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.

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.

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.

Comprehensive dataset of cart abandonment rates by device, region, and industry, including conversion optimization benchmarks and revenue impact analysis

When shopping for goods online, it is common for consumers to pull out of a transaction, leaving the order incomplete: In the first quarter of 2025, around ************ baskets created in the United States did not result in a completed order. However, with a rate of ** percent that quarter, cart abandonment was most common among shoppers using mobile devices.

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.

Since the last months of 2024, a significant amount of online shopping carts were abandoned before purchase each month. The highest cart abandonment rate (CAR) from the analyzed months was recorded in April 2025, as approximately ***** percent of online orders were left unfinished.

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.

This dataset provides detailed records of e-commerce cart abandonment events, including user and session identifiers, cart contents, device and location data, timing, and follow-up actions. It enables retailers to analyze abandonment patterns, optimize recovery strategies, and personalize user experiences to improve conversion rates.

In 2025, almost 40 percent of U.S. consumers abandoned online purchases during checkout due to additional costs, such as shipping, taxes, or fees. Many shoppers in the United States also frequently back out of online purchases because the website requires them to create an account or due to slow delivery. Mobile carts Cart abandonment is a big issue, especially on mobile phones. The mobile cart abandonment rate is increasing in the U.S. , reaching 84 percent in the second quarter of 2022, up from 83 percent in the same period the previous year. This trend underscores the need for retailers to optimize the mobile shopping experience and streamline the checkout process to reduce cart abandonment rates. Delivery is a deal breaker Delivery is a core part of the order chain. Approximately 70 percent of online shoppers in the United States cited free shipping as the most important criteria for e-commerce delivery, followed by fast shipping at 60 percent. This highlights the critical role of cost-effective and efficient delivery options in influencing consumer purchasing decisions.

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.

The cart abandonment rate in Japan was the highest among shoppers accessing platforms with mobile devices as of the first quarter of 2024. While ** percent of online shopping baskets created on mobile devices did not result in completed orders, the share was slightly lower among shoppers using computers.

In 2024, next to an add-to-cart rate of 12.3%, a cart abandonment rate of 77.5%, and a conversion rate of 2.8%, the eCommerce Benchmark KPIs for Personal Care in Sweden also consist of an AOV of US$87.3, a discount rate of 13.1%, and a return rate of 5.7%.

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.

When shopping for luxury products, such as apparel and handbags, on the internet, consumers often reconsider their planned purchase, and leave the transaction incomplete. In the fourth quarter of 2024, it was most common among mobile shoppers for both luxury apparel, with ** percent, and handbags, with ** percent, to abandon their online basket. For both designer clothing and bags, with cart abandonment rates of about ** percent and ** percent, respectively, fewer consumers left their transactions incomplete when shopping on computers.

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%.

In a survey conducted in 2025, approximately ***percent of global online shoppers said they abandoned their carts due to the deliveries taking too long. Another ***percent of shoppers were abandoning their carts due to not having their preferred payment methods available.

Delivery trumps all else? Delivery may well be such a pivotal criterion in the online shopping experience that it can effectively make or break an online purchase. Consumer delivery preferences have veered towards the lowest-cost delivery in most if not all product categories in 2024. In fact, cost of delivery was the most important delivery feature according to ** percent of online shoppers worldwide, followed by speed and convenience of delivery.

Free versus sustainable In a survey conducted in September 2023, free shipping was the most important e-commerce delivery consideration for shoppers in the United States, United Kingdom, and Germany. Fast shipping, shipment tracking, and free return shipping also ranked high on the list of top delivery preferences. Carbon-neutral shipping, however, did not.

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 9.8%, a cart abandonment rate of 74.3%, and a conversion rate of 2.5%, the eCommerce Benchmark KPIs in South Korea also consist of an AOV of US$105.6, a discount rate of 10.1%, and a return rate of 7.1%.

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.