Cart abandonment rates have been climbing steadily since 2014, after reaching an all-time high in 2013. In 2023, the share of online shopping carts that is being abandoned reached 70 percent for the first time since 2013. This is an increase of more than 10 percentage points compared to the start of the time period considered here. Mobiles vs. desktops When global consumers shop online, they spend considerably more when doing so on desktop computers. In December 2023, the average value of e-commerce purchases made through desktops was approximately 159 U.S. dollars. Purchases completed on mobiles and tablets were of comparable values, ranging between 100 and 105 U.S. dollars. Even though consumers spent more when conducting their shopping on computers, they were more inclined to add products to their shopping carts when using mobile devices. Ultimately, mobile devices provide a convenient and more accessible way to shop, but desktop computers remain the preferred choice for more expensive purchases. Where do consumers shop online? Across the globe, digital marketplaces are shoppers’ number-one online shopping destination. As of April 2024, some 29 percent of consumers voted marketplaces as their favorite e-commerce channel, followed by physical stores and retailer sites. Looking at which retailers’ global shoppers prefer to shop at, amazon.com emerged as the world's most popular online marketplace, based on share of visits. The U.S. portal accounted for around one-fifth of the global online marketplace's traffic in December 2023. Amazon's German and Japanese portal sites ranked third and fifth among the leading online marketplaces, further demonstrating Amazon's dominance over the market.

When shopping for goods online, it is common for consumers to pull out of a transaction, leaving the order incomplete: In the fourth quarter of 2024, approximately ** percent of orders on mobile devices in the UK were not completed. During that same three-month period, ** percent of carts created were left abandoned on computers as well.

In 2025, a significant amount of online shopping orders were abandoned, i.e. not converted into a purchase. Websites offering beauty and personal care products had the highest cart abandonment rates out of all measured categories, measured at over ** percent. Why do buyers abandon their online carts? Wishful thinking, planning a dream vacation, just checking how expensive the total order will be... there are many reasons why consumers put together an order and end up abandoning it. Online travel bookers in particular are keen to shop around for deals and wait for the best day to book flights and hotels. Many online travel agencies (OTA) are dedicated to comparing prices, and countless blog entries encourage travelers to book their flights at certain times on specific days to save cash or get better value for money. For digital shoppers in the United States, the primary reason for abandoning an online shopping order is too high extra costs such as shipping and fees, followed by the requirement to create an account on the website to proceed with the purchase. It depends on the device Mobile users generally show higher cart abandonment rates than desktop shoppers. For instance, in the United States, mobile buyers exhibited a ten percentage points higher cart abandonment rate than desktop shoppers. Great Britain has a slightly smaller gap between mobile and desktop abandonment rates, though the higher-on-mobile trend seems to be upheld.

On and around Black Friday in 2022, a significant portion of online shopping carts were abandoned prior to purchase, at a daily average of nearly ** percent. On Black Friday itself (November 26th), the online shopping cart abandonment rate (CAR) was lower than average, however, at ***** percent. Also worth noting is that online shopping CAR was higher on average pre-Black Friday than it was post-Black Friday.

This statistic represents the quarterly online shopping cart abandonment rate in the United States. As of the second quarter of 2022, the abandonment rate was 84 percent for mobile phones, up from 83 percent in the same quarter of the preceding year.

In 2021, the shopping cart abandonment rate on fashion websites worldwide reached 84.4 percent. In comparison, luxury fashion websites had a cart abandonment rate of almost 88 percent. Both values were significantly higher than the average abandonment rate on e-commerce websites, which stood at 77 percent.

When shopping for home furniture online, consumers very frequently end up having second thoughts, pulling out of a transaction and leaving the order incomplete. In the third quarter of 2024, ** percent of the baskets created on desktop devices worldwide did not result in a completed order, and ** percent of those created on cellphones either. The product category that suffered the most from last-minute order cancellations was home furniture. Home furniture e-commerce Despite suffering from comparatively high cart abandonment rates, furniture is being bought online quite regularly in various markets. In the second quarter of 2023, the share of consumers making monthly online purchases of home and garden products in the UK and the US stood at **% and **% respectively. This indicates a substantial market for online home furniture shopping. But why do shoppers like browsing for home furniture? In a survey conducted in the US, *** of respondents reported ease of purchase as the main reason for shopping for furniture online, with **% citing free delivery as a driving factor.

In 2024, next to an add-to-cart rate of 9.5%, a cart abandonment rate of 65.7%, and a conversion rate of 3.3%, the eCommerce Benchmark KPIs in Germany also consist of an AOV of US$134.5, a discount rate of 10.6%, and a return rate of 9.2%.

In 2024, next to an add-to-cart rate of 9.6%, a cart abandonment rate of 80.7%, and a conversion rate of 1.9%, the eCommerce Benchmark KPIs in Egypt also consist of an AOV of US$38.8, a discount rate of 9.9%, and a return rate of 6.7%.

The follow shopping cart market, while nascent, demonstrates significant growth potential driven by the increasing adoption of e-commerce and the rising demand for personalized shopping experiences. The market, estimated at $500 million in 2025, is projected to experience a robust Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching approximately $1.8 billion by the end of the forecast period. Key drivers include the enhanced user experience provided by follow shopping carts, allowing consumers to track items and easily revisit them later, reducing cart abandonment rates. This is further boosted by the integration of these carts with personalized recommendation engines, encouraging repeat purchases and increasing average order value. Emerging trends include the incorporation of AI-powered features predicting consumer preferences and optimizing product suggestions within the follow cart, along with seamless cross-platform functionality across mobile and desktop devices. However, challenges remain, such as ensuring data security and privacy related to consumer preferences stored within the follow cart system and the need for robust technological infrastructure to support the smooth operation of these features. The market is segmented by various factors, including user demographics, product categories, and geographical regions. Major players like Caper, Veeve, and E-MART are actively shaping the market landscape through innovation and strategic partnerships. The competitive landscape features companies vying for market share through innovative features, strategic partnerships, and geographical expansion. Caper, Veeve, and E-MART are currently leading the market, but the space is ripe for disruption by smaller players with niche offerings. Future growth will depend on addressing consumer concerns around data privacy, enhancing the overall user experience with AI-driven personalization, and expanding into emerging markets. The increasing integration of follow shopping carts with loyalty programs and subscription services further strengthens the market's trajectory, creating a feedback loop that rewards customer engagement and drives revenue. Robust investment in research and development of new functionalities will be crucial for maintaining a competitive edge and capitalizing on the market's expansion.

In 2024, next to an add-to-cart rate of 9%, a cart abandonment rate of 84.8%, and a conversion rate of 1.4%, the eCommerce Benchmark KPIs in Indonesia also consist of an AOV of US$77.8, a discount rate of 15%, and a return rate of 5.2%.

Mobile devices usually report higher cart abandonment rates than dektop sessions. In Italy, the average conversion rate on mobile devices was ** percent in the third quarter of 2024.

In 2024, next to an add-to-cart rate of 13%, a cart abandonment rate of 77.3%, and a conversion rate of 2.9%, the eCommerce Benchmark KPIs for the global Health Care market also consist of an AOV of US$81.2, a discount rate of 14.9%, and a return rate of 4%.

Online conversion rates of e-commerce sites were the highest in the beauty & skincare sector, at three percent in the first quarter of 2025. Food & beverage followed, with a 2.5 percent conversion rate. For comparison, the average conversion rate of e-commerce sites across all selected sectors stood at 1.7 percent. How does conversion vary by region and device? The conversion rate, which indicates the proportion of visits to e-commerce websites that result in purchases, varies by country and region. For instance, since at least 2023, e-commerce sites have consistently recorded higher conversion rates among shoppers in Great Britain compared to those in the United States and other global regions. Furthermore, despite the increasing prevalence of mobile shopping worldwide, conversions remain more pronounced on larger screens such as tablets and desktops. Online shopping cart abandonment on the rise Recently, the rate at which consumers abandon their online shopping carts has been gradually rising to more than 70 percent in 2025, showing a higher difficulty for e-commerce sites to convert website traffic into purchases. In 2024, food and beverage was one of the product categories with the lowest online cart abandonment rate, confirming the sector’s relatively high conversion rate. In the United States, the primary reason why customers abandoned their shopping carts is that extra costs such as shipping, tax, and service fees were too high at checkout.

In the fourth quarter of 2024, shopping cart abandonment was most prevalent in the Middle East and Africa, at a rate of 93 percent of carts abandoned during online shopping. Second-ranked was the APAC region, where 87 percent of carts were abandoned instead of leading to a purchase.

In 2024, next to an add-to-cart rate of 9.2%, a cart abandonment rate of 79.4%, and a conversion rate of 1.9%, the eCommerce Benchmark KPIs in Vietnam also consist of an AOV of US$80.2, a discount rate of 14.2%, and a return rate of 4.7%.

On Black Friday in 2022, mobile shoppers were more likely than desktop shoppers to abandon their carts prior to purchase, on average. The online shopping cart abandonment rate (CAR) amongst mobile Black Friday shoppers that year was just above 80 percent, compared to a CAR of 74 percent for desktop users.

In 2024, next to an add-to-cart rate of 8.9%, a cart abandonment rate of 90.5%, and a conversion rate of 0.8%, the eCommerce Benchmark KPIs in Nigeria also consist of an AOV of US$87.5, a discount rate of 11.3%, and a return rate of 7%.

In 2024, next to an add-to-cart rate of 9.4%, a cart abandonment rate of 74.8%, and a conversion rate of 2.4%, the eCommerce Benchmark KPIs in the Philippines also consist of an AOV of US$64.9, a discount rate of 13.9%, and a return rate of 4.3%.

In 2024, next to an add-to-cart rate of 9.4%, a cart abandonment rate of 74.8%, and a conversion rate of 2.4%, the eCommerce Benchmark KPIs in Malaysia also consist of an AOV of US$91.7, a discount rate of 12%, and a return rate of 4.9%.