Click to enlarge:


Complete graphic after the jump

Shopping Cart Abandonment Rate Statistics

Infographic by – Website Optimization Company Invesp

Category: Consumer Spending, Web/Tech

Please use the comments to demonstrate your own ignorance, unfamiliarity with empirical data and lack of respect for scientific knowledge. Be sure to create straw men and argue against things I have neither said nor implied. If you could repeat previously discredited memes or steer the conversation into irrelevant, off topic discussions, it would be appreciated. Lastly, kindly forgo all civility in your discourse . . . you are, after all, anonymous.

14 Responses to “Shopping Cart Abandonment Rate Statistics”

  1. donna says:

    The problem is there is no way to save what you’re interested in without putting it in the shopping cart. If you decide not to buy, yes, it’s abandoned. What online stores SHOULD do is give you a “shelf” to put items on that you’re interested in. Then if you abandon the site, they could send you a note when those items go on sale. As it is, there’s no way for a site to know if a customer is actually still interested in an item or not. I often put things in the cart, then feel like I want to go see what I can find “In real life” to compare or try something on. By the time I go back to the online site a week or so later, the cart is cleared and I am meh on finding it again.

    Amazon has this figured out with the wish list. But then I’m mad at Amazon for not paying taxes so I use the wish list to store what I want and then find it at my independent book stores. ;^)

  2. ThatsNotAll says:

    Anyone who wishes to pay sales taxes on items purchased out of state can do so. In most states there is an entry on your state tax form where you can specify an amount for sales taxes not paid.

    In truth, no retailer pays sales taxes. It can collect sales taxes and remit them to the state but in all cases sales taxes are assessed to the customer making the purchase.

    One may feel it is not “right” for Amazon not to collect sales taxes from customers. Do understand that Amazon is only following the law. If and when the law requires out of state sellers to collect and remit sales taxes I am confident Amazon will do precisely that.

  3. Bob is still unemployed   says:

    My top reason why I abandon a shopping cart is excessive shipping costs. Some sites do not let you see shipping costs until you are well into the purchase process, and they are typically the ones with ridiculous shipping costs.

    The second reason why I abandon a shopping cart is that there is no guest checkout capability. If a shopping site does not offer a guest checkout ability, I find the same item at a site that does offer a guest checkout. With all the security issues on the Internet, I try to minimize the number of sites that have my personal information in their “account” file.

    Oddly, I seem to be with the plurality on these two items. A place I usually see only from afar. ;)

  4. NoKidding says:

    I gawk in disbelief that AOL is still (almost) relevant. Wow.

  5. rd says:

    Some sites like Amazon also require you to add an item to the shopping cart in order to see the price for some items. That must lead to a lot of abandoned shopping carts.

    Donna – Amazon does collect sales tax in many states, including New York.

  6. Iamthe50percent says:

    Average conversion rate for google is almost double that for facebook. It seems that GM is right and advertising on facebook is ineffective.

  7. A says:

    It is true that shipping is beyond belief for many online vendors.

    IE: if you get a discounted price on a book that yields $5.00, but the shipping cost + HANDLING FEES equal $8.00. is it any wonder that the cart gets abandoned so often.

  8. sanfran_values says:

    As someone who has been the User Experience Designer for numerous ecommerce sites, I can say that this chart captures a lot of best practices. However, I would also add:

    1) Show all costs and the total as early in checkout as possible, preferably in the shopping cart, even if it’s just an estimate. This can include shipping, taxes, discounts, promo codes, line item costs, and the grand total.
    2) Show an image of the item in the cart to reassure them that they’re getting what they want. If they picked a certain color or configuration, make sure that’s what they see.
    3) Provide a persistent summary of the order throughout each step of the checkout, and the ability to edit their order.
    4) Give the user an opportunity to review all the details of their purchase one last time before making the purchase.
    5) I’m torn about “Displaying website navigation during the checkout process.” Yes, removing the primary nav will probably increase your conversion rate, because you’re taking away other options. But you may be doing at the expense of the 41% of users who are Not Ready to Purchase, and the 24% who Wanted to Save Products for Later Consideration. Personally, I favor transparency and not sending customers who aren’t ready to buy down a dead end. Therefore, if you’re going to take away the primary nav, you also have to include a “Continue Shopping” link so they can abandon checkout without abandoning your site altogether. And as other commenters have pointed out, having a separate Wish List can also be helpful.
    6) Lastly, get an email address early in the checkout flow, even from Guest users. This way, if they abandon their cart you can follow up with a friendly reminder to come back and complete their purchase while supplies last.

  9. Bob is still unemployed   says:


    All good suggestions, though I do not completely agree with#6. I have never abandoned a cart where I would appreciate an email from the vendor asking me to come back and complete my purchase. If I had wanted to complete the purchase, I would have.

    Now if they were to say, come back and complete the purchase and we’ll throw in free shipping, well, that may make me less annoyed by what I would otherwise consider a spam email.

    One other suggestion I might add, and I like this about … the order system at appears to know from which warehouse my order will ship, and gives me an accurate time estimate for the shipping transit. 95% of the time, my orders ship from the Edison, NJ warehouse, so even UPS ground arrives next day and I don’t need to upgrade the shipping method. If the order ships from a more distant warehouse, I am informed of that and can select a higher priority shipping method.

    In summary, during the order process, tell me the shipping location so I can determine what level of shipping priority I want to pay for.

  10. Jack says:

    Shipping costs and the lack of transparency about them turn me off. Amazon should and must pay state taxes. People pay for the item and don’t like it? What’s next? Send it back. I don’t understand it.

    I buy used books from sites. I wait for the free shipping offer.

  11. wally says:

    This is presented as a ‘problem’, but it is not. This rate simply represents a certain number of people who are price shopping or checking shipping rates; since it costs the seller nothing it is not a ‘problem’ in any way.

  12. low-tech cyclist says:

    Practically every time I’ve abandoned a shopping cart, it’s been because of shipping costs that I considered unreasonable.

    It’s a particularly annoying problem with small, light items like SD cards: they’ll have an extremely low teaser price for the card, then have a much higher shipping cost – calculated per item, so they can really nail you on the shipping.

    An SD card costs almost nothing to ship in the first place, and it doesn’t cost any more to ship 10 SD cards than it costs to ship one. But at the end, you’ll find out that they want to charge you $30-$40 to ship those 10 SD cards. ‘F*** that s***’ is the only appropriate reaction at that point.

  13. hawaiianwaverider says:

    Amazon is particularly sketchy on showing you shipping costs. I wish they would show y0u what item on your list costs what to ship. They show total but not per item on the main cost page.

  14. [...] can learn from “Shark Tank.”Marketing: Lessons From Howard Stern When do online shoppers abandon the cart? Why is this guy opening his beer with a chainsaw? A cartoonist shares three things he [...]