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Online Shopping Cart Abandonment Rates [Infographic]

by Ayaz Nanji  |  
August 22, 2013

Shopping cart abandonment remains a major challenge for businesses online, with abandonment rates in the second quarter of 2013 averaging 75%, according to a recent report by SaleCycle.

Online shopping cart abandonment is usually attributed to unexpected shipping costs and long delivery times. However, the study found high abandonment rates across all verticals—including those where shipping/delivery is not a factor, such as travel.

In fact, the average abandonment rate was even higher in the travel vertical (81%) than in the home retail (74%) and fashion (75%) verticals.

In addition, the send rate (the percent of abandoners whom brands are able to contact) was significantly lower in the travel space, with 90% of abandoners remaining anonymous by not leaving an email trail.

The study also found that if an online retailer is able to capture contact information before a cart is abandoned, following up with an email can be lucrative.

The average basket/cart/booking abandonment email generated $6.05 in sales in 2Q13. That amount varied significantly by vertical, with follow-up emails from travel suppliers worth far more ($14.95) than those from home ($4.15) and fashion ($4.61) retailers.

For additional insights from the study, which was based on data from 200 global brands in 2Q13—including Sony, Ralph Lauren, and Millennium Hotels—check out the infographic below.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Jordan Dekens Thu Aug 22, 2013 via web

    This is quality information. Although, business owners should not be surprised at "cart abondonment." The consumer will always want to know what the "all in" price is going to be, before making that purchase decision. It's just common sense. This trend will continue unless "all in" prices are quoted prior to the check-out. The follow up email is also a great tool to get that second chance at the sale, as you already know the interest is there.

  • by Lisbet Hansen Fri Aug 23, 2013 via web

    I wonder if the abandonment rate is so high for travel because you typically do not have a "like" or a "wish list" on these sites so you end up using the cart as kind of a bookmark. Also often you have to go all the way through to the cart to find out what the grand total ends up being... So a wish list function, where you can see total price, and you sign up so they can send you emails with info on the saved flights and other valuable offers, that should bring bring down the abandoned cart rate

  • by Gracious Store Sun Aug 25, 2013 via web

    75% cart abandonment is a hug number if the major reason why people abandon their shopping cart is due to cost of shipping, then cost of shipping must be very high and that will be a very big problem for online marketers

  • by Dena Thu Aug 29, 2013 via web

    Great info graphics. Everyone's talking about this huge abandonment rates, and unfortunately, it's difficult for online retailers to get a grasp of what their rate really is and what to even do with that data. I've found that when my clients begin to really track abandonement metrics, they're better armed to tackle their abandonment rate. And like Jordan said, the follow up email is certainly a great tool, especially considering that marketers across the board tend to find email to yield the greatest ROI. Definitely important things to consider here. Nice article!

  • by Zoplay Thu Apr 2, 2015 via web

    Mobile traffic to e-commerce sites is rising but globally still only accounts for one third of visits. Three major reasons appear to be behind the high abandonment rates seen by retailers: the stickiness of ingrained consumer behaviour, the growth of mobile shopping and the slow economic recovery.

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