Report: Shopping cart abandonment rate worldwide, by industry

Cart abandonment is a persistent challenge for e-commerce businesses, reflecting various hesitations and reconsiderations shoppers make before completing a transaction. In 2022, online shopping cart abandonment rates varied significantly across different industries, showcasing the specific consumer behaviors and obstacles unique to each sector.

According to a Statista report, websites offering cruise and ferry travel services had the highest cart abandonment rates out of all measured categories, with a 98% abandonment. While the fashion industry and pet care industry was the lowest at 77% and 63% respectively. Mobile users generally show higher cart abandonment rates than desktop shoppers. For instance, in the United States, mobile buyers showed over ten percentage points more abandonment than on desktop. 

Here, we rank these industries by their cart abandonment rates:

1. Cruise and Ferry Travel Services

Cart abandonment rate: 98%

The cruise and ferry travel services industry recorded the highest cart abandonment rate. This substantial rate underscores the substantial hesitation customers experience before committing to such high-cost and meticulously planned purchases. The necessity of aligning travel dates and coping with fluctuating travel plans contributes to this high abandonment figure.

2. Home Furnishings Industry

Cart abandonment rate: 90.50%

Home furnishings witnessed an abandonment rate of 90.50 percent. The high value and physical size of furniture and home decor items lead to a prolonged decision-making. Potential buyers spend significant time comparing products and seeking promotions, contributing to high abandonment rates as they defer their purchases.

3. Automotive Industry

Cart abandonment rate: 85.97%

The automotive industry saw a cart abandonment rate of 85.97 percent. Buying vehicles or automotive parts online involves large financial commitments and technical considerations. Customers often abandon their carts due to the need for additional information or a preference for in-person inspections to ensure they make informed purchasing decisions.

4. Jewelry Industry

Cart abandonment rate: 84.49%

With an abandonment rate of 84.49 percent, the jewelry industry ranks high on the list due to the luxury nature of its products. Higher price points and a desire for thorough research drive customers to extensively deliberate on their purchases, contributing to higher abandonment rates.

5. Fashion, Accessories, and Apparel Industry

Cart abandonment rate: 77%

This industry faced a cart abandonment rate of 77 percent, slightly above the global average of 71.61 percent recorded between November 2022 and October 2023. Fashion and apparel purchases are influenced by seasonal trends and holiday shopping, leading to higher abandonment rates post-holiday seasons as consumers reassess their rushed buying decisions.

6. Pet Care and Veterinary Services

Cart abandonment rate: 63%

Pet care and veterinary services had one of the lower abandonment rates at 63 percent, below the global average. These purchases' urgency and essential nature, such as immediate pet care needs or regular supply acquisitions, reduce shopper hesitation and abandonment.

Key Insights on Addressing Cart Abandonment

Understanding the high abandonment rates within specific industries emphasizes the need for targeted strategies to mitigate these challenges. E-commerce businesses can implement several tactics to address and reduce cart abandonment:

• Enhanced User Experience: Streamlining website navigation and simplifying checkout can help retain potential buyers.
• Clear Pricing and Discounts: Transparency in pricing and competitive discounts can encourage shoppers to complete their purchases.
• Personalized Follow-ups: Automated emails or retargeting ads reminding shoppers of their abandoned carts can prompt them to reconsider completing the transaction.
• Customer Support: Accessible customer support can help address concerns and answer questions, reducing the likelihood of abandonment.
• Flexible Payment Options: Offering various payment methods and financing options can ease purchasing high-value items.

Conclusion

The varying cart abandonment rates across industries underline each sector's unique consumer behaviors and challenges. 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 in order to proceed with the purchase. Addressing these issues with tailored strategies can significantly impact e-commerce success, helping businesses convert more potential customers into actual buyers.