emails sent within an hour of abandonment have a conversion rate of 40%.
The effectiveness of this technique is based on two factors: the timeliness of the message and the personalization of the content. An email reminding the user of the products left in the cart, perhaps accompanied by an incentive (a limited-time discount or free shipping offer), can provide that decisive push to complete the order.
Some key elements that make recovery emails more effective include:
- A clear and direct subject line that attracts attention and encourages the message to be opened.
- Images and details of abandoned products to reactivate the customer’s initial interest.
- A clearly visible call to action that links directly to the shopping cart page.
- Sense of urgency, with messages highlighting the possibility that the product may run out or that any discount may expire.
Many e-commerce platforms integrate email automation systems, which allow messages to be segmented and customized based on user behavior. A well-structured follow-up can include multiple emails, with progressive approaches ranging from a simple initial reminder to more personalized offers to encourage action.
Remarketing on Google and Facebook
In addition to emails, remarketing campaigns are a complementary strategy for recovering users after they abandon their shopping cart. Personalized ads on platforms such as Google and Facebook allow you to show users the products they left behind, inviting them to return to the site to complete their purchase.
Thanks to tracking cookies and monitoring pixels, e-commerce sites can direct targeted ads to those who have visited the site without finalizing their order. These ads can appear while the user is browsing other sites, scrolling through their Facebook feed or watching videos on YouTube, increasing the probability of conversion through multiple digital touchpoints.
The most common and effective formats for remarketing include:
- Dynamic ads on Facebook and Instagram, showing the same products left in the shopping cart.
- Display advertising on Google, with banners placed on partner sites of the Google Ads network.
- Video ads on YouTube, particularly effective in reinforcing product memory in potential customers.
One of the winning aspects of remarketing is the possibility to personalize the message based on user behavior. Ads that play on the sense of urgency, on exclusive offers or that highlight the characteristics of the abandoned product obtain better results than generic ones.
The integration of recovery emails and remarketing creates an ecosystem of repeated stimuli, which brings the user back into contact with the product at different times and through different channels. Thanks to these strategies, it is possible to significantly reduce the number of abandoned carts that result in lost sales.
Abandoned cart: FAQ and main concerns
Reducing cart abandonment requires a strategic approach that combines marketing, optimization of the user experience and constant analysis of user behavior. Investing in effective solutions not only improves conversion, but also increases customer trust and satisfaction. Below we answer the most common questions on the subject, clarifying data, strategies and useful tools to reduce losses and recover unfinished sales.
- What does “cart abandonment” mean?
A shopping cart abandonment occurs when a user adds one or more products to their online shopping cart, but leaves the site without completing the purchase. This phenomenon is monitored through the cart abandonment rate, an indicator that measures the percentage of users who interrupt the purchase process before the payment phase.
- What is the abandoned cart theory?
The abandoned cart theory analyzes the behavior of users who add products to their cart but do not complete the order. This phenomenon is often linked to obstacles at checkout, hidden costs or psychological factors that lead the user to procrastinate the purchase.
- Is there a practical example of the abandoned cart theory?
A typical example is the purchase of airline tickets: the customer selects the flight and adds it to the cart, but then leaves the site to look for better rates on other platforms. In these cases, companies can send personalized notifications or emails with limited promotions to encourage the user to complete the purchase.
- Why do people abandon their carts?
The main reasons include unexpected costs, a long and complex payment process, the need to create an account before paying and indecision due to an abundance of choice or the search for alternatives.
- Is there a correlation between psychology and abandoned carts?
Yes, many users fill their shopping cart with the idea of returning later, but the more time passes, the more the intention to purchase fades. This is related to the phenomenon of decision procrastination and the fear of making the wrong choice.
- How does cart abandonment work?
When a user leaves an e-commerce site without completing a purchase, the site can monitor their behavior using cookies or tracking tools to activate recovery strategies, such as automatic emails or dedicated remarketing ads.
- What does the cart abandonment rate indicate?
The cart abandonment rate measures the percentage of users who add products to their cart but don’t finalize the purchase. It is calculated by dividing the number of abandoned carts by the total number of carts created, and provides a clear indication of any problems in the sales funnel.
- How can I calculate the economic value of abandoned carts?
To calculate how much potential revenue is lost each month due to abandoned orders, e-commerce businesses can use analytics tools, including Google Analytics, Shopify Analytics or WooCommerce Reports. The value is obtained by multiplying the number of abandoned carts by the average cart value and analyzing the recovery rate obtained through remarketing strategies.
- How to see abandoned carts?
Monitoring abandoned carts helps identify which products are most often left behind and at which points users interrupt the purchasing process. In general, e-commerce platforms offer integrated tracking tools that allow you to view unfinished orders and analyze user behavior. On Shopify, in particular, the “Abandoned Carts” panel allows you to view the details of incomplete orders and activate automatic recovery emails. On WooCommerce , recovering carts requires the use of plugins such as WooCommerce Cart Reports or Abandoned Cart Lite for WooCommerce , which show data related to abandonments and allow you to set up automations to reconvert users.
- What percentage of users abandon their cart?
Recent studies indicate that between 70% and 80% of users leave their shopping cart without completing their purchase, with variations depending on the product sector.
- What is considered a “normal” abandonment rate?
Each sector has an average percentage of abandoned shopping carts, but generally a value between 65% and 80% is considered normal for e-commerce. The sectors with more considered purchases, such as luxury or high-end electronics, record the highest percentages, while those related to frequently used products, such as groceries, tend to have lower abandonment rates. The goal of e-commerce is to reduce this value by optimizing the shopping experience and adopting effective recovery strategies.
- Is a shopping cart abandonment rate of around 70% considered “acceptable”?
Yes, in many sectors a 70-75% abandonment rate is considered normal, but adopting optimization strategies to reduce this percentage significantly improves e-commerce conversion.
- Does the “cart trick” to get discounts still work?
Some users intentionally leave products in their cart to receive emails with discounts or special offers. However, many companies have reduced this practice, offering incentives based on the total order value or on recurring purchasing behavior.
- How to manage abandoned carts?
Managing abandoned carts involves a mix of preventive strategies and recovery actions. Improving cost transparency, optimizing the checkout process and offering different payment methods helps to reduce abandonment. To recover users who have already left the site, you can activate email marketing campaigns, push notifications and personalized remarketing ads.
- Is it worth trying to recover abandoned carts?
Yes, e-commerce sites that implement cart recovery strategies through email marketing and remarketing record higher conversion rates. Recovery emails, in particular, can generate a conversion rate of 40% if sent within an hour of abandonment.
