Report: 70.19% is the average shopping cart abandonment rate

A staggering figure brought to light by the Baymard Institute, a leader in e-commerce research, suggests that the final stages of this journey are frequently left incomplete. With an average cart abandonment rate of 70.19% in 2014, consumers abandoning their online purchases before crossing the finish line reveals a profound disconnect between initial interest and final sale.

The Baymard Institute calculated an average cart abandonment rate of 70.19% based on data collected from multiple studies. This suggests that for every 100 potential customers, approximately 70 will leave without completing their purchase.

Other sources corroborate these findings, with reports indicating that nearly 70% of e-commerce carts get abandoned, as stated by the Baymard Institute and echoed by Tidio’s reference to the same research. Similarly, Geckoboard cites an average shopping cart abandonment rate of 68.81%, with a more recent study showing a rate of 74.52%. Optimizely also provides a figure, noting an…