Report

Cart Abandonment Rate Statistics

Baymard Institute Free Intermediate

The most rigorous, primary aggregation of checkout abandonment research that exists (49 studies), useful for a founder deciding whether the leak is really the offer or the checkout itself.

  • Average cart abandonment sits around 70% across a meta-analysis of decades of studies
  • Unexpected extra costs (shipping, taxes, fees) is the single largest reason shoppers abandon at checkout
  • Forced account creation and a checkout that feels too long or complicated each account for roughly a quarter of abandonment
  • Baymard estimates tens of billions in recoverable revenue purely from fixing checkout UX, separate from ad or creative changes
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The question it answers

  1. My ads get clicks but no sales, why aren't my Meta ads converting?

Read with it

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