Our latest remarketing report puts the global average cart abandonment rate at 75.6% across all sectors.
Cart abandonment rates vary by sector, as sites have very different purchase processes and customer behavior.
For example, gaming sites often tempt customers with special offers of free bets to acquire new customers. This, along with a relatively fast purchase process, helps to keep abandonment rates below the average.
The same principle applies to fashion and many retail purchases. Customers don’t take so much time to make a decision, and the purchase process is relatively simple.
As the online experience becomes more complex and the typical research phase longer, then we begin to see higher abandonment rates.
Why People Abandon Carts
The reasons will vary by sector, and our abandonment survey data can provide some of the answers to this question.
For the retail sector, these were the most common reasons for abandonment:
- 34% were ‘just looking’ i.e. not ready to buy.
- 23% had an issue with shipping.
- 18% wanted to compare prices.
- 15% decided to buy in-store instead.
- 6% abandoned due to a lack of payment options.
- 4% experienced a technical issue.
The reasons for booking abandonment are similar, though research and price comparison are more commonly cited:
- 39% wanted to do some more research.
- 37% felt the price was too high, or wanted to compare prices.
- 21% needed to check with other travellers.
- 13% felt the booking process was too long or the checkout too complicated.
- 9% experienced technical issues.
- 7% had an issue with payment or felt there weren’t enough options.
- The Cart Abandonment Email Playbook
- [Infographic] The Remarketing Report – Q1 2018
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- [Infographic]: The Perfect Cart Abandonment Email
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- Seven Fascinating Stats on E-commerce and Cart Abandonment
- What Does the Perfect Online Travel Booking Process Look Like?