What is cart abandonment?

Cart abandonment occurs when a customer adds one or more products to an online shopping cart but leaves the store without completing the purchase. It is a common ecommerce issue and represents potential sales that were not converted.

Common reasons for cart abandonment:

1. Unexpected costs – High shipping fees, taxes, or other charges.
2. Complicated checkout – Too many steps or form fields.
3. Required account creation – Customers may not want to register before buying.
4. Limited payment options – The preferred payment method isn’t available.
5. Slow website or checkout – Delays can cause frustration.
6. Unclear delivery information – Customers don’t know when their order will arrive.
7. Lack of trust – Concerns about payment security, returns, or the business.
8. Change of mind – Some shoppers are browsing or saving products for later.

Cart abandonment rate

A common calculation is:

Cart Abandonment Rate = (Abandoned Carts ÷ Carts Created) × 100

For example, if 100 customers add products to their carts and 40 purchase, 60 carts are abandoned:

(60 ÷ 100) × 100 = 60% cart abandonment rate.

In CRO, reducing cart abandonment means identifying and removing the barriers that prevent customers from completing their purchases.