Nearly 50% of Shoppers Who Go from Cart to Checkout Still Don’t Purchase, Report

Retailers have long focused on cart abandonment, due in large part to the 70% of shoppers that abandon their cart before making it to checkout to purchase. The industry’s laser focus on cart abandonment has built an assumption that if retailers can get shoppers from cart to checkout, they’ll complete the purchase.

It’s for this reason that checkout abandonment is often an unrecognized hurdle for retailers. The Checkout Benchmark establishes the industry’s first series of metrics for brands to measure their checkout performance compared to other retail brands.

The research analyzed data from 3 million checkout sessions, generating $138M in revenue across 80+ retailers to uncover the true story of checkout performance and variables impacting checkout completion rate.

Other key findings from The Checkout Benchmark include: Shoppers often need to edit details such as delivery, shipping, and quantity during checkout, and drop off when they’re not able to. The Checkout Benchmark reveals that mobile shoppers who convert to buyers are 41% more likely to review or edit their checkout…