Cart Abandonment Statistics
The global cart abandonment rate is 70.22% (Baymard Institute, 2025), and live panels put it closer to 77%. Here are the sourced figures by device, region and industry, why shoppers leave, and how much recovery flows actually win back.
Cart abandonment statistics
Sourced benchmarks for how often shoppers add items to a cart and leave without buying, broken down by device, region and industry.
Cart abandonment statistics measure the share of shopping carts that are created but never turned into an order. The usual formula is 1 − (completed orders ÷ carts created). The best-known figure is Baymard Institute's average of 50 published studies, which was 70.22% when Baymard last updated it in September 2025.
The benchmarks are only useful if you know how each one was measured. Meta-analyses like Baymard's average studies run over many years. Live panels like Dynamic Yield's track hundreds of millions of sessions every month and usually report higher rates. Device mix, region, vertical and the definition of a 'cart' can each move the number by 10+ points.
Key statistics
• The average documented cart abandonment rate is 70.22%, across 50 studies (Baymard Institute, updated September 2025). • Dynamic Yield measured a 76.8% average abandonment rate across 200M+ monthly users through 2025 (Mastercard Dynamic Yield, 2025). • Mobile carts are abandoned at 79.53%, versus 69.56% on desktop (Dynamic Yield, trailing 12 months, 2026). • Beauty & personal care has the highest abandonment of the major retail verticals at 81.71%, and pet care is among the lowest at 53.06% (Dynamic Yield, 2025). • Asia-Pacific abandons 83.07% of carts, EMEA 79.30% and the Americas 75.10% (Dynamic Yield, July 2026). • 48% of US shoppers who abandoned for a reason other than browsing blamed extra costs like shipping, tax and fees (Baymard Institute, 2024). The 2025 update puts it at 39%. • Better checkout design could win back an estimated $260 billion in lost orders across the US and EU (Baymard Institute). • Large e-commerce sites can lift conversion by an average of 35.26% through checkout design fixes alone (Baymard Institute). • Abandoned-cart flows earn an average $3.65 per recipient, and the top 10% earn $28.89 (Klaviyo benchmarks). • Abandoned-cart flows average a 3.33% placed-order rate per recipient (Klaviyo, 2024 benchmark).
These figures disagree because they measure different things. Baymard's 70.22% is a long-run average of studies published between 2006 and 2025. Dynamic Yield's 76–78% comes from a live, rolling panel weighted toward recent, mobile-heavy traffic. Quote the source with the number, and compare your store against one source consistently.
Global cart abandonment rate by device and region
Cart abandonment rate by source, device and region
| Segment | Cart abandonment rate | Period | Source |
|---|---|---|---|
| Global average (meta-analysis) | 70.22% | 2006–2025 studies | Baymard Institute |
| Global average (live panel) | 76.8% | Full year 2025 | Dynamic Yield |
| Peak month, 2025 | 78.77% | August 2025 | Statista |
| Mobile | 79.53% | Trailing 12 months, 2026 | Dynamic Yield |
| Tablet | 72.92% | Trailing 12 months, 2026 | Dynamic Yield |
| Desktop | 69.56% | Trailing 12 months, 2026 | Dynamic Yield |
| Asia-Pacific | 83.07% | July 2026 | Dynamic Yield |
| EMEA | 79.30% | July 2026 | Dynamic Yield |
| Americas | 75.10% | July 2026 | Dynamic Yield |
The mobile-desktop gap of about 10 points is one of the most consistent results in checkout research. Typing card details and addresses on a phone, slow page loads and missing wallet payments all add friction. On Shopify, mobile usually brings 70–80% of sessions, so most of your blended abandonment rate comes from phones.
Regional gaps reflect payment-method coverage, cross-border shipping costs and trust. EMEA runs higher than the Americas partly because shoppers there expect local payment methods (iDEAL, Klarna, Bancontact) and clear duties. If you sell across several Shopify Markets, compare abandonment market by market before you blame the checkout as a whole.
What good looks like: a blended rate in the mid-60s is strong for a store selling apparel, beauty or home goods. Below 60% usually means you're in a low-consideration, repeat-purchase vertical, or your tracking is undercounting carts. Above 80% on desktop points to a checkout problem, not just browsing behaviour.
Cart abandonment rate by industry
Cart abandonment rate by industry, 2025
Beauty sits at the top for a reason that has little to do with checkout. Shoppers use the cart as a wishlist, compare shades across tabs, and wait for the next promotion. Luxury and jewellery (79.84%) abandon for the opposite reason: high order values mean longer consideration and more trust checks before paying.
Pet care (53.06%) and grocery (around 50%, Dynamic Yield) are the lowest because purchases repeat and are needed, and many shoppers are logged-in returning customers. If you sell consumables on subscription, compare yourself with these verticals, not the 70% global average, or you'll think you're doing better than you are.
Industry averages also hide wide gaps between price tiers. A €35 fashion basket and a €400 outerwear basket from the same apparel store will abandon at very different rates. Segment by order-value band before you set a target.
Why shoppers abandon their carts
Reasons US shoppers abandoned during checkout (excluding 'just browsing'), multiple answers allowed
| Reason | 2024 share | 2025 share |
|---|---|---|
| Extra costs too high (shipping, tax, fees) | 48% | 39% |
| Site wanted me to create an account | 26% | 18% |
| Didn't trust the site with card details | 25% | — |
| Delivery was too slow | 23% | 20% |
| Checkout too long or complicated | 22% | 17% |
| Couldn't see or calculate total cost up front | 21% | — |
| Website had errors or crashed | 17% | — |
| Returns policy wasn't satisfactory | 15% | — |
| Not enough payment methods | 13% | — |
| Credit card was declined | 9% | — |
Baymard counts browsers separately: roughly 42–43% of US shoppers who abandoned in 2025 said they were 'just browsing' or not ready to buy. That group is largely out of reach for checkout fixes. Among everyone else, unexpected cost is still the top reason by a wide margin, even after dropping from 48% to 39%.
Forced account creation fell from 26% to 18%. That fits the spread of guest checkout and Shop Pay-style one-tap wallets. The reasons that remain are mostly about price transparency and delivery speed, and you can fix both on product and cart pages, before the shopper ever reaches checkout.
Paid traffic makes the cost problem worse
If you surprise shoppers with shipping costs at step three, you pay for those clicks twice: once for the click, and again in the retargeting spend to bring them back. Show the delivery threshold and estimated total on the product page and in the cart drawer. Then compare abandonment for paid-social and paid-search sessions separately, because cold paid traffic is usually where the cost shock hits hardest.
Checkout form length is a separate, measurable leak. Baymard's checkout benchmarks have found that the average checkout shows more than 23 form elements, roughly double what a lean flow needs. Removing fields is among the cheapest, lowest-risk tests you can run on a Shopify or WooCommerce checkout.
Abandoned cart recovery: what emails and flows get back
Recovery figures are reported per recipient, not per abandoned cart. That difference matters. Only shoppers you can identify (logged in, or email captured before checkout) ever receive a flow. On a typical store that's a minority of abandoned carts, so a 'good' email recovery rate still leaves most lost revenue untouched.
Abandoned-cart flow benchmarks
| Metric | Benchmark | Source |
|---|---|---|
| Abandoned-cart flow placed-order rate (average) | 3.33% | Klaviyo, 2024 |
| Revenue per recipient (average) | $3.65 | Klaviyo |
| Revenue per recipient (top 10%) | $28.89 | Klaviyo |
| Recoverable lost orders via checkout design (US + EU) | $260 billion | Baymard Institute |
| Average conversion lift from checkout design fixes | 35.26% | Baymard Institute |
The gap between $3.65 and $28.89 per recipient comes mostly from timing, segmentation and order value. Flows where the first email goes out within an hour, and that suppress shoppers who already bought, consistently land at the top. An abandoned-cart flow earning under $2 per recipient usually means the first send is late or converted buyers are still in the flow.
Here's the arithmetic for a €5M fashion store with a €80 AOV. That's 62,500 orders a year, and at 70% abandonment about 208,000 carts. Cutting abandonment by one point, to 69%, adds roughly 2,080 orders, or about €167,000 a year, with no extra ad spend. Prevention scales further than recovery because it reaches every cart, not just the ones you can email.
How to use these numbers
1) Pick one benchmark source and stick to it. Baymard for the long-run average, Dynamic Yield for live, segmented data. 2) Compare like with like: your mobile rate against the mobile benchmark, your beauty store against beauty. 3) Check your own definition of a cart. Shopify's 'added to cart' and GA4's add_to_cart event often disagree. 4) Track trend over time instead of a one-off gap to the average. A store that moves from 76% to 72% abandonment in a quarter has learned more than one sitting flat at 68%.
Cart abandonment statistics: frequently asked questions
The most-cited figure is 70.22%, Baymard Institute's average of 50 studies, last updated September 2025. Dynamic Yield's live panel of 200M+ monthly users reported 76.8% for 2025. The live figure is higher because it reflects recent, mobile-heavy traffic.
For most apparel, beauty and home stores, a blended rate in the mid-60s is strong and under 60% is excellent. Consumable and subscription verticals like pet care or grocery run near 50–55%, so compare against your own vertical. Always check mobile and desktop separately.
Mobile carts are abandoned at about 79.5% versus 69.6% on desktop (Dynamic Yield, 2026). Small screens make forms and card entry harder, pages load more slowly, and many shoppers use their phone to browse and buy later on desktop. Wallet payments and address autocomplete narrow the gap.
Unexpected extra costs: shipping, taxes and fees. In Baymard's survey of US shoppers this was 48% in 2024 and 39% in the 2025 update, still well ahead of any other reason. Showing delivery costs and free-shipping thresholds before checkout is the most direct fix.
Among mainstream retail verticals, beauty & personal care is highest at 81.71%, followed by luxury & jewellery at 79.84% (Dynamic Yield, 2025). Travel categories like cruises and flights run even higher, around 90%+, because of long comparison cycles. Pet care and grocery are lowest at roughly 50–53%.
Cart abandonment counts everyone who added an item to the cart and didn't buy. Checkout abandonment counts only shoppers who started the checkout flow. Checkout abandonment is lower and shows friction more directly, so track both to see whether your leak is before or inside checkout.
Klaviyo benchmarks put abandoned-cart flows at a 3.33% average placed-order rate and $3.65 revenue per recipient, with the top 10% earning $28.89. These are per-recipient figures, and only shoppers whose email you captured receive them, so actual recovery as a share of all abandoned carts is much lower.
Use 1 − (completed orders ÷ carts created), times 100. For example, 3,000 orders from 10,000 carts is a 70% abandonment rate. Make sure 'carts created' uses the same definition as your benchmark, whether that's add-to-cart events or sessions with a cart.
Yes. Dynamic Yield's July 2026 data shows Asia-Pacific at 83.07%, EMEA at 79.30% and the Americas at 75.10%. Local payment methods, cross-border shipping costs and duties explain much of the gap, which is why multi-market stores should benchmark each market separately.
Baymard estimates large sites can lift conversion by 35.26% through checkout design alone, and that $260 billion in lost orders is recoverable across the US and EU. On a €5M store with a €80 AOV, a single-point drop in abandonment is worth roughly €167,000 a year.
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